BusinessWeek - Lexus: Too Japanese for the Japanese

Newsbot submitted on 03/21/2008 Official Bell & Ross Timestamp: 1:00 PM
from: www.businessweek.com

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Tags: BusinessWeek - Lexus: Too Japanese for the Japanese

Why Toyota's luxury lineup is getting little traction at home—while German brands remain an obsession

When Toyota (TM) introduced its Lexus brand in Japan three years ago, the company was hoping drivers like Masayoshi Haku would swoon over the luxury lineup. The 46-year-old doctor is a car lover with a $110,000 BMW 750 sedan and a $60,000 Porsche Boxster, so he should have been a prime customer for Lexus. But Haku hasn't taken the bait. Why? Lexus is too Japanese for his tastes. "Lexus makes excellent cars. But if you ask me whether I'd buy one, the answer is no," says Haku. "Foreign brands have more individuality."

For most Japanese car buyers, "foreign" really means "German." Although Lexus hit American showrooms 19 years ago and has been the top-selling luxury nameplate in the U.S. since 2000, it didn't arrive in Japan until 2005. By that time German brands dominated the high end, and Lexus has had a tough time getting a toehold, reaching only 60% of Toyota's initial sales projections. In 2007, Lexus moved 34,800 cars—about what it sold in December alone in the U.S.—and sales so far this year are down.

A big problem was the initial lineup. The company started with just three models: the $52,000 GS sports sedan, the $68,000 SC convertible, and the entry-level IS sedan, starting at about $40,000. All three had previously been available in Japan under the Toyota nameplate—for about 20% less than the Lexus models.

Worse, the buzz Toyota created for Lexus may have benefited the Germans. Following the Lexus launch, rivals say they saw increased interest as customers then visited BMW, Mercedes-Benz (DAI), and Audi (VLKAY) showrooms to compare. "The introduction of Lexus is energizing the luxury car market," says Ashvin Chotai, an independent auto consultant. But few customers have steered away from the German makes. Chotai says 80% of early Lexus buyers were former Toyota drivers; only 5% came from Mercedes or BMW. "Getting Lexus accepted as a bona fide luxury brand seems to be a lot harder in Japan than in the U.S.," says Chris Richter, an auto analyst at brokerage CLSA. "It's one of the rare times Toyota has stumbled."

Japan's German-car obsession shouldn't have been news to Toyota. Wander through Tokyo's upscale wards and you'll find no shortage of expensive German models, even though they're often too big to comfortably navigate Japan's narrow streets. And many of them have the steering wheel on the left, the European standard, rather than on the right, Japan's norm. "I wanted to drive an authentic BMW, like the ones in Germany," says Yoshihiro Nakahashi, who runs a Web site for BMW fans and pilots a left-hand-drive BMW 320si.

Still, few are giving up on Lexus in Japan. After all, Toyota has 45% of the car market there, it has built 160 plush Lexus dealerships at an estimated cost of $10 million each, and it has booked tons of prime-time TV ad slots. Most important, Lexus added the latest version of its flagship, the $77,000-plus LS sedan, to its lineup in September, 2006. Last year it accounted for more than half of Lexus sales in Japan.

Toyota says Lexus' fortunes are improving. In the segments where Lexus competes, the company claims it outsells German rivals. Mercedes' numbers, Toyota notes, include its A-class small car, and BMW sales figures count two SUVs. Lexus doesn't sell an SUV in Japan, though the mid-size RX is due in 2009. And Lexus last year topped buyer surveys by researcher J.D. Power & Associates (MHP). "It's going to take Lexus three to five years to create a brand image to rival Audi, BMW, or Mercedes," says Hiroaki Kihara, editor of magazine Autocar Japan. "But they took many years to establish their brands in Japan, too." Read Article

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silver1 - 3/21/2008 3:20:21 PM

-5 Boost

Thats the worst thing I ever heard anyone say. You are horrible.

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EL34 - 3/21/2008 3:20:53 PM

-2 Boost

I'll agree with that TP :-)

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1995e34 - 3/21/2008 3:43:00 PM

+4 Boost

smart fella

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Auto_expert - 3/21/2008 6:31:59 PM

+6 Boost

The Japanese have learned to separate the wheat from the chaff.

