As the supermini sector is gaining its own substantial premium niche, Lexus is mulling entering the segment as its growth can no longer be ignored. A Lexus marketing specialist said that more premium marques have begun to build cars in this size.
He enumerated the Mini, the Alfa Romeo Mito, and the Audi A1. The Mito has been largely successful outside Italy, particularly in the tough German market. In fact, the Mini is currently under a lot of pressure. Noticeably, carmakers are moving to expand the premium niche by building more variants such as the forthcoming Mini Crossman SUV and Mini Coupe. The Lexus source said that the smallest premium sector is “probably the third or fourth most important segment.”
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