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As it grows another year older, Lexus hopes to reach an increasingly younger customer.

Toyota Motor Corp.’s luxury brand launched its first vehicle — the LS 400 — 25 years ago with a focus on Baby Boomers. Now that those buyers are reaching retirement age, the brand is seeking a younger Gen X and Gen Y audience through edgier commercials and performance-focused vehicles.

Lexus recently started airing commercials for its 306-horsepower IS 350 sports car featuring shirtless men and seductive women, and tabbed “Hunger Games” actor Wes Bentley to hawk its new RC Coupe. And next month, the brand will start selling a $35,000 NX — its first offering in the hip, hot compact utility segment — to appeal to singles and young couples in their 30s and 40s.



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Lexus To Target Gen X And Gen Y Buyers With Performance Cars Before Core Audience Dies Off

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