While it ruled the luxury segment in the U.
S. from 2001-2010, Lexus likely won’t lead premium sales again here anytime soon, says a top brand official.
“Being No.1 luxury would be something I would love – if I didn’t want that, they probably have the wrong person in this job,” Jeff Bracken, Lexus U.S. group vice president, tells WardsAuto here in a recent interview. “But it will become increasingly difficult as our German competitors head down below $30,000, because that’s an area we won’t go with Lexus.”
Bracken says Lexus prefers to leave that territory to Toyota's namesake brand, as well as the automaker’s Scion youth marque.