I thought that this was a good essay on the differentiation between Toyota and Lexus.
paultan.org
Lexus - premium brand or just an expensive Toyota? - paultan.org
I was at the traffic lights the other day when something dawned on me. I was in a two-seat Toyota with an engine behind my back. Obscuring my entire forward view was a Toyota Apartment …
Lexus design isn’t just differentiated from Toyota, but of late, its premium peers from Germany. Compared to the equivalent Mercedes-Benz, BMW or Audi, Lexus models are typically sharper and/or more sculptured, a contrast to the safer approach taken by the Europeans.
The bold approach also extends to cabin design and choice of materials. Examples of the latter range from the UX 200’s Japanese washi paper-inspired dash top surface to the LS’ Kiriko cut glass door trim and origami hand-folded pleats on the door cards. It feels almost wrong to merely call the latter door cards. The perceived quality and attention to detail of Lexus interiors vis-à-vis other premium brands is easier seen and felt than explained.
In terms of design, Lexus has been going on its own very Japanese path – sure, doing that means you won’t please everyone, but distinct identity and boldness has to be celebrated. Have you wondered why BMW is doing what they have been doing to those kidney grilles?
The differences go beyond the top hat. Lexus has its own versions of platforms shared with Toyota, with specific tuning and hardware to suit premium applications. This is where detractors might harp on, but platform sharing has been part of the car industry for some time now, and is here to stay. Economies of scale is a desirable thing, and the Volkswagen Group – which has Audi and Porsche in its stable of brands – are masters of the sharing game.
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The same principles apply to powertrains. It’s not cheap to come up with something new, so when you do it, maximise its use – that’s the idea behind it. We have no problems with that, provided that the final product is par for the course the car is competing in.
A case in point is the Lexus ES – while its FWD underpinnings is also found in the XV70 Camry, the Lexus is larger, more luxurious and looks like a junior LS. Nice as the Camry is, the Lexus feels more special.
Most Lexus models are engineered to be true premium cars from the ground up...
The premium car experience is more than just the car itself, and among premium brands, it’s perhaps Lexus that understands this the best. From the way the showrooms look and feel, to the attention from personnel, Lexus has been known to provide a feel good factor that’s second to none in the premium segment. Just ask their customers, especially those who have also owned a Continental peer.
In terms of product and branding, it’s obvious why Lexus wants to distance itself from its mass market parent, but if you ask me, there’s one Toyota element they should wear with pride – reliability. IMHO, that’s a strong and unique selling point for the brand, in its segment, against its main rivals.
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