The funny part is that Germans don't go for Japanese luxury models either. I guess they share something in common. America is divided. Guess the Germans and Japs know something we don't.

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kthor - 3/21/2008 8:52:26 PM

+3 Boost

The Japanese are smart people and enjoy an engaging driving experience as much as the next guy. If you want a transportation appliance that you can steer ToyLex will be there for you (if you don't want to steer find a bus/metro pass). Life is short, seek out Sheer Driving Pleasure.

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1995e34 - 3/21/2008 9:53:37 PM

+2 Boost

i don't think there is a lack of appreciation for involving cars in america as it appears. i just think there is an extra amount of people who want their camry to be dolled up.

look at models that lexus sells in vast quantity; they are mostly fancier versions of toyota offerings (rx and es). but then when an individual opts for something not based off an econocar, lexus isn't nearly as popular.

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Designer1 - 3/23/2008 1:16:43 AM

-1 Boost

ToyotaPower, you need to define what is good first. To everyone "good" would mean different thing, depending on what you want it to be.
So for me, good is, quality, safety, reliability, driving experience, cost, and peace of mind.

Taken those into the equation I see that the Germen cars defeat Lexus ONLY in the driving experience, so how can one category over take all others?
This is why whenever Lexus is compared against others; they always pay more attention to the driving experience and forget what a car is made of and what other dimensions it has to be looked at.

So good, means for the package as all to be good, and I vote for Lexus to be better than all others.

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LexusLion - 3/23/2008 10:57:35 PM

-4 Boost

ToyotaPower: "Lexus is good, but not as good as BMW or Mercedes-Benz."

Lexus is way better than BMW and MB. Lexus/Toyota makes some of the best cars in the world. Read any car magazine or car site and Lexus is always at the top of the rankings/ratings. BMW and MB usually trail Lexus/Toyota by several spots, usually both, BMW and MB, are around the middle of lists.

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silver1 - 3/21/2008 3:22:05 PM

-7 Boost

I suggest you go look at Lexus in JD Power and Consumer Reports, and how they domanate it year after year.

It was Lexus that won "World Car Of the Year"

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silver1 - 3/21/2008 5:40:17 PM

+3 Boost

Me also! i like cars from all over! I love Mercedes, I love Caddy, I really love Audi, I love Infiniti, and Acura....

kthor - 3/21/2008 8:54:43 PM

+3 Boost

Every BMW model except the 6 Series is Recommended by Consumer Reports this year!! Yes the 7 Series is Recommended by Consumer Reports!!

S4cabriofoxone - 3/24/2008 11:41:34 AMView My AgentSpace

+1 Boost

"It was Lexus that won 'World Car of the Year.'"

2005: Audi A6 - first car to recieve the award

2006: BMW 3 Series

2007: THEN Lexus LS460

On top of that, Audi has won both "Performance Car" and "Design" for two years in a row, 2007 (TT and RS4) and 2008 (both R8).

silver1 - 3/21/2008 3:26:59 PM

Show Comment -15 Boost

07G35J - 3/21/2008 3:59:56 PM

+8 Boost

The article is not saying that Lexus is better or worse than BMW or MB. It just says they are not selling as well as in Japan. Relax!! Don't have a heart attack...

07G35J - 3/21/2008 4:01:54 PM

+6 Boost

"...they are not selling as well as in Japan"

Oops... I meant to say they are not selling as well as the german cars in Japan.

audirevolution - 3/21/2008 11:13:16 PM

+7 Boost

of course you feel like heaven in a lexus. You are probably asleep behind the wheel.

bmwman1963 - 3/21/2008 3:33:13 PMView My AgentSpace

+8 Boost

Lexus models sold under the name of Toyota in Japan..

