Lexus steers in a new direction

The upcoming V8-powered GS 430.

The new Lexus GS 430 sedan points to a new direction for the carmaker, one it aims will blend its reputation for elegance with a mix of dynamic excitement.

The company is expected to launch a raft of new models over the next few years as it sets out to create its own global marketing strategy. A new IS model will be unveiled at the Geneva motor show next month.

The idea of perfection, which has been the crux of Lexus marketing in the United States, where it is the best-selling luxury brand, will be carried through to all markets.

Lexus' parent Toyota will also take a page from the Germans by creating a performance division similar to Mercedes-Benz's AMG unit and BMW's M brand.

Lexus' first attempt, the L-Tuned accessories line, was aborted last year because it mostly offered appearance add-ons that had little to do with performance.

Industry analysts in the US and Europe believe Lexus is on the right track by working to expand its product lineup and technical base.

Executives admit they can learn something from BMW especially. Typically, when Lexus redesigns a vehicle, it makes changes to the sheet metal and upgrades the engine simultaneously.

BMW, on the other hand, alternates the timing of sheet metal and powertrain changes. That way, there always is something relatively new about the vehicle.

Lexus executives have taken note of this approach and will apply it where possible, says Denny Clements, the general manager of Lexus in the US.

"We don't need to do everything at once," Clements said. "We should have something newsworthy every year, and not just the paint color and headliner. We want to keep our cars relevant, fresh and exciting, not just alive. We are not going to let our powertrains just sit on the shelf."

The new approach is evident in the new V8-powered GS 430 sedan, the mid-range model which will go on sale in New Zealand later this year.

It is the first of the GS range to use a V8 engine, in this case a 4.3-litre unit. But Toyota has applied for international trademarks for the names "GS 460" and "GS 350," which could indicate mid-life displacement options, although not necessarily for the New Zealand market.

A brief drive of a pre-production rear-drive GS 430 reveals the new blend. It is typically quiet and elegant but comes with more of a dynamic edge than previous mid-size models. The more you ask of it, the more it gives. Says Lexus New Zealand general manager Gary McIver: "We are excited about this car."

The new image Lexus is pushing worldwide is the result of a change in styling philosophy, says Wahei Hirai, Toyota global managing officer of design.

"What has emerged was not just a new direction in philosophy," he said. "It is a new design language, based on the dynamism and inherent contrast between simplicity and function."

The new design language has a strong European influence. The Lexus LF-A coupe, for example, is one of several Lexus concept cars designed by Italian freelance designer Leonardo Fioravanti and built in Turin.

Fioravanti is tight-lipped about his relationship with Lexus. "By contract I cannot comment on a specific project," he said. "But I cannot deny I've been working for the Toyota Motor group in recent years.

Lexus says LF means L(exus)-Finesse, but LF also stands for Fioravanti's initials. Toyota says this is purely a coincidence.

Fioravanti, a 67-year-old engineer born in Milan, has long experience in design. He was Pininfarina's chief designer for 24 years before joining Ferrari and then worked three more years for Fiat Auto.

Lexus needs a boost in Europe, where it has been overshadowed by European-based luxury brands. Lexus is the No. 1 high-end marque in the US with 287,927 sales last year, but sold only 20,154 cars in western Europe.