Lexus is Doubling Down in the Racing World
Daily Slideshow: For years, Lexus ignored the world of motorsports. But now, they're investing heavily in the racing world, and it's starting to pay off.
Head First
For several years, Lexus was content with ignoring any sort of motorsports effort. But recently, they've not only dipped their proverbial toe in the racing world - they've invested an incredible amount of money to build competitive teams. So why this sudden change of heart? Well, there are numerous reasons behind the dramatic shift in thinking.
Photos Courtesy of Motor Trend.
Everyone's Doing It
The concept of manufacturers leading race teams is nothing new. In fact, it's a concept that dates back over 100 years. These days, virtually every automaker has at least one racing team, even if consumers don't include those efforts in their buying preferences to the degree that they used to.
Photos Courtesy of Motor Trend.
>> Join the conversation about Lexus' latest efforts in motorsports here in the Club Lexus forum.
Follow Suit
Manufacturers like Mercedes and Ferrari invest a massive amount of money in their motorsports efforts - a reported $400+ million each. And as Lexus works to reposition itself as a maker of exciting performance cars, they're following suit.
Photos Courtesy of Motor Trend.
>> Join the conversation about Lexus' latest efforts in motorsports here in the Club Lexus forum.
Road and Track
There was a time when Lexus was content with simply shaking up the luxury market and producing reliable, comfortable cars. But things have obviously changed. To truly compete with the likes of Audi, Mercedes, and BMW, they must win both on the road and on the track.
Photos Courtesy of Motor Trend.
>> Join the conversation about Lexus' latest efforts in motorsports here in the Club Lexus forum.
Generating Excitement
"We want to move the brand in a little more exciting, fun direction," Cooper Ericksen, vice president of Lexus product planning and strategy, explained to Motor Trend. "Motorsport is an effective way to get in front of consumers and put yourself out there."
Photos Courtesy of Motor Trend.
>> Join the conversation about Lexus' latest efforts in motorsports here in the Club Lexus forum.
Past Success
It isn't like Lexus' parent company Toyota hasn't experienced racing success before. They quite simply dominated IMSA in the early '90s, won the Daytona 24 three years in a row a decade later, and have found consistent success in NASCAR in recent years.
Photos Courtesy of Motor Trend.
>> Join the conversation about Lexus' latest efforts in motorsports here in the Club Lexus forum.
Winning In Showrooms
Thus, the GTD class is a sensible way for Lexus to get back to those roots. These factory developed cars closely resemble their production counterparts, which gives consumers more incentive to buy them.
Photos Courtesy of Motor Trend.
>> Join the conversation about Lexus' latest efforts in motorsports here in the Club Lexus forum.
Creating Excitement
Plus, watching Lexus beat out legendary brands like Ferrari, Lamborghini, and Porsche on the track is pretty darn exciting for fans of the brand.
Photos Courtesy of Motor Trend.
>> Join the conversation about Lexus' latest efforts in motorsports here in the Club Lexus forum.
Fruitful Relationship
For now, it sure seems like Lexus' participation in racing isn't going anywhere anytime soon. And we're starting to see more exciting product hitting the showrooms as a result, like the RC F Track Edition. So here's hoping that the new relationship proves fruitful for many years to come!
Photos Courtesy of Motor Trend.
>> Join the conversation about Lexus' latest efforts in motorsports here in the Club Lexus forum.
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