No, I think this is foolish. Sorry, that’s my viewpoint. Lexus has made many many decisions over the past 6-7 years that I think are really foolish…and they have resulted in me no longer being a customer of the brand. The brand bears almost no resemblance to the brand I was a customer of and decisions like this are part of that.

 

I think this adds nothing but I haven't seen the data from Lexus marketing. I think Lexus has one of the best symbols around.

 

Meanwhile the triple pointed star continues on.....as do the other legendary symbols. They really shouldn't do this, the "L" badge is very recognized

Honestly it's par for the course with Lexus. The cancelation of the TTV8 coincides with their death as a brand, nothing more than fancy Toyotas now with very little to draw people in to the brand.

The Germans understand that most won't buy an M5/4/3 or AMG but people will buy a 325i with aspirations for a M3

Lexus doesn't have anything anymore

 

Exactly, they’re following with this, and not following the right competitors.

 

I dont like the spellout logo and Striker raises a good point about Merc not touching their logo

How did Lexus get where they are today?
The 90s and early 00s they really impressed America
Their logo became recognizable to everyone,
it represents a superior product,
more luxurious, refined, balanced than other cars

So much so that it replaced the Toyota T in Japan

You build 30 years of brand image only to throw it away competing with Kia Stingers LOL

 

Front ends of Lexus are hit and miss. New NX is pretty good. LS500 yeah, new Lx is good. But Lexus GS/RX outgoing NX are not great.


The very first ever Lexus actually said LEXUS on the back on the right side. The logo was there as well. I like the move

 

Having a Lexus emblem and the L is totally different than having just the L. Lexus vehicles had the Lexus word script in the US all the way up until 2011 and in overseas markets even longer.

 

The change isn’t going to make a bit of difference in my mind. Is someone going to really say they will or will not buy it because of this, I highly doubt it. I just think Lexus is really grasping here and doesn’t really need to. Do you see BMW or Mercedes getting rid of the Roundel or the Three Pointed Star? No because their logo is recognized by almost everyone and they don’t need to. I just feel Lexus doesn’t need to either.

 

Of course its not going to impact sales, its just a sign of weakness.

 

I think it’s for the new generation of buyers. Those who have never been exposed to or like the Lexus brand.

 

Those buyers have been exposed to the Lexus brand same as they have been exposed to all the other brands. Lexus has a very strong brand and a strong following, they don't need to resort to silly gimmicks like this to get attention

 

I get that it’s for a new generation of buyers but don’t you think they already know the brand? Shouldn’t the logo stand on its own and have such high recognition that they didn’t need to do this? It took such a long time to build the brand and logo that it should remain unless you feel that your brand and logo aren’t worth it anymore.

 

If potential buyers are not interested in Lexus and don't know what the signature L is does Lexus actually think L E X U S is going to change that? Hope Lexus is not that out of it.

 

I don’t care for it to be honest but it’s unlikely that I would ever buy a brand new Lexus besides the LC. Don’t the new Genesis have their logo on the back like this?

 

‘IMO.

They don’t see the Lexus brand like we all do….Lexus has nowhere near the brand cache as a MB or Audi or BMW. That said, if Lexus truly wants to be a player in the battery electric segments, they need to modify their branding to what the start ups Tesla, Rivian and Lucid are doing. Battery electrics are gonna be more expensive to buy than current Lexus models as well…,Lexus has also peaked in North America for a really long time now..so a change is needed. The Toyota brand doesn’t have this issue as it’s a top 10 most recognizable brand, unlike Lexus.







Definitely ​​​​​​ a factor