A better understanding of Lexus and its new range of cars
20 Jan 2015|12,080 views
In recent years, Lexus has placed a strong emphasis on crafting models that invoke a strong emotional appeal through great design and innovations that enhance the driving experience. One of these eye-catching cars, such as the new NX Hybrid, was on showcase at the recent Singapore Motor Show 2015. The Japanese luxury marque also took the opportunity to introduce its most powerful V8 model - the RC F.
We had a chance to get up close to Kirk Edmondson (KE, banner left), General Manager, Brand Management, Lexus Asia Pacific, to find out more about the new cars and Lexus' plans for the future. We also had first hand answers from Klaus Redomske (KR, banner right), Marketing Director, Borneo Motors Singapore, on what Lexus has in store for the local market in the coming years.
SGCM: Thank you for your time and great job on one of the nicest booth here at the show! With an 'exciting' local market here in Singapore, what are some of the unique challenges Lexus faces here and not in other countries in the region?
KR: Honestly, I don't think the local market is that different from the rest in a way. The SUV segment is growing all around the world and this is a key opportunity for us. However, we did not have the opportunity to play in the 2.0-litre segment previously and we only competed in one third of the market, which was a challenge for us. The new NX Hybrid and the upcoming NX Turbo will be key game changers for Lexus and will turn the challenge into an opportunity with a great product.
SGCM: With the new NX, how does Lexus see itself compared to premium German brands such as Audi, BMW and Mercedes-Benz?
KE: On a global basis, the area where Lexus is focusing right now is design, which is quite distinctive and less of our older products seen 10 years ago. Certainly that is something which is differentiating us. Then there is the level of craftsmanship, such as the hand-stitched dashboard that we are putting in some of our vehicles.
KR: Lexus started out with comfort and refinement and we were known for that. With the introduction of the Lexus GS in 2012, the new face of Lexus was presented and it was also a starting point for Lexus to find its own brand identity. Moving along, by building on our strengths, we were able to add on three other pillars - performance, design and innovation.
SGCM: Why did it take so long for Lexus to have a crossover as well as a turbocharged car?
KE: I think that part of the reason was linked with the right time. They began studying the crossover segment in the late 2000s to determine the right market opportunity. Another part was the RX, which is a very strong model, tends to cover both a little below itself as well as a little above and with that, we wanted to make sure that when we moved into this lower market, the character of the new car would be different and would appeal to a different type of buyer.
SGCM: Is there a reason for launching the NX Hybrid in Singapore first and then the NX Turbo?
KE: It's a global thing. So in 2010, the NX project was given the green light and Chief Engineer Takeaki Kato said that some of the guys were working on a new turbo engine and he wanted that in the NX. So the entire engine project was actually brought forward a year to meet the NX. However, initial production was limited to Japan only because they wanted to build the production up carefully and slowly since they had accelerated their normal timeline in developing an engine.
KR: From a production standpoint, there are many different deadlines and I think in many other markets, they either only launch the NX Turbo or they launch both variants together. Locally, we made the decision to go ahead with the launch of the NX Hybrid before the availability of the NX Turbo because the contribution of the hybrid range here is much stronger than most markets around the world.
SGCM: Is there a reason for Lexus moving into turbocharging with the NX Turbo?
KE: As we know, hybrids are known for their fuel efficiency and low emissions. A lot of people want the fuel efficiency but they forget about the low emissions and they want the fun factor as well. And in all honesty, that's the target for the new turbo engine.
SGCM: How is Lexus balancing the aspects of luxury and performance with the RC F?
KE: Honestly, balance is probably not the best term for the RC F because performance takes priority. The way the engine responds, the transmission, the torque vectoring differential, even the suspension setup is all about achieving very high limits on a race track. But that doesn't mean you cannot have a beautifully designed interior. Having driven this car on the road and on the track, I can only say it will surprise people with the level of performance it is able to achieve and yet not beat you up when driving around town.
KR: I think that although the RC F is a performance car, there are very high craftsmanship and luxury credentials inside too. One of the key differentiators of the RC F is putting its driver in control - he doesn't need to be a race driver to drive this car.
