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Is Lexus Opting for a Path More Traveled?
777Date: Thursday, 28 Oct 2010, 16.30 | Message # 1
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Lexus has been steadily marching its way out of the bland, nameless void of Japanese luxury and more toward a performance-oriented vision over the past few years. We felt the first tickle of the company’s performance itch with the introduction of the IS-F a few years ago, complete with 5.0-liter V8 engine, rear-wheel drive and a laundry list of go-fast parts on board. The car was about as far as it could get from the retirement-center image the company had, since its inception, worked to cultivate.

Or at least that’s what we thought at the time. This year saw Lexus unveil the LFA, a limited-edition V10 midengine racer. Talk about uncharted waters. What’s more, the company plans to spread its performance momentum to the rest of its fleet, starting with the upcoming hybrid CT 200h. From what we’ve heard, Lexus is aiming to position the little hatchback against the likes of both the BMW 1 Series and Audi A3 -- two models that prize driving dynamics above all else.

Lexus has made it clear that it intends to infuse each of its models with a new sense of responsiveness, but doing so puts the company into the same pen as German automakers that have long been established as the front-runners in the performance luxury game. If the Toyota luxury annex is looking for a way to distinguish itself from Infiniti and Acura, we’re not entirely sure that this is the best way to do it.

If the company intends to lock horns with the BMW 3 Series and the Audi A4, it’s going to need to not only be able match track times, but beat those staples of German engineering on the price front, as well. Otherwise, you can expect to see Lexus rack up a new collection of bronze medals in comparison tests in a hurry.


 
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