Lexus competes with German rivals by bringing LF-LC to production
Ever since Akio Toyoda took over the reins of Toyota Motor Company, he has been on a mission to infuse his car company with a new spirit that comes from his racing background and love for fast cars. The CEO of Toyota knows that he must change the culture at Lexus in order to survive. He has seen his luxury brand, fall from first to third place in U.S. sales behind BMW and Mercedes last year. Lexus insiders told Automotive News, the LF-LC Concept will certainly become a production model within the next three years. This will give him the sports car to compete with his German rivals.
The LF-LC Concept was designed at Toyota’s Calty studio in Newport Beach, California, and is a departure from the brands conservative image. The 2+2 sports coupe would be the first step in transforming the luxury brands image into what Akio Toyoda has in mind. The CEO has seen the tremendous success that both BMW and Mercedes-Benz have had with their luxury performance sports cars, and he knows he must do the same thing at Lexus.
He has even formed a partnership with BMW to develop a new future spots car. "BMW's strength is in developing sports cars," said Toyota President Akio Toyoda, who is a professional racer himself. "I am excited to think of the cars that will result from this relationship." This will give the Toyota brand the sports cars they will need in order to compete, and now Lexus will need the same infusion of sportier cars in order to survive against the German rivals.