Lexus banking on LC 500 to dispel ‘boring’ image

Having just been unveiled at the 2016 North American International Auto Show (NAIAS) in Detroit, Lexus is banking on the LC 500 coupe to dispel its ‘boring’ image, Reuters reports. The two-door can be seen as a response to the many years of public criticism that the brand’s designs were less than inspiring.

“I was determined to make sure we became a more emotional brand, and that the words ‘boring’ and ‘Lexus’ never showed up in the same sentence,” said president of Toyota Motor Corp, Akio Toyoda at the auto show. “We want to make clear the distinction between the Toyota brand and the Lexus brand,” echoed Tokuo Fukuichi, president of Lexus International.

“Lexus is for drivers who are more discerning about drivability, design and quality,” Fukuichi said. He also acknowledged that these were areas where Lexus may not have been delivered to the best in previous years. Fukuichi further elaborated upon the differentiatiation between both brands. Labelling Toyota as an “anchor” that consistently delivers high quality products to the mass market.

Previously, Akio Toyoda said in an interview, “we are trying to position Lexus vehicles as emotional and cool. For Toyota, I attach greater value to family, convenience, fun-to-drive.” This, according to Toyoda, was one reason why the Lexus LC 500 coupe was born.

The rear-wheel drive Lexus LC 500 premiered in the flesh with a new Lexus Multimedia system on the inside, and a host of safety tech. It is powered by a 5.0 litre V8 engine that can similarly be found in the RC F and GS F. The engine is paired with a 10-speed automatic transmission, and can get from 0-100 km/h in less than 4.5 seconds.

GALLERY: Lexus LC 500

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