Debunking the Lexus age myth
08-30-09, 02:16 AM
#1
Lexus Champion
Thread Starter
Debunking the Lexus age myth
There is this meme going around that Lexus buyers average in their sixties, I've seen it posted on a number of comment threads at different sites. Where did this come from?
The numbers from Power Information Network, circa 2009: "the average age of a Jaguar buyer is 54, compared with 47 for BMW, 50 for Mercedes-Benz and 53 for Lexus." In 2007, CNW Marketing Research found: "The average 63.6-year-old Mercedes-Benz shopper." CNW also had similar results in 2005 (median age): Mercedes 58.7, Cadillac 53.4, Jaguar 49.8, Lexus 49.4, BMW 46.1, Acura 45.3, and Infiniti 41.6.
Anyhow, in 2009 AutoPacific has found Lexus' median age to be 56, and the Detroit Free Press has picked it up.
With the IS, really? I'd like to see the numbers for the IS to back up his claims. As the Lexus Enthusiast blog pointed out: "The average age of a buyer of BMW’s 3-Series cars was 42, while Lexus’ buyers for the IS averaged 41 years of age. The compact premium category average age is 45.."
This in response to outgoing Jim Farley's assertion that: "the Lexus ES 350’s average customer is aged 61, and their number-one occupation is “retired.” In fact, Farley revealed that 40% of Lexus buyers are over 60."
Yes, but as Lexus Enthusiast points out, 60% are under. And the data show the average age is in the early to mid 50's. But how does Car & Driver sum it up? In this IS-F review:
C&D here is completely inaccurate and provides false numbers! That only applies to the ES 350. But what can one expect from C&D? Mark Templin, the replacement for the bailin' Jim Farley, has this to say:
I think it's fair to acknowledge that Lexus needs to be concerned about attracting younger buyers. But it's 10 years off the retirement age, and within five years of brands in either direction. Moreover this idea that Lexus buyers are all retirees, and that the IS is not a young-skewing vehicle, is inaccurate. As for whether the demographics for the ES play into whether it should be dropped or not, perhaps. We'll see if Mr. Templin's loyalty assertion is correct.
http://lexusenthusiast.com/2007/10/1...exus-age-myth/
The numbers from Power Information Network, circa 2009: "the average age of a Jaguar buyer is 54, compared with 47 for BMW, 50 for Mercedes-Benz and 53 for Lexus." In 2007, CNW Marketing Research found: "The average 63.6-year-old Mercedes-Benz shopper." CNW also had similar results in 2005 (median age): Mercedes 58.7, Cadillac 53.4, Jaguar 49.8, Lexus 49.4, BMW 46.1, Acura 45.3, and Infiniti 41.6.
Anyhow, in 2009 AutoPacific has found Lexus' median age to be 56, and the Detroit Free Press has picked it up.
Lexus' aging owner base is a concern for Toyota
Mark Phelan, Detroit Free Press
http://www.freep.com/article/2009083...ern-for-Toyota
Revered by an aging owner base but lacking exciting vehicles to draw new buyers, Toyota's luxury marque is beginning to look like another prestige brand that followed its original customers to death's door: Buick.
"Lexus is Buick in training," said Rebecca Lindland of IHS Global Insight. "Lexus made its name with baby boomers. They're aging, and the average age of Lexus owners is increasing with them.
"Lexus hasn't been able to supplement the baby boomers' loyalty with younger buyers. They've tried with vehicles like the IS sport sedan, but they haven't been able to penetrate younger buyers."
The median age of a Lexus owner is 56, according to data from consultant AutoPacific. That's more than a decade younger than Buick, but years older than the median BMW, Infiniti or Audi buyer.
Mark Phelan, Detroit Free Press
http://www.freep.com/article/2009083...ern-for-Toyota
Revered by an aging owner base but lacking exciting vehicles to draw new buyers, Toyota's luxury marque is beginning to look like another prestige brand that followed its original customers to death's door: Buick.
"Lexus is Buick in training," said Rebecca Lindland of IHS Global Insight. "Lexus made its name with baby boomers. They're aging, and the average age of Lexus owners is increasing with them.
"Lexus hasn't been able to supplement the baby boomers' loyalty with younger buyers. They've tried with vehicles like the IS sport sedan, but they haven't been able to penetrate younger buyers."
The median age of a Lexus owner is 56, according to data from consultant AutoPacific. That's more than a decade younger than Buick, but years older than the median BMW, Infiniti or Audi buyer.
This in response to outgoing Jim Farley's assertion that: "the Lexus ES 350’s average customer is aged 61, and their number-one occupation is “retired.” In fact, Farley revealed that 40% of Lexus buyers are over 60."
Yes, but as Lexus Enthusiast points out, 60% are under. And the data show the average age is in the early to mid 50's. But how does Car & Driver sum it up? In this IS-F review:
Originally Posted by Car and Driver
(Note: This is not correct!)
http://www.caranddriver.com/reviews/...is_f-road_test
No wonder the brand’s average buyer age is 61 and 70 percent of Lexus buyers are retirees, according to the company. If the demographics don’t reverse, Lexus is in danger of chasing Oldsmobile into the cemetery.
http://www.caranddriver.com/reviews/...is_f-road_test
No wonder the brand’s average buyer age is 61 and 70 percent of Lexus buyers are retirees, according to the company. If the demographics don’t reverse, Lexus is in danger of chasing Oldsmobile into the cemetery.
