Challenging World’s Best Lexus IS 200

Challenging World’s Best Lexus IS 200

Numerous factors contributed to the launch of Lexus; among the most eminent ones was Honda’s launch of Acura and export restrictions by US on main stream Japanese automakers. Coupled with Toyota’s vision of challenging the best in the world lead them to initiate F1 project, which paved the way for very first Lexus, LS 400, in 1989. Careful brand placement and immense focus on customer satisfaction made Lexus an instant an instant hit. Cadillac, Mercedes and BMW’s sales dropped heavily in US market as LS400 was cheaper yet better equipped and reliable compared to its competition. BMW accused Lexus of aggressive pricing but it was $1 billion of investment, extensive market research, over 450 prototypes and efforts of thousands of mechanics and engineers that pushed the brand to extreme heights.

After successful launch, company rapidly expanded its product line, and included compact executive sedan, coupe SUV and crossover. By 1998 Lexus IS 200 was launched as the entry level contender to challenge 3 Series Bimmer and C-Class from Merc. Ironically both M series and AMG editions, from BMW and Mercedes, remained unchallenged for quite a while. It wasn’t until 2007 that Lexus launched the very first sports version of IS 200.

Current IS F can accelerate to 60 in 4.8 seconds and maintains an impressive fuel economy of 24.4 MPG. If you keep your foot bolted to the floor then it will go on to 168 miles. Though 2012 BMW 3 M touts an even more impressive stat sheet, with consumption of 57.5 MPG, but misses out on 0 to 60 by just one second. Current generation Mercedes C AMG appears to be the exact copy of IS F as both are similarly priced and share almost identical performance figures. Bimmers 3 M costs £36,280 almost £20,000 less than both Lexus and Merc, thus making it more desirable.

Though Lexus IS 200 may have lost the battle on economic grounds but it has another weapon under its sleeve, one that distinguished it from the front runners, its iconic design. However, its chromed tail lights are now tweaked in favor of more aggressively styled regular tail lights. Lexus entered this dog fight with a clear vision and aim of dominating the established players but in order to compete at this level continuous market sensing and evolvement is necessary. Ironically market research and sensing helped them in launching the brand and currently they are missing out because they couldn’t sense the market shift towards economical diesel engines. This loss of competitive edge can cost them dearly in battle for market dominance.