Autos Canada Comparison: Lexus GS 350 AWD vs. Cadillac CTS 3.6 AWD

Lexus GS 350 AWD vs Cadillac CTS 3.6 AWD

Autos Canada conducted a comparison between the Lexus GS 350 AWD and Cadillac CTS 3.6 AWD:

It’s easy to assume the Lexus – especially in this “Luxury Package” trim and not fitted with the F-Sport’s variable suspension – would be the soft, roly-poly competitor in this test.  And while the Lexus’ ride is notably better (the Cadillac was prone to crash uncomfortably over some of the nasty winter-borne pot holes and frost heaves we encountered), it is in no way a slouch in the handling department.  Showcasing the efforts the engineers put into the GS’s suspension development, the Lexus maintains remarkable control for such a comfortable machine on the twisty bits of road.

Having proven to us at that the Lexus GS 350 is at least as good or better than the most talked about car in the category right now means it not only deserves to win this comparison test, but it also deserves to find a home in far more Canadian buyers’ garages.

Read the full Autos Canada GS vs CTS comparison

Lexus Australia CEO Discusses the Lexus Luxury Position

Lexus Logo Badge

In an interview with Cars Guide, Lexus Australia CEO Sean Hanley gives an impassioned perspective into the brand’s stance on luxury, and what it means for consumers:

“There’s no-one better credentialed in Australia to run a retail volume campaign with Lexus if we wanted to, given our parent company (Toyota). If volume was all we wanted, we could activate a campaign tomorrow. But we don’t.

“We believe very clearly that in the future, luxury customers will want a point of difference. That point of difference will come in many and varied ways. You have to have a good exciting product, that stands to reason. You’ve got to have a brand that provides the level of recognition that the consumer expects.

“More important than anything, you have to provide service and an experience from the time they look your car up to the time they dispose of your car. It’s got to be exceptional. We believe we’ve got the customer experience pretty right. You can check whatever stats you like, independent or otherwise, we’ve got that right.”

“The uniqueness, the recognition and how they feel. If you sell your soul now and believe that luxury is at the front end and not for the lifecycle of the customer, then I think that’s a strategy that is fraught with danger. Good luck to the rest, if that’s what they want to do. It’s just not what Lexus wants to do.”

With competitors expanding their lineups in all directions, Lexus has to be feeling serious pressure to add more models — the NX and RC are excellent additions, but the lineup will still remain much smaller than its German counterparts.

The comments from Hanley are a perfect illustration of the new Lexus position — a brand that stands apart from the ongoing luxury vehicle sales war, focused more on the owner experience than competing on volume.

Gaps remain in the lineup even with two new models this year, but this is a smart strategy for Lexus right now. With other brands trading in their prestige for low-end model volume, Lexus is doing the exact opposite — at what point does BMW, Mercedes, & Audi cross the line from luxury to simply being a mass market premium brand?

Read the full Cars Guide interview with Lexus Australia CEO Sean Hanley

Lexus DESIGN AMAZING Exhibit Opens at 2014 Milan Design Week

Lexus Design Amazing Milan 2014

The Lexus Design Amazing exhibit opened today at Milan Design Week 2014 in Italy:

Included in the exhibit are new works by three world renowned designers, who were tasked with creating an experience based on the Lexus “Amazing in Motion” theme.

Continue reading this article…

New Lexus GS Commercial Takes a Swing at its Competitors

Lexus GS Commercial Hypnotize

Lexus USA also released a new GS commercial that takes its competitors to task — the video starts with a behind-the-scenes look at how the commercial was filmed:

Great to see the GS getting this type of marketing exposure two years after its initial release — considering the sedan’s recent sales success, it’s well deserved.

(Thanks Antwan!)

New Lexus F Performance Commercial Featuring the RC F

Lexus F Family

Lexus has released its first commercial featuring the new RC F coupe — here’s the full 60 second video:

The commercial is part of an initiative to familiarize consumers with the F performance brand — there’s also this new print ad (click for a larger image):

Lexus F Performance Print Ad

(It may be confusing for enthusiasts to see true F performance models together with the GS & IS F SPORT, but this is a campaign targeted at the general public — utilizing the RC F and LFA to sell more F SPORT models has been the plan all along.)

Read more about the new F Marketing Campaign