Toyota recalls Prius, Lexus hybrid for faulty brakes

Paul A. Eisenstein The Detroit Bureau

The 2010 Prius may experience cracks in a key brake system component.
Two of Toyota’s high-profile hybrid models, notably including the best-selling Prius, are being recalled due to brake problems, according to the Japanese maker.

In all, about 87,000 vehicles are impacted, including Toyota Prius hatchbacks and Lexus HS 250h hybrids sold during the 2010 model-year. The maker does not say how many of each model are covered by the recall.

The problem is the result of a brake pressure accumulator that may develop a fatigue crack due to vibration. That would lead to the loss of at least some brake pressure. Toyota said it has received no reports of accidents or injuries related to the problem.

The incident follows an earlier recall of some fourth-generation Toyota Prius models due to problems with electronic brake software programming. That issue impacted the way the popular hybrid melded its regenerative braking system -- used to recapture energy to recharge its batteries – and the car’s traditional, hydraulic brakes.

That earlier problem could create a sense that the brakes would briefly release during an aggressive stop, according to owners who first reported that earlier problem on TheDetroitBureau.com.

While the Toyota Prius has faced a few safety-related issues over its more than a dozen years on sale in the U.S., it has generally proved one of the maker’s most reliable product lines.

It is also one of its better selling models – and the most popular hybrid in the world. In the U.S., it has routinely outsold all other gas-electric models combined. So, the recall comes as a bit of an embarrassment.

The Lexus HS 250h, however, proved to be one of the weaker members of the luxury marque’s line-up despite sharing most of the underpinnings of the Prius.

Toyota plans to notify owners of both hybrid models directly in the weeks to come. It will ask them to visit dealers for an inspection and, if necessary, a replacement brake actuator will be installed at no charge.

Prius owners can immediately find out more, meanwhile, by visiting www.Toyota.com/recall, or calling 1-800-331-4331. Lexus owners, meanwhile, can check out www.Lexus.com/recall, or call 1-800-255-3987.

Copyright © 2009-2013, The Detroit Bureau

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Toyota over $500 million invested U.S. Lexus production started

Paul Eisenstein, TheDetroitBureau.com - 1 day

Toyota Motor Co. President Akio Toyoda has confirmed today that the manufacturer more than 500 million investing $ to move in his Georgetown (Kentucky) for the production of one of its Lexus luxury cars in the United States for the first time.

The recently updated Lexus sedan will start rolling off the line of manufacturer's Georgetown plant by 2015, said Toyoda, grandson of the founder of the automobile manufacturer. Movement, he was solid, reflects the fact that the United States the largest market for the luxury brand – while also bypassing the negative impact of the skewed exchange rates, more and more difficult to continue producing vehicles in Japan who made it.

"It is the first country, to build suitable outside Japan, the United States is the ES, because this is for the Lexus brand" Toyoda said a reference to the fact that the luxury brand, sold almost exclusively in the United States for many years, it has however an aggressive global rollout in recent years started.

While Toyota was slow to embrace the idea of relocation of production from the domestic market, it has become increasingly aggressive in expanding its global activities. It operates 14 assembly plants in North America, 10 of which in the United States, which together sold seven out of every 10 vehicles in the region under the Toyota badge produce Lexus Scion, Jim Lentz, called found recently President of the North American region, the highest rank possession per Executive American.

Along with the extension to the Georgetown Toyota invested $2 billion to increase North American capacity. And that includes additional production for 23 overseas markets targeted. Exports rose by 45% in the year 2012, Lentz, noted at a press conference in New York, "and we export more vehicles this year."

There are 11 vehicle, which assembles Toyota in the US based assets and the first for the luxury brand Lexus. Toyota is the last of the Japanese, the "big three" to move, even though it has produced the Lexus RX crossover in Canada at least some luxury car production in the States.

But as rivals Honda Motor Co. and Nissan Motor Co., it has already undermining production in the Japanese home market because of concerns about the exchange rate - as potential questions of the production by March 2011 Japanese earthquake and tsunami, all but the manufacturer operations for much of the subsequent nine months shut down.

The choice of Georgetown, the plant of the surprise was when one considers it is Toyota the first - and the largest in the States, produced the critical Camry sedan. With the planned expansion, the plant will boost the production of 50,000 units per year and total investment to over 6 billion $ to increase. Employment, meanwhile is expected to rise to 7.400.

