Lexus wants to survive in the current automotive world, then the Japanese luxury brand is going to have to make a lot of the same changes many of the other brands have already made, and luckily, they recognize that. This is why they have come up with a new global theme called "progressive luxury." This idea provides a greater focus on hybrids, advanced telematics, and sporty packages which the company intends on using to enter new market segments and offer bolder designs for their models.
In an interview with Automotive News, Karl Schlicht, General Manager in Charge of Global Lexus Marketing and Product Planning, said: "There was a need to make sure we were all on the same page. It’s very simple when you have one market. You have multiple regions now — like Europe wanting one direction, Japan another and China coming on. That gets more complicated."
To get down to the nitty gritty, Schlicht says that future Lexus models will be more expressive, have daring designs, an aggressive application of hybrid technology, advanced use of onboard telematics, and expanded use of F and F Sports packages, following the IS-F and IS-F Sport performance variations. The first models to receive this said treatment will be the CT and RX ranges.
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