I got deboosted everytime I mentioned that Lexus models were just Toyota's with better makeup, Now even Lexus admits it! LOL

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LexusKindaGuy12 - 3/21/2008 4:13:42 PM

-9 Boost

actually, the new generation IS, GS, and SC were never toyota models.

toyota models were only the RX and last gen IS, GS, and ES models

silver1 - 3/21/2008 5:41:40 PM

-9 Boost

"bmwman1963"

And even a Toyota Yaris and a Scion is more reliable than a BMW

1970toyotamarc - 3/21/2008 7:15:12 PM

-4 Boost

bmwman, I dont know about you getting deboosted (Euro fans sure complain about that when Lexus fans regulary end up like -22), but you should have been because you are wrong. Lexuses in Japan have not been rebadged Toyotas. You have it backwards. Those luxurious Toyotas (Harrier, Soarer, et al) were rebadged Lexuses, because the Lexus brand itself did not exist, yet the exceptional cars still needed to be sold, and sold they were.

Now with the Lexus brand on sale in Japan, as each car is remodeled the new one will be a Lexus only, and sales will increase as a result, just as they did when the LS was introduced to Japan.

kthor - 3/21/2008 9:00:22 PM

+5 Boost

"And even a Toyota Yaris and a Scion is more reliable than a BMW"

Toyotas that are one step away from a bus pass.

bigmotov - 3/21/2008 3:33:22 PM

0 Boost

That really depends on how you view "good". You have to remember that Lexus is still a baby company compared to BMW and Merc. Since Lexus, BMW and Merc aren't what they use to be and they are also only better because of Lexus.

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bmwman1963 - 3/21/2008 3:35:21 PMView My AgentSpace

+1 Boost

I guess the Japanese people aspire to "true sport and luxury" after all.

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bigmotov - 3/21/2008 3:44:08 PM

+4 Boost

Are people dumb? "Lexus are Toyotas", "Audis are VWs"...etc...REALLY?!?!?! If there wasn't a Toyota and only Lexus, would it still not be the same vehicle? It only makes sense to build on something you already have. No automaker would argue with that.

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bigmotov - 3/21/2008 4:03:06 PM

+4 Boost

So you're saying that VW and Audi also don't share any platforms, mechanical components....nothing??? Hmmmm.

07G35J - 3/21/2008 4:04:01 PM

+3 Boost

"Audi's aren't VW's anymore"

I believe that Audi's TT is still being built on a New Beetle platform, isn't it?

kthor - 3/21/2008 9:07:42 PM

+4 Boost

If you want a pure Driving Machine step up to BMW. No shared lower siblings to save costs, just pure engineering for driving pleasure.

S4cabriofoxone - 3/24/2008 11:49:17 AMView My AgentSpace

+1 Boost

Nor are Lexuses Toyotas.

The A3 is the only Audi that is built plainly on a VW platform (Golf), and the TT is loosely based on the GTI, but has a mixed aluminum spaceframe and different dimensions.

Spectator - 3/21/2008 4:00:25 PM

+9 Boost

Newsbot...why did you post this?

Now you got all the Lexus afficianado's wound up and we are going to see a post that goes like this...

Lexus fan A:

"this is such BS lexus is the greatest vehicle manufacturer there ever was"

Non-Lexus fan:

"uh what about 'X' brand"

Lexus fan B:

"Shut up pud knocker. That car will never beat the IS-F"

Non-Lexus fan:

"but it already did"

Lexus fan A:

"No it didn't. The lexus IS-F is faster than the Bugatti Veron, its even faster than a Lear Jet"

Lexus fan B:

"Shut up you stoopid German fan boy"

Non-lexus fan:

"who said I was a german fan"

Lexus fan A/B

"your mama"

ETC...

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bigmotov - 3/21/2008 4:01:43 PM

+2 Boost

So you're saying that VW and Audi also don't share any platforms, mechanical components....nothing??? Hmmmm.

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huu76 - 3/21/2008 4:08:28 PM

-3 Boost

Kind of funny that the LS makes up 50% of Lexus sales. Just a continuation of "if you can't afford a Lexus, buy German because the steering wheel is on th left".

There aren't that many German cars in Japan, BMW and MB only sell about 50,000 each. Before Lexus, Toyota's high end models outsold both.

