It’s no secret that Lexus has been evolving its sporty side as of late, and now the Japanese luxury brand wants to drive the message home with a new marketing push that will draw attention to the performance capabilities of its cars.
The brand has always excelled in areas such as customer service and quality, but according to Lexus marketing and communications boss Brian Bolain it is now making an effort to put the focus on other identifiers, ranging from vehicle design to performance.
“Now that we’ve got everything from the CT to LS and RX in F Sport trim I think we have a really good story,” said Bolain in an interview a the SEMA Show aftermarket parts expo last week in Las Vegas. “And with the LFA over all that, the story feels very complete right now.”
The F-Sport brand, which is separate from the specific F models (like the high-performance IS-F), focuses on giving an extra dose of performance to existing vehicles. While the F models compete with the likes of M from BMW and AMG from Mercedes, the F-Sport cars are along the lines of BMW’s “M Performance” division of tuned-up cars.
In the GS350 F-Sport, the car gains 19-inch wheels an upgraded adaptive suspension system, larger brakes, custom aerodynamics, interior treatments like upgraded seats and a Sport + mode in the Drive Mode Selector that adjusts throttle and steering to maximum sensitivity while reducing the interference of stability control.
A capable handing machine, Bolain intends to get the message across of just how good it is by highlighting its abilities in comparison to the segment benchmark for driver’s interested in performance, the BMW 5 Series.
“We had an independent company test the GS F-Sport against the BMW [5 Series] in 12 categories and we came away the clear winner,” said Bolain.
No details were provided on when Lexus will begin to spread its performance message but Bolain was unequivocal about his desire to get the message across to consumers. “It’s time for us to speak less quietly,” he said.