THESE are interesting times at Lexus. For years, Toyota’s luxury brand has been an interesting left-field alternative to the established German premium manufacturers and Jaguar Land Rover, but no more than that.
It nailed customer service from the start, of course, and our annual Driver Power poll indicates that Lexus hasn’t lost its touch in that area. But the company’s attempts to capture BMW and Jaguar customers by offering its interpretation of ‘driver involvement’ have, by and large, fallen flat.
There are some signs, though, that Lexus is finally becoming comfortable in its own skin. The latest ES (above), driven this week (Page 30), is not the last word in driver excitement. But at some point during its development, Lexus’s engineers were clearly given the brief to chase after the…
