Having tried its hand at what we might call traditional premium-brand model segments for so long, Lexus is currently taking a swing at something different.
‘Model diversification’ is the process in which its marketers would tell you it is engaged. With a range now full of SUVs, the company clearly isn’t about to abandon the mainstream. And yet even here, with cars like the UX, NX and RZ, we can see that it is intent on offering something a little different compared with the European premium brands, rather than battling for the middle ground.
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