"I feel like the State just the Kentucky Derby, won", said Governor Steve Beshear on the webcast from the plant.

Earlier this week, Kentucky officials a hint of what was to come, when the Kentucky confirmed millions in tax incentives economic development authority, that it would offer Toyota, with $146.5 for the Georgetown property and adding a new model to expand. Toyota, will again be required to invest $531 million and add 750 jobs.

In the two years since the devastating tsunami and earthquake of Japan has the pace, with the manufacturer, production capacity of the country have hollowed out car, quickly increases. There is some question whether manufacturers such as Toyota of this strategy rethink could the exchange rate penalty reduced as the yen has dramatically lost value in recent months.

Despite this change Nissan CEO said, however, Carlos Ghosn at the end last month, that he does not want to risk that the appreciation of the yen could back up to the point the way in which Japanese-made cars may be no longer competitive. Apparently in the same vein, Toyota is thinking.

The Japanese giant has been traditionally the reluctant relocation of production is positioned as defenders of the Japanese economy. But it has have been concerned increasingly about domestic market production, as well as the decision the Lexus it suggests moving in Kentucky that more moves are possible in particular, most industry analysts expect that the popular Toyota Prius finally somewhere in North America, as well as produced.

Even before the new movement has invested Toyota about 18 billion $ in various US operations, including assembly plants, design capabilities, research and development centers and test tracks. It is said to have 30,000 direct U.S. employees and 365,000 Americans indirectly to employ all in all.

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Lexus car owners are happiest with your dealer

Paul A. Eisenstein, the Detroit Bureau - 1 day

Of course, these car dealers simply are fun. But a new study suggests that American motorists, and large are satisfied with the service that they deliver are.

Lexus led for the fifth year in a row power customer service index watched closely the j.d, a measure like good dealer owner for the performance of its specialty stores are expectations. Detroit-based GMC, meanwhile, jumped into the lead among the mass-market brands, according to the market research firm.

The annual index found that customers more meet service in General, traders especially with the service by factory-approved retailers compared with independent facilities.

"Manufacturers have made large investments in their retail programs, and dealers have significant investments in the key customer touch points - people, improved processes, and customers waiting areas - which are profoundly positive impact on its customers have", said Chris Sutton, the JDPA, senior Director responsible for the 2013 survey.

The index focuses on what happens, if the vehicle owner visit a Service Department for either maintenance or repairs, asks about five specific areas of work: service quality, service initiation, service advisor, service facility and vehicle pick up.

While electrical outlets may be a traditional source of distrust and the complaints dealer service departments and independent repair, the results show the latest survey significant improvement in recent years. The average score was 797, on a 1,000-point scale, up from 787 last year and a 29-point win from 2011.

Toyota Lexus luxury brand maintained its winning streak in the 2013 index with a score of 862. Cadillac was second place, with 858 points, followed by Jaguar, Acura and Infiniti. In particular Hyundai Equus models as an independent brand - were for sale, which it once as - the model would Lexus have outscored.

Three of 11 luxury brands improved their scores by at least 20 points. So has five of the established Marques.

Among the mass-market brands, GMC landed a score of 819, followed by Mini, Buick, Chevrolet and Volkswagen.

Clearly, owners said that they were generally more satisfied with the service, they got connected with one of the big car manufacturers not by independent facilities equipment.

Average the owner visited a dealer Service Department the consumer index study on an average of 2.6 times a year, usually for maintenance not for repairs.

Overall satisfaction was particularly high among these motorists receive routine maintenance. This suggests that the automotive industry makes dips as it shifts focus away from traditional repair business. With today's cars with better quality and reliability than ever before more retailers emphasize, that it employs such things as oil change or tire rotation to their mechanics and the cash registers ring.

Perhaps some reflecting belt-tightening as the economy continues to struggle, found the 2013 index customers spent less private visits to the workshop, an average $118 $125 from the previous year. This may reflect the fact that many makers add routine maintenance on their traditional coverage have.

To satisfy customers, has a number of advantages. It not only more sales but generates increased customer loyalty, according to Director Sutton JDPA. The index of survey participants, usually 38 percent said they will buy "definitely" a vehicle with the same brand when it's time, trade. That jumped to 59 percent for customers who said they were "delighted" by the service from your dealer supplied.

