Based on the success of its IS F Sport line-up, Lexus is expanding the portfolio to the NX and RX models.
The F Sport models will play a bigger role at Lexus going forward.
The F Sport version of the new Lexus IS 250 and Lexus IS 350 has been a major success, accounting for roughly half of all sales of the new IS Lexus last year according to Owen Peacock, Lexus’ national marketing manager.
“The F Sport makes up 50% of the IS sales mix and the average buyer is five to 12 years younger for the than standard model,” he added.
Peacock added Lexus, which is gaining ground on its German rivals, BMW and Mercedes-Benz, is now ramping up its marketing of the F Sport line, which will expand this fall for the 2015 model years with the appearance of the F Sport version of the Lexus NX crossover and the new Lexus RX coupe.
Lexus has even developed a new advertising campaign developed a new campaign with the tag line, Temptation comes in many form but only one let “F” to highlight the emotional appeal of the F Sport models, which come with the very latest technology Lexus has to offer, including new engines and suspension as well as unique lighting and design elements.
The NX F Sport, for example, has special front and rear badging, LED fog and cornering lamps and 18-inch wheels, while the interior includes touches such as leather-wrapped shifter and sport pedals.
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Lexus Communications Director Celeste Migliore said Lexus has been promoting the F Sport on the internet and social media and rolled the first broadcast commercial dedicated to the F Sport this past spring. A second commercial debuted recently.
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The F Sport concept has been around since 2007 it made its debut as an accessory line back in 2007. The first F Sport version of a Lexus vehicle appeared in 2010. Lexus has been refining and expanding the F sport line since then. The debut of IS gave Lexus an opportunity to demonstrate the growing maturing and sophistication of the F Sport line.
In addition, the growing F Sport line gives Lexus an opportunity to better compete against Mercedes-Benz AMG, BMW M Series and even the Cadillac V-Series.
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The F Sport version of the IS was included in the launch of the new sport sedan as competition in the luxury segment was becoming ever more intense.
Sales of luxury vehicles have paced new vehicle sales this year, according to analysts, and the luxury segment is expected to continue to grow in the future as more affluent customers opt for additional features, technology and comfort available in the luxury.