The New Face of Lexus

Car companies have generally followed a similar design theme throughout the automaker lineup.  This brings a necessary cohesion to the design team and also makes it easier for the brand to be recognized by consumers.  When an automaker introduces a redesign, typically focusing on the front of the vehicle, it often is polarizing and can split brand faithful.  Let's take a look at a few companies and the effect a "corporate face" can have on the brand's success.

Subaru

Sometime during 2003, Subaru decided it was going to introduce a new grille design that would become the face of all Subaru vehicles.  Our first glimpse of this new face was the Subaru B9 Concept shown at the 2003 Tokyo Auto Show.  Despite very opinionated responses from critics, Subaru designers went ahead with the new front end design.  The first vehicle to showcase the design was the 2006 B9 Tribeca. The new SUV from Subaru was mocked and rejected for its ugly grille design and sales were evidence of that sentiment.  This however did not stop the face from making its way onto the 2006 Subaru Impreza .  Although not nearly as prominent or ugly as the Tribeca, the new Impreza was never deemed beautiful by the masses.  Before the face could make its way to the Legacy, Subaru's flagship sedan, Subaru ditched the face with hopes that it would quietly slip into history with no serious fallout.  With how strong Subaru sales have been the past few years, it appears that this is exactly what the public has done with the failed Subaru face: forgotten.

Audi

If you see a new Audi driving down the road, there is no mistaking that it is an Audi.  What may be mistaken however is which model Audi you have just spotted.  Audi vehicles have always had a very close resemblance to one another, but never as the current generations.  What makes each Audi model so similar to the next is the single frame grille.  Audi developed the "single frame grille" design almost 10 years ago and implemented it on the 2004 Audi A3.  Subsequently it was integrated into the A6, A8, and A4.  Now every Audi vehicle proudly displays this grille design.  Audi is producing gorgeous vehicles right now but must be cautious as some in the industry have complained that there is "too much commonality" between models, specifically between an Audi A8 and the Audi A4, which can have a price difference of between 40-70k between the two models.   Audi may need to differentiate more than they currently are but overall their current design theme is striking and is successfully helping customers identify and associate with the brand, regardless of which model in the lineup they see.

Lexus

Since the title of the article is "The New Face of Lexus", it seems appropriate to finally discuss the topic.  Lexus, one of the most successful selling luxury brands in the United States, has been criticized for years for being "too soft and too boring."  Despite the fact that many shoppers buy Lexus for just this reason, Lexus has decided to take Lexus in a direction that they hope will evoke more passion from owners.  The first vehicle to display the new Lexus design is the 2013 Lexus GS.  The first thing anyone familiar with Lexus will notice is the all new grille design.  This new "spindle" design is anything but bland and screams for attention, quite a contrast from the quiet whispering done by the previous generation GS.  Today, and the motivation for this post, a brochure for the 2013 RX leaked onto the internet.  It looks like Lexus is going all in on the grille design and will be implementing it on other models in the lineup.  This is a potentially risky move when you understand what the RX means to Lexus.  The RX has not only been the best selling Lexus model but also the best selling mid-size luxury SUV in the United States.  With Mercedes and Audi sales surging, Lexus can't afford to have a design failure with the RX, or any other future Lexus for that matter.  The public is finicky.  Luxury car buyers are even more so.  Just look at the "Bangle Backlash" for proof of what uproar you can hear from brand faithful when you muck up the design of an entire lineup.  Lexus is anxious to move ahead of the competition and that success depends on the company's brand new design.  So the question is, will the public smile upon the new face?  Only time will tell.

*Note: I avoided discussing Acura and the corporate front end design since I recently discussed my distaste for Acura's current lineup.