"The experience has a profound influence on vehicle, not only where they take your car the next time you need maintenance or repairs, but also on their next purchase of the vehicle," said Sutton. "Dealers know this, and most will take appropriate measures to ensure that their customers the best experience in the sales and service pages of memory possible."

The study includes responses from 91,000 owners from 2008 to 2012 model year vehicles.

Copyright © 2009-2013, the Detroit Bureau

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Lexus tops vehicle reliability study

Paul A. Eisenstein, the Detroit Bureau - 1 day

Today's vehicles are more reliable than ever before, according to a new study, although Toyota remains the King when it comes to long-term reliability.

Still, that the gap between import and domestic brands, with motors give close chase to Toyota General and the J.D. power and Associates 2013 vehicle reliability study finds its luxury brand of Lexus.

"The continuous improvement of the long-term reliability of truck, crossover, or SUV, are means that consumers should have more confidence in the three-year-old vehicles, whether they keep their current car or shopping for a used car," says David Sargent, Vice President of global automotive at J.D. power and partner or JDPA.

On the basis of responses from 37,000 owners of 2010 model cars, trucks and crossovers, the annual study shows that the number of reported fallen five percent since the last report, has known under the abbreviation VDS issues. On average, there were 126 problems for every 100 vehicles or 126 PP100 in power-speak, down from 132 in the 2012 study. This is the lowest number since 1989 is often cited measure of vehicle reliability started.

Domestic manufacturers traditionally have to foreign rivals behind, but the gap has Detroit makers, on average a score of 133 against 123 for imports drastically reduced for 2013. The higher the score of the more problems. Until 2011, the gap was 18 points, power points.

But not absolutely there a frequent, that connection between the way that perform individual brands in power short-term studies, such as the initial quality study. Toyota Lexus routinely leads the IQS, and tops in the VDS 2013 with benchmark it is 57 problems per 100. In other words, barely half of respondents Lexus owners reported problems at all.

Porsche came in second followed by Lincoln, Toyota and Mercedes-Benz complete the top five. Meanwhile, arm Chrysler truck, the RAM brand, the biggest improvement of any brand, its improvement by 52 PP100 score written.

Individual product segments Lexus led in two, with the Lexus ES350 tops in the category entry premium car named during its RX model, the midsize premium crossover/SUV models led. Toyota has seven-segment Awards overall, including the brands of Scion and Toyota more than any other car manufacturer.

But General Motors was second on the list with four individual segment awards for models including the Buick Lucerne sedan and the big Chevrolet Tahoe SUV. American Honda took two segment WINS, with Audi, Ford, Hyundai, Mazda and Nissan access also awards.

The 2013 supplied vehicle reliability study some major surprises, especially by the revelation that conventional wisdom is wrong, when it comes to the reliability of the brand new products. "The perception that new or revised models not as reliable as those that for a year or more is not true on the market", emphasizes Sargent, add "The fast improvement of the basic vehicle reliability every year is more than balanced all initial faults, which may have new or redesigned models."

The upward trend in vehicle reliability is certainly good for those, to buy a new vehicle. But it is perhaps even better news for those in the market for a "like-new" vehicle.

"If you can't afford a new vehicle can, or want to simply not one, should you feel confident when buying certified used car (CPO) vehicle," takes a power statement.

There was a significant increase in the demand for CPO vehicles in recent years. Most manufacturers offered now used car program in which models comprehensive controls come a certified from leasing to undergo and if necessary, repaired. You are assured a rule of almost new warranty.

Copyright 2013 the Detroit Bureau

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Lexus Unveils car, the danger of the street expected

Paul A. Eisenstein, the Detroit Bureau

It can detect a potential problem at 500 metres distance and tell the difference between red and green light. It can expect a corner even before the driver turns the wheel. It is designed to prevent a crash, but make it easier to survive a collision even as they automatically calls for help.

Toyota's Lexus luxury brand is the public give a first look on its advanced active safety research vehicle on the annual Consumer Electronics Show in Las Vegas this week. Also known as the AASRV, is to test it and a variety of automated vehicle safety technologies that could be used in the not-too-distant future in series vehicles to demonstrate according to Toyota officials.

