Lexus Branding Boss On Sedans – Step Up Or Step Aside

The sedan is an endangered species, with the ever-growing SUV juggernaut set to wipe out the humble family three-box car forever.

That’s the call from Toyota global branding boss, Tokuo Fukuichi, who reportedly said that the company’s Lexus brand needed to up its sedan game if sales are to remain viable.

Speaking with industry paper Automotive News, Mr Fukuichi, said sedans need to offer a sportier experience, as the wallowing on-road performance of SUVs is quickly becoming a thing of the past.

At the other end of the market, Mr Fukuichi said customers were becoming less concerned with woodgrain finishes and leather in their luxury sedans, and that the segment needed to follow its customers by changing into casual trousers.

Lexus fans may be shocked to learn that Fukuichi has even suggested Lexus build a conventional wagon, but the branding boss added that there are currently no such plans.

SUVs