Lexus Does Not Want To Create Affordable Models Like The Mercedes CLA
|   Thursday, December 12, 2013
Lexus does not want to follow in the footsteps of their rivals from Mercedes, which relies on cheaper models, such as CLA, to attract younger customers not necessarily loyal to the brand.

In 2000, Lexus became the best selling premium brand in the United States market. A position they had maintained 11 years consecutively despite the reliability problems the Toyota parent company has faced in the spring of 2010.

The devastating earthquake Japan faced in 2011 marked the onset of a decline in the Lexus sales on the United States market.
Thus the first position in terms of sales in the premium segment went to those from BMW.

Although they are undefeated so far, the Germans from BMW are threatened by those from Mercedes, which relies on small models with front-wheel drive like the A-Class, B-Class, or CLA. Lexus is well aware of progress achieved by its rivals from Stuttgart, and appreciate the commercial success of CLA four-door coupe, a commercial success generated primarily by the relatively low price of the model in the US: a little under 30,000 dollars.

"Some of our competitors have gone down below 30,000 dollars," said Jeff Bracken, group vice president and general manager of the Lexus division. "For Lexus, we won't be doing that. That is not part of our strategy. I would love to be the luxury leader again, but I think it really makes it difficult, because clearly there is more volume of sales for vehicles priced less than 30,000 dollars. And since we are not going there, it just makes it even that much more difficult for us."
The Toyota and Scion brands "represent sub-30,000 dollars price points appropriately," he continued.
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