"In our quest for more automated high technologies develop, we believe that the driver needs to be fully engaged," said Templin. "For Toyota and Lexus, driverless car is only part of the story. "Our vision is a car with a smart, always attentive co-pilot whose capabilities to the safer driving contribute."But in contrast to some prototypes, the AASRV is not designed for operation with complete autonomy. Mark Templin, general manager of the Lexus brand stressed that the aim to engage and to improve the skills of the driver, instead driving a car into a fully automated activity to make.

The concept behind the AASRV said to view safety as a "holistic blend" of persons, vehicles and driving environment, Toyota. The technology used in the vehicle safety should be back to the drivers Act of the moment, is switched on like a car until home safely - or, in the case of a collision by the time as rescue and response after a crash has occurred.

A variety of technologies to 'see' what is on the road as well as in the Interior of the car, the vehicle includes security. These include:

A roof mounted, 360-degree LIDAR-laser which detecting obstacles and other objects at distances up to about 230 meters, three HD cameras can also obstacles - spotting, and reading lamps on traffic - up to 500 metres distance.Front and side-mounted radar to create a field of "Vision" around the vehicle;An inertial measurement system, which determine how the car behaves, can just for runners or sudden driver input, for example; and GPS antennas on the roof help of an integrated navigation system compare motion of the vehicle on the road itself.
Today's cars come loaded with more and more digital security technology. Electronic stability control required by federal law since the start of the model year 2011 and has saved already thousands of lives has been credited by the National Highway Traffic Safety Administration.

New cross-traffic alert systems an oncoming vehicle can save otherwise out of sight for a driver out of a parking lot, locate. And a number of vehicles, including the latest generation Lexus LS, equipped with pre-collision warning systems, a driver for a potential crash to indicate. The LS system can bring to a halt even the car, if the driver does not react in good time – and it is designed to reduce the impact if a crash is inevitable.

While the consumer traditionally has focused Electronics Show on goodies such as televisions, smartphones and computers, it has a growing presence of automakers and suppliers focus on traffic engineering of Infotainment to hin to intelligent transportation systems, or ITS views.

The AASRV will participate in the smart car research, which could soon find communication with a roadway infrastructure intelligent - and any other vehicles. While letting also motorists know ahead of problems, such as smooth roads, construction and traffic congestion could that reduce such as the probability of collisions at blind intersections.

Toyota noted, it is one of the eight automakers crash avoidance metrics partnership (CAMP) vehicle safety communication 3 (VSC3) Consortium, designed, to various system participants.

"The real value of the research projects like this increases the focus on what seemed an unreachable dream a few years ago and is now more plausible," Templin said. "We look at the ultimate goal of a society of that values mobility TMC and Lexus, the Elimination of road deaths and injuries."

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Toyota recalls 778,000 Rav4 all-terrain vehicle, Lexus sedans

To resolve all-terrain vehicle and Lexus HS 250 h sedan to a suspension problem that could cause crashes with reference to 778,000 RAV4 Toyota.

The company says if nuts really are attracted to rear suspension for a wheel alignment, the arms can rust and separate from the vehicle.

Toyota reports nine crashes and three minor injuries from the issue.

RAV4s of the product recall are covered from the model years 2006 to 2011. The Lexus limos are from 2010 only.

Toyota says that he developed a plan to resolve the issue. Owner by mail will be notified if dealer for a free repair of the vehicles must be taken into account.

Now the company is saying to their drivers to contact when they heard an unusual noise in the rear of the vehicle dealer.

Associated press contributed to this report.

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Ford takes aim at Lexus with new Lincoln MKZ

Geoff Robins / AFP - Getty Images

The Lincoln MKZ concept car is presented on January 10, 2012 on the 2012 North American International Auto Show in Detroit.

Ford takes aim at Lexus luxury sedan with a new Lincoln, which goes on sale this fall.

Ford said on Tuesday that the Lincoln MKZ from $35.925 to start. That's $175 less than the Lexus ES 350.

The MKZ is a critical product for Ford, that is trying to renew the Lincoln brand after years of neglect. It is the first in a series of new Lincoln's, the Ford plant in the next three years should be introduced.

