Lexus Wants You to Look, Even if You Won't Bite
Daily Slideshow: Not everybody likes Lexus' current styling direction and luxury brand doesn't seem concerned. Love it or hate it, if you're talking about it, that's really all that matters.
No Boring Cars
It's fair to say that Lexus' current design language has its fair share of both proponents and detractors. The edgy lines and gaping spindle grille you'll find on every single model are certainly a love/hate proposition. But for a brand once accused of building boring cars, is that such a bad thing? Isn't Lexus giving us what we asked for?
Standing Out, Not Fitting In
But while everyone is quick to give their opinion on modern Lexus styling, there is one important point we've all been missing. Does Lexus really care if people like its styling direction? Or are they simply trying to build vehicles that grab your attention? Are they just trying to get noticed in what has become a sea of vanilla automotive styling aimed at fitting in rather than standing out?
Give It to Me Straight
Well, according to Lexus Brand and Communications General Manager of Europe, Michael Tripp, that's exactly what the automaker is trying to do. In an interview with Car Buzz, Tripp didn't hold back or pull any punches as to what Lexus is working to accomplish in this brave new world of styling.
Trying to Be Seen
"If you don’t like us but you know us, I’m okay with that," Tripp told Car Buzz at the Paris Motor Show. "My concern is when potential buyers don’t know us." It's somewhat of a shocking statement, but it makes plenty of sense when you think about it.
Get People Talking
It's exactly the sort of tactic many celebrities take these days. Staying relevant is more important than being popular. In fact, it's why many public figures make audacious statements that they know will draw controversy. If nothing else, it gets people talking about you.
Love or Hate
And certainly, people are talking about Lexus. Love it or hate it, they can't help but notice a modern day Lexus vehicle when it's driving down the street. And that's exactly what execs are shooting for.
Deflection Technique
That desire played a huge role in cars like the new UX crossover. Lexus purposely worked hard to make the UX stand out in a sea of boring compact SUVs, and they hope that will draw people's attention to its many unique features, including a revolutionary hybrid system.
Leveraging Power
"With design, we leverage the power of the Lexus self-charging hybrid," Tripp said. "We are the number one alternative for those looking to get out of diesel. In Europe, diesel is still 70 to 80 percent of the premium market. Just one percent is hybrid or EV."
Brand = Product
Things, of course, are getting ready to shift. And Lexus wants to be at the forefront of that change. "That will certainly change in the years ahead because of growing government-imposed restrictions on diesel," Tripp said.
"While the German premium brands were heavily invested in diesel and are now shifting to EV and PHEV, Lexus sees the opportunity for those who want to ditch diesel and try something new. There are a lot of great choices in our industry. But in Europe especially no one knows our story. We must never forget that at the end of the day our brand is our product.”
Attention Grabbing Techniques
It's a bold strategy, for sure. But in this day and age, getting people's attention is half the battle. In an ever-expanding sea of choices, Lexus is working hard to stand out. Whether that be for good reasons or bad reasons, it's their reason and we have to accept it... even if we don't bite.
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