Are Lexus’ LC Sales Goals Too Optimistic?
The LC is a truly amazing car, but has Lexus set the bar too high?
At this point, nobody can really argue about the virtues of the new Lexus LC. The sporty halo coupe has done nothing but win awards and draw accolades from anyone who’s driven it so far. Lexus appears to have a real hit on its hands, at least critically speaking. But will that acclaim translate into sales success? After all, this is a (presumed) low production, relatively expensive sports car.
And sports cars typically don’t sell in large numbers, especially coupes. Definitely not when they cost close to six figures. That’s why Lexus seems to have set a really high bar for LC sales by hoping to sell 400 units a month. It may not sound like a huge number, but The Truth About Cars remains a little skeptical.
‘[Lexus] held a dynamic clinic last year and feedback from customers was clear:
The LC will be a strong player in the luxury coupe market.’
Granted, Lexus sells 300 RX models in America every day. But it’s a reasonably-priced car in perhaps the hottest segment around today: the compact SUV. As TTAC points out, Lexus’ goal for the LC means that it will outsell the Porsche Cayman, Mercedes-Benz SLC, Jaguar F-Type, BMW 6-Series, and Audi TT. 400 cars a month is also three times more than what the Nissan GT-R has ever sold.
Nancy Hubbell, Senior Communications Manager at Lexus, did provide some clarity to TTAC regarding this lofty goal. For one, Lexus enjoys a strong following in the U.S., its biggest market with a 49% share. Also, public response to the LC has thus far been very strong. Many love the fact that the LC’s styling remains true to 2012’s LF-LC Concept, a rare feat in the automotive world today.
“We held a dynamic clinic early last year and the feedback from customers was clear that the LC will be a strong player in the luxury coupe market,” Hubbell said. And aside from just competing with BMW and Mercedes, Lexus expects the LC to garner “some consideration from Aston Martin and Maserati customers” as well.
Plus, you must consider the fact that Porsche sells nearly twice as many 911’s per month, almost 800. Obviously the LC isn’t a direct 911 competitor, but they do share some similarities.
At least you can’t fault Lexus for setting the bar high. We’ll find out if they can meet their sales goal soon, as the LC hits U.S. dealerships in May.
