The market of Lexus, unit of the Toyota Motors Corp gets dethroned as other rivals such as BMW and Mercedes makes their way into the sales leader of luxury cars in the automobile market of US. This move is stated to be with the mission to remake the brand with redesigned models that emphasize on the performance better in comparison to the look and appearance of a family car, thus resulting new IS sport sedans that are designed to attract low level and beginner drivers who are mostly into the market to buy German.
The new 2014 IS has arrived at the midyear timing with various features that are derived and influenced by the robustness and intensity of racing track that are analyzed with the German rivals of the market. This new redesigned car is equipped with features such as low seating position, robust and stiffer frame and a brand new spindle grille that reflects the new face of Lexus. Naoki Kobayashi who is the engineer behind the development stated at a briefing at Texas that every development decision that are associated with the design of this vehicle has been based on achievement, thus exceeding the fun of driving at higher level. Toyota is reported to have revamped the unit Lexus with 20 percent profit from it, as per the analysis of Koji Endo who is associated with the Advanced research Japan. The demand for luxury cars at China, japan and Southeast Asia goes high with global fuel sales. In the US market, the company is all geared up to enhance the presence of Lexus motors which is stated to be more luxurious and comfortable than the Camry sedan and the Prius hybrid cars, thus preventing customers to move up for mass vehicles from other premium brands.
The president of Japan based Toyota and chief officer, Akio Toyota, plans to make Lexus evolve into a luxury brand that will be accepted by older as well as new generation for its fun driving features. It is reflected that though this automaker brand still enjoy its loyal customer track record in the luxury car segment, German rivals are trying to lure away the young buyers with more stylish and interesting driving features and dynamics.
In the words of Alexander Edwards who is the head of San Diego research at Strategic Vision auto division, “In order to stay in relevance to the brand, it has to be providing maximum comfort and security. It is also essential to have design and performance factors also to attract more customers of new generation.”
It is reported that before its launch in the market afresh, the IS model was put through a complete test on the racing tracks to be able to compete with the German rivals, including BMW of Munich based organization Bayerische Motoren Werke AG and the Mercedes-Benz C.