qtb007
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I didn't say that. I'm saying that buyers are saying they have no interest in what this little corner of the internet claims will fix Lexus' woes. Woes like best ever sales results through the 3rd quarter in their 35 year history.Sounds Lexus should just give up then.
Lexus: "Okay all right guys we're going to kill every single car but the NX, ES, RX, TX, and GX (A.K.A., the only cool Lexus) because... screw all the other cars right?"
I don't envy Lexus product planners. Buyers are schizophrenic these days. Regulations are rubber banding between demanding no ICE in 6 years time to adding registration penalties to BEVs for loss of gas tax revenue. 3 years ago everyone was clamoring to be all BEV by 2030 and now everyone is figuring out how to keep their volume with powertrains that were supposed to sunset in 2 years time. As it is a pretty tumultuous time in the industry, it does make sense that Lexus focuses on flexibility and their core customers just to get through it. I think their plans to focus on BEV were pretty solid. It works with regulations, BEV fits well with Lexus core competencies (NVH), and it would allow them to really push out into other segments as far as body shape, target customer, etc with economies of scale that ICE just can't. Then we had a race to the bottom led by Tesla and every other automaker having to throw tons of cash on the hood to move metal and that has effectively torpedoed BEV as a singular direction.
Finally, I don't know how you make someone desire a Lexus sports coupe the way people desire an M3/M4. For Lexus to make the business case for sleek sports coupes, they need to make something that truly feels special. Toyota has apparently figured out some of that magic by building what other won't via the GR brand (Corolla, Yaris, 86). But the things that make the GR cars great make for terrible Lexus. It has to be a maniac in a tailored suit. Maybe a 6MT or 7MT in an IS-F or RC-F would have done it... but probably not. Lexus needs a time machine to go back into the 90s and offer that type of car from the beginning to build that reputation. When the truly fast cars are all going to BEV, I don't know that various high power ICE cars will be more than just a curiosity at this point.