Under the MKZ features is an all glass roof that opens automatically and slips through the rear window, give both front and rear passengers a convertible-like ride. It has Lincoln's split wing grille, one of the most famous features of the brand. But designer it weakened after complaints about the clumsy mouth on the recent Lincoln limousine.

The car is longer and wider, that there is a more luxurious look. It has an elegant, clean dashboard with flush buttons for controls instead of buttons.

Ford first revealed the new midsize MKZ car in January, but not the price up to now known.

The price tag is clearly Lincoln as a competitor to Lexus, which was the third top-selling luxury brand in the United States last year behind BMW and Mercedes-Benz. Lincoln was the top-selling brand in the United States in 1998, but it was obscured by Lexus for most of the next decade. Lincoln is now sold by seven other luxury brands.

Ford is also a hybrid version of the MKZ at the same price as the petrol version to offer. This is $2.750 of less than the hybrid Lexus ES 350. Ford offers since 2010 a hybrid MKZ at the same price as its petrol sibling, and says that it has brought new buyers to the brand.

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Toyota Lexus SUV fix floor mat recall

CNBC's Phil LeBeau has the latest details on Toyota recall.

By Paul A. Eisenstein, the Detroit Bureau
Recalling his embarrassing unintended acceleration scandal behind it put, is Lexus now on two other models due to the possibility that jam accelerators can add to loose floor mats pedals leading vehicles out of control growth hoped.

The two models of the latest recall are covered the Lexus RX 350 and RX 450 h hybrid, with a total of nearly 134,000 vehicles involved. The new service actions are problems, relatively modest when compared to the millions of vehicles previously sudden acceleration but the latest recall is Toyota back in the spotlight, spent the last years of trying to rebuild its reputation for high quality and reliability.

"It was just from people's memories, fade," said analyst Rebecca Lindland, IHS automotive. "This is like an old wound scratch."

Probably the worst public relations crisis in Toyota Motor Co. history began mid-2009 when a California Highway Patrol officer and several family members were killed, when they get out of control a Lexus, rose borrowed had a highway crash and burst into flames.

While Toyota had exposed allegations of unintended acceleration for some time led the event of the vehicle manufacturer, the recall of 3.80 million Lexus and Toyota to order brand vehicles, because loose mats under the accelerator was able to catch. Two months later, it has a second callback, this one with millions more vehicles with potentially sticky accelerator of assemblies.

Then early 2010 announced it would Toyota temporary hold the accelerator units to replace production of some of its most popular vehicles.

Further complicate, the manufacturer was hit a number of independent problems, from steering problems with the corolla or mini-vans, the serious corrosion problems experienced. All in all Toyota was forced more than 10 million vehicle recall - a company which was long known for bullet-proof reliability ended the year with more recalls than any other manufacturer in the business.

Critics claimed that allegedly caused the two callbacks not all Toyota products out of control race problems. This possibility grew in the Toyota President Akio Toyoda, under fierce criticism came angry hearings on Capitol Hill.

Federal safety regulators were targeted for allegedly secret documents suggesting that Toyota had found ways to make the National Highway Traffic Safety Administration on a previous exploit, back down go soft on the manufacturer, millions of dollars save the company.

The Government authorized one from NASA which electronic engine controller malfunction could cause others of the National Science Academy, looking at the possibility of unknown goblins, the Toyota, two separate independent studies. Both studies deleted maker – driver error, where the bulk of the blame.

But investigators also suggested that it was possible that she had not simply in a position to isolate random electronic problems. This claim was at the heart of extensive legal work to the Toyota of those entitled to unintended acceleration experienced have.

The latest remember urged back to the first Toyota question, potential carpet entrapment ordered to the "UA" it forces repair of 131.800 2010 model RX 350 crossover and an another 22,200 RX 450 hybrid to order.

"It will be interesting to see whether the efforts to effect ongoing legal issues, focusing on", analyst said Lindland.

Owners of the affected vehicles receive a security reminder notification via first class mail in early August 2012. Lexus dealers will fix the involved vehicles free of charge for the customer.

Information and answers to questions are at or www.lexus.com/recall and Lexus customer satisfaction (1-800-255-3987).

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Lexus named most dependable; Chrysler last

DETROIT — Toyota's luxury brand Lexus topped a vehicle dependability survey of owners of 3-year-old cars and trucks as model-year 2009 vehicles improved to record-high quality levels, J.D. Power & Associates said on Wednesday.

