In early 2012, when Lexus launched the all new GS model range, it marked the brand's first foray in introducing an F Sport variant. Since then, an F Sport variant has been included in all the new Lexus launches, including the RX, the LS and the upcoming IS model range.
Having been involved in Lexus since the brand's inception in the late 1980s, Kirk is best placed to speak to on the brand's progression in the F Sport range. Over the last 20 years, he has been involved in numerous Lexus initiatives globally and both in the USA and Europe. In his current role, Kirk leads the Lexus Asia Pacific Marketing team in their efforts to strengthen the Brand in the region while continuing to consult with the Lexus International team in developing the brand around the world.
In a way, Lexus could be one of the best luxury carmakers in the world and truly an elite brand, in that it attracts the best of the best, but also, some say because of the hard-to-crack older buyers' network that surrounds it. Lexus challenges the status quo with the creation of the F Sport to give itself a chance to break through to the younger and untouched market.
"When the IS F was launched, I had a button that read "What the F?". This epitomised the attitude shift with that car. To me that is what's so exciting about the F Sport and everything else. It's like this is the side of Lexus you never knew existed because a lot of people will just think that the Japanese are just working hard at their desk and aren't really out there having fun in cars," said Kirk.
SGCM: Was that the reason why F Sport was created? Simply because Lexus was tired of being understated?
KE: It's because of the importance of getting involved in motorsports and performance. It all started when winning races brought excitement to Japan. At the beginning it takes some crazy and passionate people who will break the rules. This was, in fact, how the original IS F was made. A guy took a chassis to some motor trained guys and started mixing and matching. It's created more from an 'underground rather than above'/ 'behind the curtains' kind of thing. And the good news was it stuck. IS F's Chief Engineer Yukihiko Yaguchi was one of the guys then and it's usually the older guys who can pull it off because they know people from every department.
SGCM: Why did you guys set off with something so sporty like the F Sport? With Lexus known for being luxurious, weren't you guys afraid of losing your base customers?
KE: Well, we don't see that the F Sport will alienate. It's more like another golf club in your bag, if you will. It's something you can have fun with during the weekends. I'll be concerned if it was the only thing we sold. I'll also say if you look at the first two generations of the GS and compare them to the base one today, customers still love it. The entire line benefits from the F Sport as compared to the other way around. In fact it's more beneficial because the chassis of the cars have to be stiffened in order to equip it with the F Sport kit.
Perhaps there is no let up in the popularity of sports cars, especially in the case of Lexus when it is booming with cars that are more emotionally engaging than your usual rationale world of "pursuit of perfection". It will almost even be suitable to use the phrase "F the classics!" to your neighbour who just bought a second hand Lexus as he strides around and polishes his car in his boxer shorts.
There is, in general, an underlying intensity that cannot be extinguished by temporary betterness with the F Sport. It's exactly the same kind of presence Lexus cars have on the road. An F Sport variant may seem powerless at first, but its authencity creeps up on you and it seems more real as compared to every other car out there in the market. That goes for the big Germans such as Audi, BMW and Mercedes-Benz.
KE: F Sport is funny because there is F Sport and there is F, which are two different things. There's awfully a lot of work being done in Japan right now to make sure the whole concept of F gets stronger. In terms of F Sport, it's interesting because there is the F Sport accessories and it's all about increasing the dynamics of the car. You're better off building it in at the factory than adding it after, although some people really enjoy that. As a result, stuff you can get at the factory level for the F Sport is the dynamic handling system like the one in the GS which cannot be done as an accessory. So that's where the F Sport is going to continue - building dynamics of a car.
As this session ended, I headed back to my car, put on my Rayban Aviators and pointed towards the direction of the exit. A blur of images crossed my mind as I drove back to the office and I found my shoulders pummelled back into life as the radio station rolled out a couple of nice tunes. Then I started to wonder... If I cut down on my whisky, had a pay raise, sold my car and moved out to a slightly smaller house, there is really no rational reason for not placing an order for one of the highly stunning F Sport variants.
