Quote Originally Posted by niky View Post
The Lexus IS is a good alternative to the 3-series, the GS lacks the style and panache of rivals like the E-Class and 5-series, the ES is just... sad... the RX is decent in high trim but I don't know if the interior luxury matches the price, and the LS is still (as it has always been) sublime. The CT200h is what the Prius should have always been... a luxurious, economical, quiet hybrid alternative to the Germans. Haven't driven it yet, but am planning to.

A mixed bag. The problem is differentiating the brand enough from Toyota to attract brand snobs while still ensuring that people know that there's Toyota "reliability" behind the name. Also difficult will be trying to play up the luxury and "heritage" versus up-and-coming "affordable" luxury rivals like Volvo and the Genesis and Equus sedans of Hyundai, as Lexus still doesn't have the perceived "heritage" of some of the older luxury brands. Problematic also is the revived and updated Jaguar / Land Rover line-ups... as those are brands that are also competing for a share of the German pie and have a lot more perceived heritage than Lexus.

I think you'd have to play up to the strengths of Lexus directly instead of going for the "luxury" or "heritage" halo... technology, value, reliability, performance... etc.
Thank you for your opinion! I agree, that the brand is strongly associated with Toyota. We're trying to come up with an idea to differentiate the brand to Toyota and make an identity of their own.