Lentz believes a competitor to the Mercedes-Benz GL and Audi Q7 would have been the wiser choice, rather than listening to dealer demands for a sports car.
Still, Lexus doesn't say that it sees the RC as a mistake. It has been relatively successful -- selling more than the flagship LS sedan with 4,258 units through April of this year. Sales for Lexus as a whole have risen by 17 percent compared to last year.“In hindsight, if I was making this decision 10 years ago, seeing what I see today, the three-row [crossover] probably would have been the better play to come out first,” said Lentz. “Strategically that’s a more important vehicle to have than necessarily a lower volume, higher priced image product.”
Again, you don't get to trade that as an image. Look at the publicity they've generating by being in every M4 vs Audi vs Lexus comparison and the sexy ones. Lexus has stated that they are attempting to swing their brand perception away from big and cushy, you don't get to do that by developing a big and cushy crossover.I do think that the RC helps Lexus define its brand better, but remember that its not a matter of if the RC should have happened at all, its just a matter of if it should have come before or after a 3 row crossover. I think that the 3 row crossover would have given them more sales, and consequently more capital to to invest and develop the RC Coupe.
There is no such thing as a slight setback when it comes to image. Image is all you have to trade on and it will be protected with life. Reputation is the only bargaining chip you have.It would likely be a slight set back in projecting that image anyways, would have been much of an issue IMO.
Reputation sells cars, if not Lada's would be everywhere. Its a bit hard to command volume when consumers have no reason to latch onto your product. The auto industry is well and truely a place of little differentiation. Outside of base fripperies most cars in class are identical. Brand becomes the differentiator and the key to sales when product can no longer distance you from an identical rival.All this talk of reputation I think is true, but I question whether Lexus should care more about reputation and image, or hard numbers -- sales.
I think that one of the things that Lexus has going for it is a very defined brand, even without the RC350. The spindle grille sets Lexus apart from every other brand. They have a very definitive look.Reputation sells cars, if not Lada's would be everywhere. Its a bit hard to command volume when consumers have no reason to latch onto your product. The auto industry is well and truely a place of little differentiation. Outside of base fripperies most cars in class are identical. Brand becomes the differentiator and the key to sales when product can no longer distance you from an identical rival.
Separated by secondary differences...
But that can be said for every single brand out there, they all have a brand distinctive looking grille by which they are defined by.I think that one of the things that Lexus has going for it is a very defined brand, even without the RC350. The spindle grille sets Lexus apart from every other brand. They have a very definitive look.