Chrysler vehicles, made during the tail end of ownership by a private equity firm before it was taken over by Fiat SpA in mid-2009, were at the bottom of the list for dependability and reliability, J.D. Power's survey showed.

Model-year cars from 2009, made during one of the worst downturns in automotive history, were more reliable than those in any previous survey, which dates back to 1990, said David Sargent, vice president of global automotive for J.D. Power & Associates.

"The data is pretty clear," Sargent said. "These were the best quality vehicles ever built up until this time. It's a pretty good testament to the industry. Some of the automakers were facing, potentially, the end, and all of them were struggling to sell any product."

In 2009, U.S. auto sales hit the lowest level since World War II, when adjusted for population, and both Chrysler and General Motors underwent government-sponsored bankruptcies and Ford Motor borrowed heavily to avoid the same fate.

Behind Lexus in order of consumer perception were Porsche; GM's luxury brand Cadillac; Toyota's namesake brand; Toyota's youth-oriented Scion brand; Daimler AG's luxury Mercedes-Benz brand; Ford's luxury brand Lincoln and then Ford's namesake line.

Among non-luxury brands, the leaders were, in order: Toyota, Ford, Hyundai and Honda.

At the bottom were Chrysler's namesake brand, and three other Chrysler brands -- Dodge, Jeep and Ram trucks.

Sargent said cars and trucks made since 2010 for all four of those Chrysler brands have improved dramatically.

Reuters contributed to this report.

Is dependability the primary criteria for you when car shopping? Share your thoughts on Facebook.

Copyright 2011 Thomson Reuters.

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Toyota puts more passion, SI style, into Lexus

By Paul A. Eisenstein, The Detroit Bureau

When Toyota CEO Akio Toyoda suggested he wanted to put more passion into the Lexus brand few might have thought he meant that in its more lustful interpretation.  But that’s apparently how the marketing folks at the luxury brand took it.

They gave a hint of a more sexy approach with their recent Super Bowl commercial and are taking things a significant step further as part of a partnership with Sports Illustrated magazine, Lexus becoming the Official Automotive Marketing Partner for the maker’s much coveted annual swimsuit issue.

In particular, the automaker will be using the, ahem, attributes of swimsuit model Tori Praver to show up the curves of its own new offering, the 2013 Lexus GS, as part of what it is calling the TORI 500 campaign.

You can take that quite literally, as Lexus has built a racetrack following the outline of the blond, bikinied supermodel – with professional race driver Scott Pruett and stunt driver Greg Tracy given the enviable task of tracing her outline – and then racing to see who will get to drive with the model as their passenger.

“What better way to help introduce the bold new face of Lexus-the all-new GS-than with a bold new campaign featuring a Sports Illustrated Swimsuit model?” said Brian Smith, Lexus vice president of marketing. “With the new GS, there’s no going back for Lexus. Instead of just looking at the pictures, consumers can share in the fun through our many campaign components, including having Tori appear in their own photos.”

The multi-part campaign kicked off with a two-page spread in the Sports Illustrated Swimsuit issue, out yesterday, with the Japanese maker sponsoring the Beauties and Beats Music Festival continuing its pitch at the Cosmopolitan Hotel, in Las Vegas, today and tomorrow.

To let lustful fans share in the action, Lexus has launched its Supermodeled iPhone camera app that lets users put an image of bikini-clad Tori into their own photos.

It’s an age-old debate: does sex sell?  Apparently, Lexus thinks it’s the fastest way to convince buyers that a brand known for stodgy, safe designs is now as exciting as a Sports Illustrated Swimsuit model.

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Toyota pumping passion into Lexus

The 2013 GS is 'the first car to wear the new face of Lexus,' said Akio Toyoda, CEO of Lexus' parent Toyota.

By Paul A. Eisenstein

What do you do with an old car? If you’re Lexus, you don’t send it to the scrapyard.

The luxury carmaker recently decided to ask a group of leading-edge designers what they could come up with using old parts from the automaker’s CT 200h -- a compact hybrid.

Fashion-forward Moss Lipow transformed a transmission starter and exhaust manifold into the “Environmental Crown of Virtue,” while Alejandro Ingelmo’s Luna Shoes were stitched together from the car’s armrest leather and plastic tubing.