I laugh at the yuppy doctor who bought his BMW because the steering wheel is on the left side. Oh look, my Chevy Cobalt has a left side steering wheel too. How imported! His parking spaces are probably larger than the 500 sq.ft condo he calls a home.

"Mercedes' numbers, Toyota notes, include its A-class small car, and BMW sales figures count two SUVs" Lexus isn't far behind with only a 4 model lineup.

I'm surprised that Lexus thinks it only needs 5 years to catch up. Probably figure the LS' trickle down effect will make the IS more high-end (eventhough the price already does).

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thecar - 3/21/2008 4:45:40 PM

-1 Boost

u laugh at them from US ,
they laugh back at u for sure .

Different mentality from asia
bcoz car is a symbol of wealth
practicality dosen't wow them like in US

ChicaneShooter - 3/23/2008 5:59:14 PM

0 Boost

TP--

what do YOU know about how japanese feel towards chinese?

huu76 - 3/21/2008 4:09:57 PM

-1 Boost

I think once the next RX coms out, you'll see the Harrier disappear from Toyota's lineup.

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steve27t - 3/21/2008 4:10:06 PM

+3 Boost

There are some engines shared across VW/Audi the 2.0t, the 3.2 vr6 in the TT and the 3.6 in the Q7. The only Audi platform that has any relation to VW is the Q7 and this is heavily modified from the Toureg/Cayanne platform.

The TT is half Alluminum/Steel and has no commonality with the Golf/Beetle.

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Porschinator - 3/21/2008 4:35:12 PM

+2 Boost

Hard to expect the Japanese to suddenly spend more $$$$ on cars that were badged as Toyota's not too long ago. Will take awhile and Toyota will constantly drum the patriotic theme to buy their 'Japanese' cars.

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kthor - 3/21/2008 9:04:06 PM

0 Boost

Why wouldn't they?! If Americans buy toyotas with lipstick why wouldn't the Japanese?

AgentOrange - 3/21/2008 5:06:45 PMView My AgentSpace

+2 Boost

Sounds like the Japanese are pretty savvy when it come to buying cars...

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esrar322 - 3/21/2008 5:49:10 PM

+6 Boost

It is human nature to like things foreign.

Lexus is an excellent brand and they make great cars. But, to the Japanese, it is still a local/domestic brand. The foreign brands, particularly BMW, Mercedes Porsche, have that extra appeal to the Japanese people.

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JRobUSC - 3/22/2008 10:33:36 AM

+1 Boost

maybe, but then how come Europeans don't buy Lexuses? BMW, Audi, MB all dwarf Lexus in Europe, and they're from there.

ChicaneShooter - 3/23/2008 6:02:00 PM

+1 Boost

if russians are europeans, lexus sales are BOOMING in europe.

granted absolute figures aren't high yet. that's mainly just because lexus hasn't been around as long as the established players.

sales of tundra vs. gmc is a good analogy. latter is static or even losing market share. meanwhile tundra sales have EXPLODED compared to a few years ago.

1970toyotamarc - 3/21/2008 5:58:24 PM

0 Boost

Another typical anti-Toyota rant with nothing solid to back it up. The problem with this article is they dont do any real comparison to the other brands. It is sure hard to find sales figures for other countries. But the consensus seems to be 30-45K units each per year for BMW and MBZ, and 15K for Audi. For a brand with 4 cars (one of which is the SC), 35K in Lexus's second year is not bad. Toyota long ago lowered its forecasted sales for Lexus from 50-60K to 40K, which is right in line with other luxury makes, and thus the brand came close to hitting its target.

Some perspective. Mercedes sold 2300 vehicles in Japan in January, Lexus sold 3000. But the BusinessWeek article doesnt tell you that, does it. It also doesnt mention that Japan is in an unprecedented Auto sales slump, yet Lexus was still able to move 35K cars.

Shoddy journalism.

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ChicaneShooter - 3/23/2008 6:05:57 PM

0 Boost

like the "yellow journalism" of old almost!

worthy of Faux News spin mongering! LOL!

amazinBimmer - 3/21/2008 5:59:46 PM

+1 Boost

spellchecker.. moron..

most of audi is a vw. crappy fwd, heavy, and slab sided with inferior older generation engines.. go look under the hood.

