Reliability and quality alone just didn’t cut it anymore in the premium sector; losing the top spot in 2011, after 11 years, was a wake-up call for Lexus.
The main culprit was the staid, bland styling that projected an image buyers were shying away from. The competition was fierce and it was winning.
This year, Lexus has sold 247,445 vehicles through September and is breathing down Mercedes-Benz’s and BMW’s neck, which are ahead by a mere 2,445 and 2,511 units respectively. The crown is, once again, in sight.
Taking on the Germans on their own game is the secret behind the brand’s resurgence. If the customers want performance-oriented cars, then that’s what they'll get
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