I'm sure you know how it works: $55k + destination + rear cargo cover + tint + floor mats = $58k+, and just about 8 months ago, those vehicles were "haveable" around $50-52k but the covid bubble sent prices soaring due to inventory shortages. I bought mine in April with an MSRP of ~$69k and paid about $62,500 before prices went crazy like they are now.
GX has been up and down during this generation (2010+) first offering just base and premium trims, then adding luxury later and restructuring the base to be cheaper with Nuluxe interior to bring down the price, then adding premium plus for 2021 and now black line for 2022. Lexus is wisely covering more and more space with the GX to do what works, and I agree with you that prices are inching up overall with product line expansion.
I also know what you mean with the GX's resurgence in the "overlanding" market but I think those folks get an outsized voice on the internet when the real GX buyer is soccer moms and dads who don't want an MDX or RX. I don't realistically think there are a lot of Land Cruiser buyers (to begin with) who are now going to GX... seems most are interested in the new Tundra, LX or waiting for the Sequoia. Of course there is the enthusiast crowd who seems to be going to the 4Runner and GX, but most of those folks buy used like you state.
Lexus also has the TX coming online soon, so in the next few years, we are likely going to see:
$50-60k RX
$55-65k TX
$60-80k GX (more models, more options, more focused for 3rd gen)
$90k+ LX (off road, 2 row, 3 row, ultra luxury, hybrid, etc
Lots of product -- across the spectrum!
I understand the crazy accessories they tend include on GXs, and MY20 and 21 but base model GXs sub MSRP/sticker 54-55k in MY20-1 were available (higher on the east and west coast for obvious reasons). Premiums could be found at the 57-8k sticker (just an fyi sticker before any discounts which you can also confirm were massive on this thing).
Now you wont find either, and the demographic seems receptive to paying a premium for a simple appearance package upgrade pushing 60k (and yes this is before ADMs)
This fits in with the whole idea of "testing the waters" theory I mentioned earlier, and/or as you mentioned "expansion of the GX lineup".
I would not be surprised as you mentioned the GX bumping 5k for a base.
The outline for the CUV/SUV spread is spot on
Toyota, like any company thrives on marketing. The GX/LX overlanding edition, the round table meet with ih8muders on "giving them a voice at the table which would be the 300 development" (ironically the 300 gets axed from the us market), GX aftermarket incorporation into their builds may seem like a vocal minority, but the new director of marketing for the GX seems to be really milking it.
I do think the present is ripe for this type of product, the only issue is will folks care in 2-3 years when this GX comes to town. Lot of unknowns with that marketing goal, and with the whole transitory phase to electric.
In reference to the LC buyers moving to the GX its not like all 3k LC buyers are going straight to the Lexus dealership and slapping down a pre-reservation deposit on a new GX. I think with the combined annual sales of the LC, which were up since the end of the current generation to about 3k, LX buyers were around 4K, most buyers are gonna switch to the LX, switch brands, or might consider a top spec GX.
With the preview of what product planners showcased with the NX and LX launches the GX is a wild card. Will they offer a mixed powertrain like the NX to cater to different price points, or being that the GX is a mid-upper range SUV singular powertrain.
Not a typo, if you read the entire sentence where I mentioned LC buyers into GXs AND LXs.
On a side note, why are Lexus Flagship products unable to be equipped with Lexus Safety 3.0?