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TURACO - 3/21/2008 6:19:42 PM

0 Boost

This article is really quite entertaining, nevertheless it proves the point that nobody around the WORLD, would ever pick a Lexus(many do not even know it exists), even in Japan. The german cars are the benchmark of the auto industry when it comes to every aspect and not only luxury. Only some american fans and very few middle eastern ones (I don't recall his name at the moment) would choose a Lexus over any of the big german three. Thank you for posting this article!

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LexSucks - 3/21/2008 7:48:30 PM

+2 Boost

Even the Japanese know a fake when they see one. If it weren't for the USA, Lexus wouldn't be able to sell enough cars to survive.

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StickShiftCamry - 3/21/2008 9:34:07 PM

-1 Boost

...As opposed to most ppl in the US don' like American cars?

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LexSucks - 3/21/2008 10:39:01 PM

+1 Boost

Nobody likes American cars. World-Wide

ChicaneShooter - 3/25/2008 5:41:58 AM

+1 Boost

and the thing is, even american cars are more reliable than euro brands today.

the euro fanbois THINK lexus doesn't measure up. but the overrated euro brands are behind even the americans! to say nothing of the koreans and japanese!

LOL!

Agent63 - 3/21/2008 10:07:48 PM

+1 Boost

This just shows how the world views luxury automakers. When you hear the word luxury car you think Mercedes first then BMW and then Audi/Lexus. I think that the US is the melting pot for everything that's good from Europe and Japan.

With proper marketing Lexus has grown to a very successful company. However the old money still prefers a European car. Not to say the next few generations won't hop over to Lexus, Infiniti, or Acura but as of right now that's how it will stand.

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enthusiastx11 - 3/21/2008 10:32:21 PM

+2 Boost

lexus is the cadillac of the 21st century.
big, cushy, quiet cars.

why is it a surprise that americans LOVE them and the rest of the world isn't very interested?

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eric452 - 3/21/2008 11:12:18 PMView My AgentSpace

-2 Boost

http://www.cars.com/go/advice/Story.jsp?section=top&story=iqsBrand&subject=iqs&referer=advice&aff=national

lexus is 2nd
bmw is 21st ?

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JRobUSC - 3/22/2008 10:43:26 AM

+2 Boost

kudos to Lexus, but let's try going the extra step and applying some logic to those figures. Do the math, that equates to a "whopping" 0.42 extra problems per car for BMW versus Lexus. Not exactly earth shattering. The "worst" cars, Land Rover, average 0.79 extra problems per car than Lexus. If the worst car averages less than one extra problem per car than the best, that says more about how good ALL cars are than it does about how bad any one in particular is.

ChicaneShooter - 3/25/2008 6:11:39 AM

+1 Boost

you are just repeating a GROSS miscalculation or misinterpretation of the actual figures.

CR has printed (and online) charts, showing the number of problems per 100 vehicles, over a 10 year span.

most manufacturers get to the 100 problems per 100 vehicles between 5 to 7 years. (vw/audi at the bottom, getting to that level in 5 years.)

at 8 years, toyota/lexus/scion has barely 55 problems/100 cars. they do not reach the 100/100 point until ~17 years!

and exactly HOW does one get 0.79 problems?

stash84 - 3/23/2008 1:53:28 AM

0 Boost

na..actually, i feel lexuses are more for people that dont want attention and benz/bmw are for the insecure "attention seekers" that want a "prestigious" badge.

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huu76 - 3/22/2008 1:33:43 AM

0 Boost

thecar,
Yeah, they've got the same ailment that Europeans have. Can't afford decent sized homes, so cars are their measure of wealth.
My friend who works for SanyoMachineWorks says true Japanese are incredibly materialistic, not like the naturized ones we have here. I don't think I've ever met a Canadian of Japanese heritage who doesn't drive an American car.

