Lexus RX Grille Faces Risks

Lexus introduced the grille a few years ago, heralding it as a part of an edgy new look. Before then, some people panned the brand for staid designs.

The automaker has tried to shake that rap, as evidenced by the RX that takes the stage in New York.

It doesn’t come without risks, as Bracken tells WardsAuto in a Q&A at the show.

WardsAuto: What are the risks?

Bracken: From a design standpoint, the spindle grille, especially on the F Sport over here, is very expressive. Some of our owners absolutely love it. Others say, “You’ve become more aggressive.” It is a bit of a dynamic that goes on in the marketplace, but we are OK with that, because we want to stretch ourselves, our engineers, our designers and the marketplace.

WardsAuto: You talked about appealing to new buyers and existing owners. What are the dynamics of managing both and appealing to both?

Bracken: RX represents our most loyal owner base. So we wanted to make sure we didn’t alienate our loyal owners with this new design. At the same time, we want to build on that owner base and bring in folks that might not have considered us in the past. Based on our focus group research, we’ve been able to do that.

WardsAuto: What might you have done to alienate?

Bracken: Well, for example, the spindle grille, right? Some folks feel it is too expressive. On the other hand, a lot of people are looking at Lexus because of that aggressive spindle grille. They might not have looked at us before.

WardsAuto: Was there anything Lexus had considered, but ended up saying, “No, we can’t do that because it’s too risky?”

Bracken: I guess I would answer the question this way. We’re always trying to push ourselves. We’re always trying to make sure we wow ourselves and our customers with whatever the features or designs or driving dynamics might be. We try not to handcuff ourselves.