2004 Lexus Rx330 Suv White, In Good Condition on 2040-cars

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Toyota, Lexus to build more CUVs to meet surging demand

What was the biggest takeaway from the auto industry's 2014? Besides the fact that recalls are now a sad and mostly unremarkable part of a vehicle's life, it's that you can't be a competitive, mainstream brand in the US without a really strong line of crossovers, SUVs or pickups. We saw evidence of this as recently as Monday, when Hyundai unveiled its HCD-15 Santa Cruz Concept, and now we're seeing it again with Toyota. The company already has a comprehensive lineup of both mainstream and luxury CUVs and SUVs, although surging demand – sales were up 16 percent last year, Bloomberg reports – has led the company to increase its production tempo at the plants responsible for the RAV4 and Lexus RX. "The freeze is still in place until the end of March of 2016," Toyota's Jim Lentz told Bloomberg during this week's Detroit Auto Show, referencing the production bump at the Japanese and Canadian factories responsible for the models. "That hasn't changed. All indications are that it will lift, but right now it has not lifted." The increased sales are even spurring the brand to consider additional CUVs, including a compact that would slot in below the RAV4, Lentz told the business publication. Such a move would give Toyota a player in an increasingly competitive and important segment. In 2014 alone, mainstream brands, including Honda, Mazda, Chevrolet and Jeep, have announced brand new products destined for the compact CUV market. "We're going to have to look at how the market under RAV4 develops," Lentz told Bloomberg. "There's no question that it's going to. That's going to be the next growth spurt." Related Video:

Lexus pushing upmarket as others move down, LF-LC production hinted [w/video]

Jeff Bracken, Lexus' US group vice president and general manager, knows his company lost its position as America's biggest luxury brand back in 2011, and it's a mantle that his employer probably won't be getting back any time soon. That's because Lexus is electing not to follow the luxury segment's downmarket trend any more than its $32,500 CT 200h hybrid hatchback. "Since we won't be going down below $30,000, it will be very difficult for us to ever regain luxury leadership," Bracken admitted on Autoline After Hours late last week.
Rivals Mercedes-Benz, BMW and Audi all have new low-end entries on sale or in the wings to entice new buyers and fortify their CAFE scores, but Lexus has Toyota and Scion to capture sales underneath its lineup. Instead, Bracken hints that Lexus is going upmarket and higher-performance, fueling ongoing rumors of a LFA successor, or perhaps a new offering based on the lauded 2012 LF-LC coupe concept shown above, a production version of which could also slot in where the unloved SC convertible left off. "We need to begin bringing to market luxury performance... higher performance vehicles. IS-F certainly was the beginning of that, maybe on the lower end," says Bracken.
Later in the online video interview show, Bracken gets even more candid:

This is what a Lexus RC-based 'four-door coupe' might look like

It feels like there is a secret law in Germany mandating that every domestic automaker there must offer at least one model with a four-door coupe bodystyle like the BMW Gran Coupes, Mercedes-Benz CLS and Audi A7. Several of the German brands even have the swoopy sedans in multiple sizes. So far, Lexus has stayed out of that fray, but maybe not for long, if a recently spotted test car makes it to market.
The brand is known to be testing a highly styled four-door coupe, roughly the size of the GS, under heavy camouflage. Little is known about the new model at the moment, but its existence makes sense. If it really wants to take the on Germans, Lexus is going to have to fight them toe-to-toe with competing models - especially with ones understood to have high margins.
Pictured above is a rendering from artist Theophilus Chin imagining a slightly smaller take on the genre based on the RC coupe, which he calls the RC GT. His design leaves the original shape almost untouched, but shortens the front doors to allow room for a rear doors under the arching roof. His GT would be aimed more against the BMW 4 Series Gran Coupe and rumored Mercedes-Benz C-Class four-door coupe, rather than the larger models Lexus actually appears to be targeting with its vehicle under development. His concept certainly nails the look, though, and while it might not have a basis in reality, we thought that it's well-resolved enough that you'd want to take a look, if only as a "what could've been" flight of fancy.