| LEXUS TUNING: First Modification |  |
The creation of the Lexus Division of Toyota was an anticipated event in the automotive industry. And just like any production or product by Toyota - was well planned and executed. All expectations were surpassed. In a few short years Lexus became a brand-name that sent all high-end automobile manufacturers back to their product planning boards and their marketing arms toward a total reorientation. The rest is automotive history, milestoned by the brand of Lexus.
Lexus changed the whole automotive structure and market. Including Toyota’s. Finally, Toyota Japan had an opportunity to market all their high-end models to the U.S. and the world. Toyota’s expertise in automotive manufacturing has ranged (domestically) from the most basic and utilitarian, and- unknown to the rest of the automotive world, to the most luxurious and option-laden models. Toyota has had the deepest and widest product line-up of any manufacturer.
The whole aura of the Lexus name was established by one model- the LS400. But the introduction of the LS400 was based on decades of Toyota luxury engineering, manufacturing, and marketing experience- not a one time pioneering effort.
In short- Lexus Division is a clever marketing strategy by Toyota. The Toyota mantras of Value and Dependability were extended by the Lexus Division to include Excellence and Status. Toyota has always produced World –Class products in different model categories- and the Lexus brand focuses sharply on the Toyota high-end products.
Now comes a new breed of customers that Toyota has captured with the Lexus name. And thru Lexus marketing, the current Industry standard, had created a consumer base with very high enthusiasm for the NEW nameplate- bordering on ………
A total turn-off to some Toyota purists. There is a real difference between the traditional Toyota enthusiast and this new generation Lexus group. This happens to the best of families. Expectations, in general, run different. Toysport has worked with many Lexus owners- from both groups: previous Toyota owners now driving Lexus and first time Toyota product owners driving Lexus- and a reorientation seemed in order for tuning needs.
Which leads to another dilemma- how is a Lexus properly “tuned”? Toysport has grappled with this question on and off, since 1990. Die-hard Toyota enthusiasts eschewed the Lexus nameplate; they know ALL Lexus models- were originally Toyotas in the home market. Which was THE BRAND for them. After all, the ultimate Toyota luxury car, the Century still proudly wears the Toyota badges! And the world’s most famous SUV is still known as the Toyota Land Cruiser.
And here is the new challenge facing Lexus in entering TRUE High Performance- the target European marques have raised the ante with factory tuned models. Surely, Toyota has models in Japan capable of running with any model line-up- with a little tuning help. And Japan boasts probably the best Tuning Manufacturers to support the vehicles….. but Lexus Division seems hesitant to follow the traditional high performance route.
Getting the performance models from Japan over here is as simple as ordering the correct model off the production line….. but the protection of the Lexus image has been the major stumbling block, and you cannot blame Lexus management and marketing from doing otherwise…..
The solution Toysport proposes is to re-badge the cars to the original Japanese nomenclature. (Yes they maintain the correct Toyota / Lexus vehicle code!) And start having REAL fun….. A Lexus is a TOYOTA….. turned back into a REAL Toyota, will keep Lexus Headquarters off all our backs.
In typical Toyota thoroughness, do not be surprised if they launch a completely new division…..in fact there is a completely new marketing division just formed (in Japan) to support all of the Motorsport activities of Toyota at the manufacturer level…..why do you think they have targeted Formula 1?
In the meantime, Celsior, Aristo, Soarer, Altezza, Kluger, Windom…..we can tune and modify without any repercussions to the Lexus image….. A downgrade or an upgrade? It is your call….. But the better Lexus will probably carry a Toyota badge!