I cannot agree more with Top Gear about Lexus and its achievement in perfection in dullness! I don’t think that any kid on this earth would have never imagined to drive a Lexus, if someone did, she/he never saw a Ferrari yet. Lexus is very equipped, very safe, very environmental, very green with its 1980s style green digital watch, very senseless, very boring, boring and more boring. I am not saying Lexus is a bad car but there is no reasonable instinction to buy a Lexus. You should say “I want a stupid huge V8 hybrid and save the planet” and there you go, it is Lexus LS600h.
Also for long years, Lexus had accidental similarities with German cars. Probably designers dreamed the same cars in different parts of the world. The things are different in US; American people love Lexus! Lexus was made for US and they achieved the status for Lexus. However, in Japan and Europe nobody cares Lexus! Actually in Japan, Japanese people don’t prefer Lexus as it is domestic car :)
However, everything from Japan is not boring :) Hopefully! As I mentioned earlier, Japanese brand Muji is a very good example of minimalist design philosophy in various goods with no-brand strategy. As I can see, Muji is doing better in Europe than Lexus. And I started to think; why Lexus does not offer any Muji Editions of their boring cars! For example; Lexus LS600h Muji Edition. The interior will be designed by Muji’s designer instead of Lexus’s :) Most probably, it will look much better and they could have new customers.
Lexus needs this kind of marketing tactics to increase their competitive power in Europe. People cannot be impressed by digital green watch in here.