This "future of the GS" discussion is (coincidentally?) intertwined with and relevant to recent remarks by Tokuo Fukuichi (formerly Lexus International president, now chief branding officer for the marque) at the recent Shanghai Auto Show. Said remarks were reported in an
Automotive News article by Hans Greimel, and appear in full in a
Lexus Enthusiast thread started by member Tragic Bronson:
https://lexusenthusiast.com/forums/...-for-lexus-sedans-it-could-be-do-or-die.3284/
With the 5LS already showing some Porsche Panamera influence in its look, might the future of the GS be not as the RWD-centric sedan that sits in between the IS and LS, but as a rival to the newly-launched Porsche Panamera Sport Turismo station wagon?
I read Fukuichi's comments shortly after this thread was posted, and it's almost more puzzling to me considering the GS vs ES speculation.
What I don't fundamentally understand is where Lexus decided to elevate the ES from entry level to midsize when they already had a midsize sedan (GS), and then when you read the comments coming out of company leadership like Fukuichi's... Lexus needs a "GS" all day.
- A sedan with more dramatic, coupey GT-like styling? You could argue that 2GS started that trend, 3GS carried it on and then for some reason, they dropped it with 4GS.
- A car that offers a more dynamic driving experience that you can't get in a crossover? That too would be the GS. Aside from ground clearance, there is little difference between the ES and RX behind the steering wheel.
- Traditional "three-box" sedan is going to die? That's historically been the ES.
Could all of the things above change for the ES, and make it a more dynamic car? Yes, in theory. But now you're talking about a completely different automobile and one that I worry will be "ok at everything" and great at nothing. You're also talking about seriously changing the formula for a car that sells ~5k units a month and has a pretty loyal fan base. That's dangerous.
ES has always been a floaty cruiser with "face value" luxury that serves a number of buyers. There's a market here, as much as everyone wants to think it's boring and uninspiring. To create an ES that could capture or satisfy the GS shopper requires a drastic change in strategy and I'm not saying it's impossible, but Lexus making that dramatic of a change would be extremely out of character. We're talking about (in theory) a performance AWD system with active torque split between front and rear, a 350hp+ engine, F Sport package, dramatic styling (even outside of F-Sport add-ons like wheels and front grill), aggressive exhaust note, sporty handling and steering feel, etc. I don't know how much of this can be accomplished with a FWD platform that's first and foremost expected to capture those same 5k "simple luxury" buyers a month.
If the industry says that people are going to move from sedans to crossovers, doesn't it make sense to think that the RX would pick up ES buyers, not that the ES would pick up GS buyers? Lexus offers no performance crossover so there's nowhere for GS buyers to go... especially not to an RX or ES, as they exist now.
Whenever the next gen ES debuts, I guess that will be our best indication of what to expect from Lexus going forward with regard to the GS. If we're looking at a car that's lower, more dramatic, has more option packages and optional AWD, I'll say I think that could be it for the GS. However, looking at the market and Fukuichi's comments, I have a hard time seeing why there wouldn't be a market for a true four door coupe GS priced from $55-80k. I have a feeling that the new LS is going to cost around $80-85k base and I have a hard time seeing one sedan occupy the territory from ~$40k - 70k when it's still seen as an entry level Lexus. Unless Lexus is completely willing to give this market up to BMW, Mercedes and Audi - and they fully believe the sedan market will never come back - then I do still think there is a market here for a true performance oriented midsize sedan. I almost wonder if it makes more sense to ditch the RC and pitch the GS as a "four door coupe" to that market.
I know this is overly dramatic because it's an artist rendering and supposed to be a GS F, but imagine something like this in the Lexus lineup between ES and LS. It's a completely different animal, and much more like a 6GT, CLS, Panamera, etc.
In summary, I just feel like Lexus has been half-assing the GS for about 12 years and 2 generations now and I still think there is some viable business opportunity here if Lexus goes all-in like they did in 1998. People want dramatic, engaging, dynamic sedans - Lexus just said so. That car in the Lexus lineup is supposed to be the GS. I think them walking away from that formula under these market conditions is a bad idea. Not to mention that for the first time, we have a great scaleable RWD architecture so in theory, the investment to create a GS should be less than it ever has been before.