Reports Suggesting Lexus Will Begin To Target Younger Buyers

Good, they are now targeting de 55-69 age group... :-)

Just joking, I'm sure they're able to, the first gen IS was one great example, especially the "shooting break" version which a very cool car.
Fact is, it's not with their current line-up that they are going to attract younger buyers, even with their latest products. The HS is nowhere near to please young people, nor are the ES, IS or RX's.
I won't talk about GS's and LS's because the aren't intended/too expensive for young buyers.

All these cars screams "softness", "quietness" "peacefullness" which aren't qualificatives younger buyers are looking for.

Give young buyers cars with an attitude. The IS-F is one, but the IS-F is a niche car not made for the mass market. Bring back cars such as the first gen IS and first gen RX which where original and had nothing to do with the fat,bloated and sedated current Lexus line-up.

— MSP6 (View Profile)

Posted on 7/14/2009 1:17:16 PM | reply to this comment | Votes: 7   

A 49 year old is considered young? Sign me up for whoever does these surveys.

BTW a 24 year age demographic might be a bit of a stretch...lets start with 5 years and work from there.

— Spectator (View Profile)

Posted on 7/14/2009 2:19:24 PM | reply to this comment | Votes: 5   

Before Lexus didn't had many sporty models so the situation was different but now they are offering customers IS, added IS-C, GS, upcoming LF-A and more F division models hopefully, so at least Lexus is going sporty and now it's up to 'younger buyers' to choose them.

The same young buyers are also very unpredicatable, atleast here in Middle East. They drive S class, Range Rover, Pajero, Camry, Accord..etc so not particularly young buyer choices. Not all choose 3 series, Q5, GTI, Civic..etc and you could see many much older people driving these. So i think targeting specific buyer is tricky.

JUGNU

— JUGNU (View Profile)

Posted on 7/14/2009 2:35:44 PM | reply to this comment | Votes: 6   

They need 1 car that has class leading performance at a bargain price with sporty looks.The IS-F is close but no cigar.For the price the ///M-azing 3 is the better choice (iv'e driven both).The GS is my favorite lex and i like the land cruiser/lx.Other than that the brand is bland.

— rxh8me9000 (View Profile)

Posted on 7/14/2009 3:18:51 PM | reply to this comment | Votes: 4   

Before worrying about a competitor to the 1-Series in Europe they better worry about the A3 which dominates the segment worldwide. Wrong target Lexus.

— VISO (View Profile)

Posted on 7/14/2009 4:56:47 PM | reply to this comment | Votes: 2   

Right now they are targeting dead people, so I assume that by "younger" they mean the 59-79 yr old market.

— thstone (View Profile)

Posted on 7/14/2009 6:20:23 PM | reply to this comment | Votes: 1   

The haters of Lexus words just fall to the ground. If Lexus starts to seriously target younger buyers they'll do great because they obviously know something we don't. What they have revealed is that younger buyers are very picky and still don't have most of the purchasing power. Babyboomers still buy most of all cars and trucks sold the world over. That's a hard-core fact, which is a no brainer.

— lexworld (View Profile)

Posted on 7/14/2009 7:14:43 PM | reply to this comment | Votes: 1   

Well good luck with that Lexus. "Young people" cant get credit when credit card companies are too scared to give out loans. Since credit companies gave credit cards to anything that breathes regardless of their financial responsibility.

— veyron1001 (View Profile)

Posted on 7/14/2009 7:58:51 PM | reply to this comment | Votes: 0   

They should have made that damn IS Coupe. That would have been so hot.

— adamsaf723 (View Profile)

Posted on 7/14/2009 11:48:37 PM | reply to this comment | Votes: 2   

I get the feeling none of the top luxury car makers truly understand how to attract younger customers. Mercedes and BMW attract young people, but only because they attract everyone looking for a logo. Audi appears to do a good job, but then again Audi in general is pretty weak in North America, and the A3 is good, but most Europeans prefer small cars in the first place.

Lexus should work on building their brand image as a whole to a level where Mercedes and BMW are so that everyone will want one. The LF-A will help. An F version of all their sedans (as opposed to hybrid versions) would be best.

— Anthony (View Profile)

Posted on 7/15/2009 1:22:39 AM | reply to this comment | Votes: 1   

Young buyers = smaller profits.

— 1UAW (View Profile)

Posted on 7/15/2009 4:40:08 AM | reply to this comment | Votes: 3   

I always thought it was called a Toyota.

— bfghemicuda (View Profile)

Posted on 7/15/2009 12:49:51 PM | reply to this comment | Votes: 0   

I guess the average Korean consumer market is down for Lexus. I wonder what design will hook and reel in the younger consumer.

— Type707 (View Profile)

Posted on 7/15/2009 5:20:19 PM | reply to this comment | Votes: 2   

Don't do it, young people have no money, that's why they lease BMW's. When they make it, then they can move up to the bigger Lexus cars.
Lexus should position itself as what people strive for once they can afford it, not when they can afford to rent it.

Type707,
Not likely, unless they think its German. A Korean would rather walk than be seen in a car that didn't have a German emblem clearly in view of everyone within 6 timezones.

— huu76 (View Profile)

Posted on 7/16/2009 6:51:39 AM | reply to this comment | Votes: 2