Lexus Needs a New Halo Car to Replace LF-A

Production of the Lexus LF-A supercar ended on December 14th after only two years of production and 500 hand-built units. The LF-A has been a "the ultimate expression of Lexus quality and performance" and left in a period when Lexus was trying to "to reinvent itself as an emotional, pulse-pumping brand."

In a recent interview, Lexus Executive Vice President Kazuo said that Lexus needs a new halo car if the company really wants to "build a more emotional brand." However, this new halo car won’t have anything in common with the LF-A, and will be much cheaper than it.

However, Kazuo said that in the post-LF-A era, Lexus has different ideas for generating youthful excitement from the traditionally boring premium marque. This means the company wants to develop cars you may actually spot on the streets and are aimed at "mere mortals."

Lexus is currently interested in drawing in those young buyers who have just entered the luxury market and that are not interested in buying models from Lexus’ German rivals.

The only question is whether a new halo car fit Lexus’ new profile or not? Kazuo said that at this point there are no plans to replace the LF-A, but at the same time "If we want to build a more emotional brand, then we need a halo car."