Launch of the new Lexus GS series.

Lexus never seemed to be a really strong competitor to the Germans though it's definitely carved a class on its own.  Maybe it still isn't to the ranks compared to the likes of BMW and Mercedes Benz.  But to Audi, this is increasingly becoming one strong competitor.  Lexus has set its eyes to become a truly global premium brand, appealing to those who are not keen on ra-ra badges but understated, clean, substantial, impeccable craftsmanship.  Appealing to one who has Monocle for breakfast, if you get what I mean.

In order for Lexus to truly be a global premium brand, they truly need to separate itself from Toyota more.  Lexus has always unwillingly inherited its blood relation with Toyota.  How do you position yourself to be premium when you share the same technology as a global mass brand?  Bear in mind, the CT200h has the same engine and drivetrain as the Prius.  To pay premium, you'd expect a premium system as well, no?  A good start is for Lexus to separate itself entirely from Toyota, only to report directly to the President, Akio Toyoda (he is the heir of Toyota - in short - Mr. Owner).  Therefore, we should see a real dynamic change with its separation from the group - marketing, engineering, design and all.

Lexus launched the new GS series in the 42nd Tokyo Motorshow, which blueprint was inspired by its supercar LFA in terms of sweeping designs and agile drivability - I'd surely love to get behind the wheels of the GS350 F Sport and see what a slice of the LFA feels like.

Eat this, Audi ;)



And if you need more inspiration, let's not forget what the LFA could potentially do :)



Now that I got you all sweaty, here're some snapshots I got from Tokyo Motorshow.

New GS450h

LFA Nürburgring Package - emphasizes circuit cruising at a level higher than the standard specifications which is scheduled for production in 2012.  The maximum output has been raised to 571PS (just bout 10 horses extra) via higher compression.  Limited to only 500 units, orders have been closed in January 2010.  Woops.  Sorry dude, better luck next round.  Well next time, if you wanna ride a fast machine, you better be quicker than that :Pp

Beyond the interior, let's investigate it to the bone.  You should know also that the LFA is put together by 10-15 (can't remember how many) Master craftsmen, who are known as 'Takumi' which is equivalent to your 10th 'dan' black belt in automotive.  They painstakingly put your machine together by hand to ensure the highest L-finesse.  Read more about the Lexus 'takumi' here.

The heart that moves both driver and machine.

心、動かす力。

New GSのさらなる魅力を、あなただけに。

それコピはいいよね。心、動かした。

Just wondering, throwing you some questions.  Anyone knows...

1) All three GS (GS450h, GS350 F Sport and GS250) have got a D-4S engine - the one that's strapped on the Toyota 86 and Subaru BRZ?  I know the GS450h does, but not sure about the F Sport though I think it should be because both are a 3.5l V6 engine.

2) Lexus is the only rear-wheel drive hybrid?

3) Usually, in a line-up, fuel-engine models are more powerful than its hybrid variant.  But the GS450h has got about 20 horses more than the F Sport variant.  Hmm... now that's what I'm talking about; no compromise on performance.

What is Tokyo?

It's essentially a shopping mall bigger than Singapore. The minute you land, the door of your airplane opens you to a world of consumerism that redefines retail experience like never before.

Forget about sightseeing, there's nothing to see in Tokyo. Forget about the museums, if you arrive on Mondays. It's a mall that's made up of international designer brands to proud homegrown ones, mega chains to specialty boutiques. You don't have ten racks to spoil you of choices. You have ten streets. You don't walk, you take trains. Forget about tourists worried of skyhigh room rates, it's the backpackers who realize they don't have enough space to transport everything back in their 25l Karrimor.

Tokyo is one great big mall that entices you with things you never knew you needed, provides you with museum-worthy pieces that could solve problems you never knew bothered you, and rubs off its good looks on you in ways you never knew possible.

Everytime I come here, I go home in debt.

That's Tokyo.

An afternoon of classical music.

Cat is back.

For awhile, I thought I lost this little guy. Little did I know, he went travelling with his new found friend ;) More of him here.

By the way, I'm a little not used to the internet speed being so fast here. All hail Japan.

The iron car.

From Audi Tokyo Forum.

Brand showroom.

Consumers have evolved. Period. At least the urban ones have, becoming smarter, pickier and more distinguished in their choice of brand. Most often that not, this post-modern consumer who is bombarded with thousands of parity brands, make his or her choice based on an alignment of values - obviously between him or herself and the brand. When functionality and/or functional difference are/is out of the equation, then it all boils down to values, the shared vision and interests. If people really do buy brands like they make friends, then we really ought to think about the hospitality we're currently giving to our 'friends' when they visit. Audi did it right although it's not the first, following many other megabrands. Having a brand showroom versus a car showroom, provides customers an experience which definitely lacks in the usual dealer showroom. Long long ago, in far away lands, other brands have already been creating concept stores to showcase products, innovations, history and concepts - Sony has their Sony Centre (for your information, Sony Building in Ginza has been there wayyyy before our dear KLCC), Toyota has its Megaweb, Honda has its mother of all brand showrooms in the form of a circuit in Motegi, Adidas has its Original Store and Apple obviously did not lose out.

I don't think it's necessary for a cool brand to own a conceptual space. Neither do I think its a sure ticket to cool-dom. I think what matters is what do you have to say to your customers whom you want to make friends with? Building a relationship means opening up your past, creating present moments and working towards the future together. It means shared interests, values and respect for each other. Isn't this how we all make friends since the day we dropped our diapers? How did we manage to forget such basic rule?

p/s: Audi Forum? Nice :) check back for some juicy R8s