SGCM: How many orders have you got so far for the RC F?
KR: As you know, we don't really reveal any number. What I can tell you is that last week, we already registered the first one so we can see look forward to one on the road now. I can also tell you that we have very good response for the RC Coupe overall.
SGCM: We have heard and seen pictures of the new GS F. How soon will it come to Singapore and what kind of buyers are we looking at for the GS F?
KR: Honestly, I can't tell you yet. Like in any other launch, certain details are still unclear to us at this stage and frankly, the bigger barrier is the homologation process which can take up to four months these days and that makes our life a little bit difficult but you will see the GS F in Singapore for sure.
KE: Just like the RC F, it's for the performance enthusiasts who want a little bit of extra room that a sedan can provide versus a more expressively styled coupe but I believe the GS F makes a style statement as well.
SGCM: We know Lexus has tried to position itself not just as a luxury brand but with a sporty flavour as well - with many F SPORT variants in the lineup - do you think you are happy where you are now?
KE: Yeah, absolutely. If you go back 10 to 15 years ago, Lexus was a more rational brand. But recently, we are adding emotions to our design - the spindle grille being the most obvious example - but there are also other aspects of the design as seen on the NX and that will continue. Also, the dynamism that we have today versus what we had before - the focus of the engineers on the chassis stiffness to create the right platform to have more advanced suspension than what we were able to deliver before - that is certainly going.
The F SPORT variants are able to take advantage of a lot of that because the dynamism that the car has and the more expressive style tends to go to a slightly higher level with them. From a global perspective, we are quite happy that it has resulted in the average buyer of an F SPORT versus the Luxury version being maybe five to 10 years younger so it is really delivering a more exciting and engaging experience to an audience who wasn't necessarily engaged before.
SGCM: What can we expect from Lexus in the near future?
KR: Aside to the GS F that we spoke about earlier, Mark Templin, Executive Vice President, Lexus International, also said recently that Lexus is on a roll and exciting products, whether they are new cars, improved cars or more engine choices can be expected every year. I think that there will be a lot of things to offer and the journey of 'Amazing in Motion' will be very exciting in the years to come.
In recent years, Lexus has placed a strong emphasis on crafting models that invoke a strong emotional appeal through great design and innovations that enhance the driving experience. One of these eye-catching cars, such as the new NX Hybrid, was on showcase at the recent Singapore Motor Show 2015. The Japanese luxury marque also took the opportunity to introduce its most powerful V8 model - the RC F.
We had a chance to get up close to Kirk Edmondson (KE, banner left), General Manager, Brand Management, Lexus Asia Pacific, to find out more about the new cars and Lexus' plans for the future. We also had first hand answers from Klaus Redomske (KR, banner right), Marketing Director, Borneo Motors Singapore, on what Lexus has in store for the local market in the coming years.
SGCM: Thank you for your time and great job on one of the nicest booth here at the show! With an 'exciting' local market here in Singapore, what are some of the unique challenges Lexus faces here and not in other countries in the region?
KR: Honestly, I don't think the local market is that different from the rest in a way. The SUV segment is growing all around the world and this is a key opportunity for us. However, we did not have the opportunity to play in the 2.0-litre segment previously and we only competed in one third of the market, which was a challenge for us. The new NX Hybrid and the upcoming NX Turbo will be key game changers for Lexus and will turn the challenge into an opportunity with a great product.
SGCM: With the new NX, how does Lexus see itself compared to premium German brands such as Audi, BMW and Mercedes-Benz?
KE: On a global basis, the area where Lexus is focusing right now is design, which is quite distinctive and less of our older products seen 10 years ago. Certainly that is something which is differentiating us. Then there is the level of craftsmanship, such as the hand-stitched dashboard that we are putting in some of our vehicles.
KR: Lexus started out with comfort and refinement and we were known for that. With the introduction of the Lexus GS in 2012, the new face of Lexus was presented and it was also a starting point for Lexus to find its own brand identity. Moving along, by building on our strengths, we were able to add on three other pillars - performance, design and innovation.
SGCM: Why did it take so long for Lexus to have a crossover as well as a turbocharged car?
