Lexus to Focus on "Progressive Luxury"

After the launch of the CT 200h, Lexus is trying a different approach at a global level, planning to strengthen the brand by focusing on several elements considered key factors for luring buyers into its dealerships. In plain English, what Lexus calls "progressive luxury" is actually more time spent for hybrid projects, telematics and sporty packages that could play a key role in the future of the automotive industry.

"There was a need to make sure we were all on the same page," Karl Schlicht, general manager in charge of global Lexus marketing and product planning, was quoted as saying by Autonews. "It's very simple when you have one market. You have multiple regions now -- like Europe wanting one direction, Japan another and China coming on. That gets more complicated."

The newly-presented CT 200h is the first model produced under the Lexus brand that complies with the "progressive luxury" idea and the Japanese manufacturer is willing to take full advantage of this. The car will be launched in most markets around the world in the months to come, with sales likely to begin in 2011 in all of them.

In the United States, the CT 200h will be priced from $29,120 or $29,995 with all taxes included, with the entry-level version to include features such as Safety Connect, XM Satellite Radio, USB connector for iPod/MP3 players, Bluetooth streaming audio and power lumbar seat support.

There are lots of optional feature packages available, the most expensive being the Navigation Package that costs $2,445 and comes with a navigation system with HDD support, Lexus Enform with Destination Assist and eDestination, Lexus Insider, Voice Command, XM NavTraffic, XM NavWeather and XM Sports & Stocks.