Lexus Changing the Game to Catch Up With Mercedes and BMW

It looks like Toyota Motor Corp has made plans for a makeover regarding its luxury car division. Its Lexus brand , is on the way to losing its position as the top-selling US luxury brand after 11 years. The revamping of Lexus comes as an effort to regain sales lost to Daimler AG’s Mercedes-Benz and BMW.

The manufacturer will release the new Lexus GS 350 onto the US market in February with a new look that includes a larger interior and better handling and acceleration according to Mark Templin, head of US Lexus sales. "It's the first of many models that will change the game for Lexus. The 2013 GS has sportier performance than past versions and is leading us into a whole new territory," Mark Templin was quoted as saying by The Detroit News.

Toyota is struggling to rebuild the US Lexus stocks which were left short after Japan’s earthquake and tsunami in March. That added to the 19 percent drop in sales for Lexus this year through July, giving a head start for BMW and Mercedes. Also, Templin explained that Lexus won’t be the top-selling luxury car brand in the US this year. It is worth mentioning the fact that it held the number one spot from 2000 to 2010.

"Our vision is that Lexus becomes the best, not the biggest, the best, most innovative, progressive luxury brand that delights customers from all around the world," Akio Toyoda, Toyota's President and Chief Executive Officer, as the aforementioned source cites.