You likely won’t find these fashion spin-offs in your local mall, but Lexus does plan to feature the results of the fashion project in a new ad series set to appear in Vogue magazine. It’s all part of the automaker’s critical campaign to pump some passion into the normally staid Lexus brand.

Once seen as a serious challenger to the established luxury automotive order -- and until recently the top-selling luxury brand in the U.S. -- Lexus has its work cut out for it, company officials admit.

Lexus

Moss Lipow's 'Environmental Crown of Virtue' uses a transmission starter and exhaust manifold gasket.

The Lexus brand has developed a reputation for solid, albeit often boring products, industry analyst George Peterson, of AutoPacific, warns. As a result, the average age of the vehicle’s buyers has risen steadily into the 60s as younger, hipper customers turn to other more motivating car brands.

“Today, buyers in the midsize luxury segment want a more engaging driving experience,” Lexus Group’s Vice President Mark Templin said during an interview following a recent media drive of the second-generation, 2013 Lexus GS.

The mid-range sedan -- which goes up against the likes of the BMW 5-Series, the Audi A6 and Mercedes-Benz’s E-Class -- is so critical to the company’s success that Akio Toyoda, the CEO of Lexus’ parent company Toyota, took on the assignment himself when the 2013 GS was first unveiled during the Pebble Beach Concours d’Elegance last August.

“This is the first car to wear the new face of Lexus,” Toyoda, the grandson of Toyota’s founder, proclaimed. But the new sedan is more than just a new styling exercise, he added. It’s the result of an intensive effort to get more in touch with the brand’s customers and, as such, Lexus “is leading the way in how the entire Toyota Motor Company should operate,” Toyoda emphasized.

The new design language, dubbed L-Finesse, is aimed at responding to criticism that dates back to the 1989 launch of Lexus and says the car’s styling is derivative -- essentially, a copy of what its European rivals were doing.

To help give Lexus a more distinctive shape, Toyota has started out by giving the brand’s vehicles both more independence and more resources, including its own design and engineering operations.

And if the shape of future products are to be unique to the brand, Lexus will also try to ensure that its approach to performance and technology are equally distinctive.

The car maker was the first in the luxury segment to put a hybrid powertrain under its hood and now offers the high-mileage technology in nearly a half-dozen offerings. Lexus’ Templin has stressed a goal of eventually having hybrid variants for all Lexus product lines.

But while the base HS250h may focus on fuel economy, the hybrid version of the new GS -- the Lexus GS450h -- puts a premium on performance. It uses a combination V6 engine and electric drive to serve as an alternative to the more fuel-hungry V8s found in competing luxury sedans -- without sacrificing the car’s get-up-and-go.

There’ll also be a new GS350 F-Sport model that will use a V6 alone to launch from 0 to 60 in barely 5.5 seconds. Significantly, Lexus took the wraps off that version of the sedan at last month’s SEMA Show, an annual industry extravaganza in Las Vegas that focuses on passenger-car performance accessories.

Company officials hope the new products can counter recent setbacks to the Lexus brand that began in late 2009 when Toyota ordered a massive recall due to concerns about so-called runaway cars. The recall was triggered by a fiery Lexus crash that killed a California highway patrol officer and several family members.

Even though Toyota was cleared of a broader problem with sudden acceleration, the luxury carmaker was slammed by the aftershocks from the Japanese earthquake and tsunami in March. It is only now starting to rebuild dealer inventories after months of production cuts.

In the interim, Lexus’ competitors have cut ahead of it. The Japanese carmaker will be facing tougher competition going forward from brands as diverse as BMW, Cadillac and even Hyundai, which has a luxury product line growing to include the updated Genesis and new Equus premium luxury sedan.

For his part, Templin recently surprised observers by saying Lexus won’t try to keep up with its competitors, especially the Germans, who have been trying to fill every possible luxury niche. In particular, Lexus won’t move into the small near-luxury segments as Mercedes has with its A-Class.

“I don’t want an enormous model range,” even if that means sacrificing pieces of the luxury pie and, notably, losing some market share, he said.

“The [luxury market] pie will be divided into smaller pieces,” Templin predicted, but if Lexus can deliver a more passionate and distinctive product line, he continued, it expects it will still be able to remain a leader in the high-line segment.

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