Dethroned by BMW and Mercedes as the U.S. luxury sales leader, Lexus aims to get back on top of the luxury cars list with latest models.
Find out what buyer group Lexus intends to reach.
Lexus, dethroned by BMW and Mercedes as the U.S. luxury sales leader, aims to remake itself with models more like performance cars and less like family cars, leading to a new IS sport sedan intended to lure entry-level drivers who would otherwise buy German.
Lexus has the oldest average customer of the three leading luxury brands in the U.S., according to Strategic Vision, which annually surveys tens of thousands of car shoppers. The average Lexus buyer is 61, compared with 54 for Mercedes and 49 for BMW.
The current IS draws buyers with an average age of 50, making it particularly critical for the company, Edwards said.
Along with attracting first-time luxury buyers with the revamped IS, Lexus wants to convert drivers of other brands. “IS is a conquest vehicle for Lexus, bringing in people who’ve owned BMW and Mercedes,” he said. By comparison, the ES sedan, the top-selling Lexus car, is bought mainly by drivers who’ve owned an ES previously.