Toyotapower,
So? I'm ethnic Chinese but I identify more with the Vietnamese (after Canadians and Americans of course).
That's alright, I generally don't like ANY Asians unless they're the kind who arrived in N.America before the 80s (the smart ones who consider Canada/U.S. their home, not some place to show off the leased BMW their parents got them for their 3 yr stint at DeVry).

enthusiast,
Probably the same reason why the U.S. is the sole superpower while the rest are just wannabes. Superpowers don't need to pimp out their citizens as cheap labour.

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ChicaneShooter - 3/23/2008 6:12:37 PM

-2 Boost

well, the chinese are VERY smart people.

in only a few decades, THEY will be #1, the u.s. #2 or 3 or lower.

even Richard Nixon believed this would happen.

Admin - 3/22/2008 1:17:17 PM

0 Boost

BMW, Mersedes and Lexus are all great luxury cars there is no doubt ! its just a matter of taste

BMW has the most advanced technology among the sagment, it has always been an icon that other brands follows but it loses value when it comes to resell . it lacks reliability and has many technical problems.

mercedes is more reliable, more popular and has a good reputation , less problems than the BMW and more worthy than the bmw .
Lexus is considered as the best luxury car money can buy, it has less cons , competitive price and have a higher level of comfort than the other rivels, this is a personal .

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kthor - 3/22/2008 3:52:46 PM

+1 Boost

Your opinions don't have any basis in reality. BMWs have great resale value and are highly reliable. Check KBB, Edmunds, Consumer Reports, as well as the real world before you write grammar-free schlock and hold it up as if it's based on facts.

bmwman1963 - 3/22/2008 5:51:13 PMView My AgentSpace

-1 Boost

R U CRAZY??????

U need to investigate a lot more before you start making stupid comments like MB is more reliable than BMW...

MB has one of the worst reliability ratings of any car company. BMW has been rated much higher than BMW across its entire model range.....

BMW also has one of the highest resale value of any luxury make. Higher than MB..

Next time research before you start typing such garbage...

bmwman1963 - 3/22/2008 5:55:11 PMView My AgentSpace

-1 Boost

TYPO on the above statement:

BMW has been rated much higher than MB across it's entire model range...

Sorry about that.. Admin's dumb comment got my fingers tied up on the keyboard... LOL

bmwman1963 - 3/23/2008 9:09:15 AMView My AgentSpace

+1 Boost

SpellChecker001, you usually make intelligent comments, but you are also living in the uninformed "Twilight Zone" if you actually believe the comment you made about MB's superior reliability rating over BMW.

Check out consumer reports, edmunds.com, KBB, or any info source for that matter and try to make that comment. BMW always has a better reliability rating and you take the lowest hit on depreciation with a BMW compared to MB.

Some of you guys need to do your research before you make stupid uninformed comments.. It's one thing to be a fanboy, but at least be an informed one.

bmwman1963 - 3/23/2008 9:18:27 AMView My AgentSpace

0 Boost

Sorry SpellChecker001, I thought you had commented on BMW vs. MB's reliability record. I see you were talking about innovation instead.

BMW is still one of the most innovative auto companies out there. It is true that MB brings most new auto technology to the table first, but in recent years BMW has introduced technology that MB has lagged behind in putting in their cars.

Night Vision for one, and I know MB has Active Cruise Control but BMW has trickled down this technology to the 3 series. You cannot get it on MB's new C Class.

weaponX - 3/22/2008 1:29:15 PM

+2 Boost

LOL. Funny to read that the Japanese are some of the biggest badge whores around. Oh, the irony.

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bmwman1963 - 3/23/2008 12:56:34 AMView My AgentSpace

+2 Boost

And we all live in "The Matrix" controlled by "Lexus"!!! LMAO>>>>>>>>>>>>>>>>

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bmwman1963 - 3/23/2008 9:47:57 AMView My AgentSpace

+2 Boost

GoObama08, I'm not a Lexus hater. I think they have their place in the world market but it is not in the league of BMW, MB and Audi. The people that buy Lexus cars are not looking for the same things as the people who buy German Lux Marquee.. The Lexus people are more in the league of GM's Buick division. You should try Buick they have very similiar rides as Lexus and the technology in recent years is also improving, almost up to Lexus standards. Reliability of Buicks is right up there next to Lexus too..

