We don't know who doesn't want to do it. Is it dealers not asking? Is it something not being presented. The fact is there isn't just demand, there is huge demand in the luxury segment. Coupe and sedan sales are moving to Coupe SUV's. Lexus is not present which is alarming when all the Germans are.
X4
X6
GLC Coupe
GLS Coupe
A8
E Tron Coupe
Q5 Sportback (on the way)
Q3 Sportback
Cayenne Coupe
Macan
I probably missed a couple lol
Please don't correct me on the Q8/Caynne/Urus. They share architecture and engines. From what we have gathered the LF-1 will do the same with the LS/LC.
I think there are going to be two schools of thought here:
1) Lexus should be keeping pace with the market in terms of models and new segments
2) Lexus can do what they want and don't have to do what everyone else does
I actually believe a bit of both. Vehicles like the ES and RX are dominant and it's important for any auto company to have a few things they do well. For Lexus, it's those two. The problem is that as Lexus has sat it out on so many of these new vehicle segments, they are beginning to look sort of irrelevant in the luxury landscape. No four door coupes? Ok. No SUV coupes? Sure. No battery powered cars? Alright. No performance SUVs? Hmm... ok. Limited high performance lineup? Dang, but ok. No sports cars? Jeez.
... but all of those things together? It looks like Lexus is sitting on the sidelines while BMW, Mercedes and Audi play ball. The only segments where Lexus really plays are traditional sedans, crossovers, coupes, two BOF SUVs and hybrids. The luxury landscape is very different now than it was 10 years ago and Lexus needs to meet that new normal - even if they do it in their own way.
I do not think that Lexus needs to necessarily play the game the same way as the Germans, and I think the LF-1 will be a flagship, performance CUV and CUV coupe all in one package. But I also think they need something else dramatic and less expensive that is similar for around $45-60k... but doing so would upset Lexus bread and butter NX and RX.
I also believe that if Lexus can invest more significantly in the next gen ES to create something like the 2021 TLX - performance AWD option, dedicated performance engine option, better differentiation from the Avalon/Camry - they can cover the midsize space more effectively and profitably. Give it a long hood and a curvy roofline, and you can pickup some people looking for a four door coupe while keeping the traditional ES base. You could make similar strides with the NX and RX.
We talk a lot about Lexus product delays and timing, but I think Lexus can solve a lot of these problems and holes if we see a similar improvement in Lexus' transition to TNGA as we saw in Toyota's. There are more unknowns with Lexus, which is frustrating, but I also want to hope that the extra time it's taking will pay off with a new round of TNGA hardware and software that elevates Lexus products over their Toyota siblings.
I think the next gen NX and RX are going to be make it or break it products. If they simply restyle the Highlander/Rav4 and come to market with the same engines, I'll have to fully close the "Lexus" chapter of my life. That will be it for me. But on the contrary, TNGA is a strong blueprint to create some truly kick ass next gen products through stiff, capable, flexible platforms and part sharing. I think about an RX or NX with an upgraded engine and torque vectoring AWD. Talking here about new V8s and turbo hybrids on GA-L is exciting. CUV coupes and four door coupes are largely just styling exercises, and things that can probably be covered with more design execution like we saw in the LS, LC and LF-1. I think the ES was sort of botched with a late term cancellation for the GS, so I hope we see more growth in the ES line in the future. This IS refresh is, however, going to be hard to swallow.
With all of that said, while Lexus has done a lot of stupid things over the last decade, seeing how strong and competitive TNGA has made Toyota gives me hope that similar changes will happen at Lexus, even if they're delayed. I think the next gen NX and RX, as well as the execution of the LF-1, will be the best indicators of whether or not there's anything left in this brand or if they're going to fall by the wayside like Acura, Infiniti, Lincoln and so many others.
