Call it hypothetical Thursday around here. It is pretty obvious that the Japanese luxury makes have a different definition of what a luxury car should be compared to the Germans. It can be said the Germans single handedly created the premium market decades ago while the Japanese may have taken a less sophisticated yet equally opulent approach to the same concept.
To the bean counters out there it would seem like the Japanese have may have taken the better approach in this mixed up economy. After all, less complexity equals less cost and overhead and therefore more profit. But a quick look at the bottom line of the automakers is showing quickly the tables have been turned. Recent events and market dynamics have made the German wildly profitable while the Japanese are scrambling. I guess you could say it is the perfect setting for a hypothetical takeover.
Now for the record let’s set the logistics aside and concentrate on the philosophy of the issue. What would happen if one the Germans were to buy Acura, or heaven forbid even Lexus?
Would they try to slot them in as equals, or as a sub brand to an existing category? Would they retain the straight forward and simpler architecture or begin infusing the well known German complexity to the mix? After all we all know a German cup holder can’t be considered proper unless it unfolds and expands in six different directions but only holds a can of soda but no big gulp.
Would they move the factories from Japan to cheaper labor markets to escape the high Yen? (Imagine a Lexus proudly built in Croatia) Would the buyer benefit more or less from the driving experience, customer service, or reliability perspectives? There is a lot of ground to cover here, so air it out and tell us how this apocalyptic scenario would pan out. Have fun!
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