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TUESDAY, NOVEMBER 24, 2009
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Lexus Reaches for Luxury Cachet

Wealthy suburbanites' car of choice gets high-end makeover

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(Newser) – Stodgy luxury standby Lexus is trying to trade up to the hot "prestige luxury" market with a new line of $70,000 and up automobiles.  Along with the new models comes a massive rebranding effort that aims, says a  marketing manager, to get "Louis Vuitton, Prada, Gucci and Lexus all mentioned in the same breath." 

To pull off the image shift, the company interviewed 100 upper-crust car owners, who gave Lexus low marks on exclusivity and style. So the company, once known for its low-key wine and cheese launches, is throwing blow-out bashes to celebrate its new lines, and developing a high-performance hybrid and a 500-horsepower sports car to complement its staple sedans.

New Lexus concept car.
New Lexus concept car.   (Getty Images)
The new Lexus concept car, the LF-A is shown January 8, 2007.
The new Lexus concept car, the LF-A is shown January 8, 2007.   (Getty Images (by Event))
The new Lexus IS F is shown January 8, 2007.
The new Lexus IS F is shown January 8, 2007.   (Getty Images (by Event))
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