Lexus seeks out a younger market, but price may now be a problem
For most people, Lexus is an also-ran. It fits into that subpremium category that basically means "not German". The luxury brand of Toyota struggles in SA to match the might of Audi, BMW and Mercedes, but things look a little better when you compare it to Jaguar, Volkswagen and Volvo, at least in terms of sales numbers. Few people are going to say they would rather have a Lexus than a Jaguar. Finance Minister Pravin Gordhan has always been a Lexus fan. I rest my case. So it will come as no surprise that in November, the company sold just 97 cars in SA. That number barely justifies its existence compared to its German rivals, but like some of our government officials, the company has no intention of going anywhere, and is promising to continue offering its own brand of luxury and affordability. Then there is the US — the market for which the brand was actually created. Stateside they love their Lexuses. What is the plural of Lexus anyway? Lexii? This year sales are down 20.6% but we ...
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