Cars & Concepts

Core buyers are aging, so Lexus courts youth with new, bolder products

The RC 300h is part of Lexus' new performance channel and the LS, below, is part of its luxury channel.
July 12, 2014 05:00 AM
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3-way race
Lexus trails BMW and Mercedes-Benz in sales this year, but is neck and neck with them in registrations, an indicator of retail sales to individuals.
Brand2014 sales through April2014 retail registrations through April
Mercedes-Benz*98,50288,068
BMW**97,57990,829
Lexus88,25088,209
*Excludes Sprinter **Excludes Mini
Source: R.L. Polk
OEM03_307149927_H2_-1_LJGOHPDIDPTM.jpg Bracken: Keep older buyers, add younger ones.

VANCOUVER, British Columbia -- Lexus isn't about to become Toyota's doddering Buick brand -- not if Jeff Bracken has anything to say about it.

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