Lexus Aims to Build Street Cred Through Motorsports
Lexus GM says the brand is dedicated to winning on the track and in showrooms, no matter what it takes.
A lot of folks seem to still be in disbelief when they see Lexus race cars rubbing elbows with other exotic machinery on various tracks this year. But the luxury automaker isn’t exactly dipping its proverbial toe into racing. Their renewed dedication to motorsports and winning races is a long term proposition, you see.
At least that’s what Lexus General Manager Jeff Bracken told Automotive News at the Circuit of the Americas this week. It was there that a pair of RC F GT3 racers did battle in the GTD sports car class with other, more established brands. But these efforts, along with other entries like Japan’s Super GT series LC 500’s, represent more than just weekend glory for Lexus.
No longer is Lexus satisfied with its reputation as a builder of quality, reliable luxury vehicles. They want credibility as a maker of capable sports cars, too. And to do that, they must first build a successful, enduring motorsports presence.
“Our focus is, let’s get a competitive race car out there with a great team and get on the podium and start winning, and then we have a credible story to tell,” Bracken told Automotive News. “We’re all in, if it takes us two years, three years, five years.”
“We’re doing it to show the public that we can have a racing heritage and it can lead to great product in our lineup.”
Lexus isn’t exactly new to motorsports, having competed in some capacity since 2002. To date, however, they’ve never really seemed serious about their racing endeavors. But it seems like they’ve embraced their need to do so in an effort to change public perception. And for the current and future Lexus consumer, that can only lead to good things.