KE: I think that part of the reason was linked with the right time. They began studying the crossover segment in the late 2000s to determine the right market opportunity. Another part was the RX, which is a very strong model, tends to cover both a little below itself as well as a little above and with that, we wanted to make sure that when we moved into this lower market, the character of the new car would be different and would appeal to a different type of buyer.
SGCM: Is there a reason for launching the NX Hybrid in Singapore first and then the NX Turbo?
KE: It's a global thing. So in 2010, the NX project was given the green light and Chief Engineer Takeaki Kato said that some of the guys were working on a new turbo engine and he wanted that in the NX. So the entire engine project was actually brought forward a year to meet the NX. However, initial production was limited to Japan only because they wanted to build the production up carefully and slowly since they had accelerated their normal timeline in developing an engine.
KR: From a production standpoint, there are many different deadlines and I think in many other markets, they either only launch the NX Turbo or they launch both variants together. Locally, we made the decision to go ahead with the launch of the NX Hybrid before the availability of the NX Turbo because the contribution of the hybrid range here is much stronger than most markets around the world.
SGCM: Is there a reason for Lexus moving into turbocharging with the NX Turbo?
KE: As we know, hybrids are known for their fuel efficiency and low emissions. A lot of people want the fuel efficiency but they forget about the low emissions and they want the fun factor as well. And in all honesty, that's the target for the new turbo engine.
SGCM: How is Lexus balancing the aspects of luxury and performance with the RC F?
KE: Honestly, balance is probably not the best term for the RC F because performance takes priority. The way the engine responds, the transmission, the torque vectoring differential, even the suspension setup is all about achieving very high limits on a race track. But that doesn't mean you cannot have a beautifully designed interior. Having driven this car on the road and on the track, I can only say it will surprise people with the level of performance it is able to achieve and yet not beat you up when driving around town.
KR: I think that although the RC F is a performance car, there are very high craftsmanship and luxury credentials inside too. One of the key differentiators of the RC F is putting its driver in control - he doesn't need to be a race driver to drive this car.
SGCM: How many orders have you got so far for the RC F?
KR: As you know, we don't really reveal any number. What I can tell you is that last week, we already registered the first one so we can see look forward to one on the road now. I can also tell you that we have very good response for the RC Coupe overall.
SGCM: We have heard and seen pictures of the new GS F. How soon will it come to Singapore and what kind of buyers are we looking at for the GS F?
KR: Honestly, I can't tell you yet. Like in any other launch, certain details are still unclear to us at this stage and frankly, the bigger barrier is the homologation process which can take up to four months these days and that makes our life a little bit difficult but you will see the GS F in Singapore for sure.
KE: Just like the RC F, it's for the performance enthusiasts who want a little bit of extra room that a sedan can provide versus a more expressively styled coupe but I believe the GS F makes a style statement as well.
SGCM: We know Lexus has tried to position itself not just as a luxury brand but with a sporty flavour as well - with many F SPORT variants in the lineup - do you think you are happy where you are now?
KE: Yeah, absolutely. If you go back 10 to 15 years ago, Lexus was a more rational brand. But recently, we are adding emotions to our design - the spindle grille being the most obvious example - but there are also other aspects of the design as seen on the NX and that will continue. Also, the dynamism that we have today versus what we had before - the focus of the engineers on the chassis stiffness to create the right platform to have more advanced suspension than what we were able to deliver before - that is certainly going.
The F SPORT variants are able to take advantage of a lot of that because the dynamism that the car has and the more expressive style tends to go to a slightly higher level with them. From a global perspective, we are quite happy that it has resulted in the average buyer of an F SPORT versus the Luxury version being maybe five to 10 years younger so it is really delivering a more exciting and engaging experience to an audience who wasn't necessarily engaged before.
SGCM: What can we expect from Lexus in the near future?
KR: Aside to the GS F that we spoke about earlier, Mark Templin, Executive Vice President, Lexus International, also said recently that Lexus is on a roll and exciting products, whether they are new cars, improved cars or more engine choices can be expected every year. I think that there will be a lot of things to offer and the journey of 'Amazing in Motion' will be very exciting in the years to come.
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