Lexus not looking to compete with CLA and A3

Lexus’ executive vice president has no intention of going downmarket. Indeed, Mark Templin told Automotive News that a model sold for less than US$ 30,000 would not be worthy of wearing the Lexus badge.

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Published on 2014/07/31

The comments can be perceived as a small slap in the face of German manufacturers who for some time now have been building more affordable models. The Mercedes-Benz CLA and Audi A3, both starting at less than US$ 30,000, are the main examples. In Canada, these models are available from $ 34,300 and $ 31,100 respectively.

"We could go down and build a car under $30,000, but you’d be cutting corners. To be honest with you, you can’t build a Lexus with the quality, the durability, the reliability, the craftsmanship, the content that we put in a Lexus and sell it profitably under $30,000. You just can’t do it," Mark Templin told Automotive News.

The most affordable model in the Lexus range at the moment is the Lexus CT 200h hybrid. Available from $ 33,120 in Canada, it is sold from US$ 32,050 in the United States. However, Mark Templin indicates that the majority of Lexus sales in the U.S. involve models priced above US$ 50,000.

In short, it seems that Lexus has no intention of designing an affordable model that will compete with the Audi A3 and Mercedes-Benz CLA, at least as long as the current vice-president has anything to say about it.

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