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bmwman1963 - 3/23/2008 10:09:12 AMView My AgentSpace

+2 Boost

GoHillary08

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ChicaneShooter - 3/23/2008 6:10:11 PM

-3 Boost

fifty years ago, MB was the 'buick' of europe, bmw the pontiac.

they had to bump themselves upmarket as the dollar/mark relationship made them even MORE overpriced than they are today.

and they still offer 4-cylinder entry models, which lexus does not except in europe.

LEXUS is actually a class ABOVE the old guard. much of the hate against the brand is 'cos it IS an 'uppity newcomer.' with SUPERIOR quality and reliability.

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ErichHartmann - 3/23/2008 9:13:55 PM

+3 Boost

Most of the great luxury manufacturers today started out making 4-cylinder engines. The fact that Lexus doesn't offer any with the exception of the IS220d doesn't mean anything.

Lexus has no heritage and differs completely from the European luxury manufacturers in that they have no past heritage which created a character for the brand. Lexus is simply a copy of some European luxury brands with a few Toyota flavors thrown in.

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ChicaneShooter - 3/25/2008 6:41:57 AM

0 Boost

"heritage" don't mean shyt in today's market, except to badge whores.

Oldsmobile had nearly as much heritage as MB. where are they today?
Maybach was supposedly even more prestigious than MB, WHILE it existed! where was it the last few decades? same place it will be in another year or two: DEAD.

lEXUS also did not exist before 1989. but look where IT is today: King of the Mountain in America. and growing at a decent pace everywhere else it is introduced, even as recessions suppress overall car sales everywhere.

today's demanding buyers constantly ask: "What have you done for me lately?" lexus often comes up with the BEST answers. and it's sales will constantly reflect it.

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Designer1 - 3/23/2008 1:20:10 AM

-1 Boost

As far as this article, there's nothing surprising about it. We all like foreign cars; no one likes their own country's products. Us too Americans like more the Japanese and Germen cars rather than American made, even though the American cars suck, but even if they didn't we would've still chose the foreign because its a human nature we get tired of what we have and need a change.

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LDMAN - 3/23/2008 9:55:46 AM

+1 Boost

Without going into specs adjusted debate it could be a simple case of Import Lager vs. Domestic. "Hip" People in London order Kronenbourg and Stella Artois at the pub as a way to differentiate themselves from the rif-raf, whereas in Paris or Brussels hipsters drink British Ale, or Budweiser (brewed in Germany) not Local French brands to the exception of specialty beers (Trappiste, etc...).
On the other hand you won't catch the average Frenchman (wine is classified as food) drinking Californian wine. Same with Toyota Drivers in Japan. The "Hipness factor" should be taken into account when talking about premium brands.
Anyone knows how Infiniti is doing in Japan?

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1BadMan - 3/23/2008 3:16:31 PM

+1 Boost

To bmwman1963: I agree with you. So I just saved a lot of typing. Lexus is a brand not a manufacturer.

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LexusLion - 3/23/2008 11:13:23 PM

+1 Boost

I think the reason some people like imports is because they're usually rarer than domestics. Some people just simply like certain brands because of the image it has or as a status symbol, regardless of how good of a car it is or isn't. I guarantee you this doctor will want a Lexus LF-A or a Nissan GT-R! ...if he can get ahold of one.

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AE86 - 3/24/2008 2:22:34 AM

+2 Boost

LEXUS!

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Mercedes - 3/24/2008 3:13:07 AM

+1 Boost

HA, the joke is up. The Japanese are too smart to fall for the re-badge and price them higher crap. This is hilarious. Yet Lexus is supposed to be some world luxury leader and they can't even get respect in their own home country. WHAT A JOKE LEXUS IS!

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TheBoss - 3/24/2008 4:39:56 PM

0 Boost

Those japanese people who prefer the white brand over their own are what the locals called whitewashed or white wanabe especially when the local brand is superior in every way.

tattedtwice - 3/24/2008 6:23:30 AM

+1 Boost

This just backs up what those of us who havent been fooled by the hype have been saying all along; this compa

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