C&D here is completely inaccurate and provides false numbers! That only applies to the ES 350. But what can one expect from C&D? Mark Templin, the replacement for the bailin' Jim Farley, has this to say:
Lexus' worry about buyers' age gets old fast
http://findarticles.com/p/articles/m.../ai_n26639433/
All that fuss about the graying of Lexus? Forget about it.
With the departure of former Lexus boss Jim Farley to Ford Motor Co., the new regime at Lexus is taking a different approach to the brand's demographics.
"It's on our radar, but loyal customers mean a naturally older median age,'' said Mark Templin, 46, the former Scion vice president who took Farley's spot as Lexus' general manager in November.
Farley, the brand's boss from April through November, was worried about Lexus buyers getting older. But speaking at the introduction of the LX 570 SUV here, Templin said he doesn't see an increasing median age as a bad thing.
"It's more important to see how many new customers we are bringing in," he said.
http://findarticles.com/p/articles/m.../ai_n26639433/
All that fuss about the graying of Lexus? Forget about it.
With the departure of former Lexus boss Jim Farley to Ford Motor Co., the new regime at Lexus is taking a different approach to the brand's demographics.
"It's on our radar, but loyal customers mean a naturally older median age,'' said Mark Templin, 46, the former Scion vice president who took Farley's spot as Lexus' general manager in November.
Farley, the brand's boss from April through November, was worried about Lexus buyers getting older. But speaking at the introduction of the LX 570 SUV here, Templin said he doesn't see an increasing median age as a bad thing.
"It's more important to see how many new customers we are bringing in," he said.
http://lexusenthusiast.com/2007/10/1...exus-age-myth/
Last edited by encore888; 08-30-09 at 03:01 PM.
08-30-09, 02:21 AM
#2
Lexus Fanatic
interesting but I still think the Lexus drivers I see are usually in their 60's or at least late 50's. Cool info. When you drive an Infiniti you can tell through the driving dynamics of the car and the performance elements that the manufacturers choses to stress that it would attract younger buyers. Its just more of a performance sedan than anything offered from Lexus for less than 40K
08-30-09, 05:57 AM
#5
Lexus Champion
JD Power used to show buyer demographics for most models on their web site, but I don't think they do any more. The last time I looked at it the LS had the highest average age of buyers, followed by the ES. Next in order were GS then IS.
08-30-09, 09:56 AM
#7
Lexus Fanatic
This is all nonsense, as far as I'm concerned.
Who GIVES a rat's a** what the average buyer age of a vehicle is? I, for one, couldn't care less.
There is no reason why any person, of any age, cannot drive ANY Lexus product. Buy and drive what you want, what's best for you, what you can afford....and never mind what others think.
It's the same with Buicks. The auto press makes fools out of themselves trying to paint Buicks as "Geezer Cars".
Who GIVES a rat's a** what the average buyer age of a vehicle is? I, for one, couldn't care less.
There is no reason why any person, of any age, cannot drive ANY Lexus product. Buy and drive what you want, what's best for you, what you can afford....and never mind what others think. It's the same with Buicks. The auto press makes fools out of themselves trying to paint Buicks as "Geezer Cars".
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08-30-09, 10:39 AM
#8
Lexus Champion
I agree with you, but there is no denying the fact that certain cars, for whatever reasons, appeal to certain age and gender demographics.
Manfacturers track that information to target their marketing, and produce cars/features that the particular demographic wants.
Manfacturers track that information to target their marketing, and produce cars/features that the particular demographic wants.
08-30-09, 11:10 AM
#10
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A lot of it simply comes from the fact that most younger people can't afford new Lexus's. And this study only considers new car purchases.
They compare to the sport luxury brands BMW, Infiniti, and Audi but what about Mercedes and others? Of course the sport tuned brands will appeal to younger folks but since when is Lexus supposed to be a BMW? That would suck.
It seems like every company/division is overly concerned with attracting younger buyers. Do they forget that retiring baby boomers will, for the next 20-30 years, be a huge piece of the buying population?
They compare to the sport luxury brands BMW, Infiniti, and Audi but what about Mercedes and others? Of course the sport tuned brands will appeal to younger folks but since when is Lexus supposed to be a BMW? That would suck.
It seems like every company/division is overly concerned with attracting younger buyers. Do they forget that retiring baby boomers will, for the next 20-30 years, be a huge piece of the buying population?
08-30-09, 12:21 PM
#11
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08-30-09, 01:28 PM
#14
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I bought my first 4 year old Mercedes-Benz S-class at age 23. I discovered what I deem to be a superior sedan without the need for a 12 cylinder at almost 26 years old and purchased a 1998 LS 400. Upgraded to a 2005 LS430 UL last September (which is also the month of my birth) so I was either 28 or just turned 29.
I prefer large flagship sedans and was enamored with the prestige of the S600even as a younger man. The car unfortunately, was not very good to me and to be honest, was just an impulse buy. I did my homework and have not found a better answer to my "needs" than Lexus products - understatement, class, amazing comfort, all the power I'll ever need, dependability and the feeling that you own something purpose-built. My partners all own Mercedes. When I briefly owned one, I couldn't shake this feeling of being "taken" for some reason. Constant problems, yesterday's technology and an arrogance that couldn't be rivaled by any other service center out there. Whenever I complained they oftened conveyed to me "hey, ita a Mercedes...you should feel honored to be driving this car". I didn't...it was a legend in it's own mind.
Sorry for going off topic, but I plan on continuing to bring Lexus driver's average age down for a while, although I do have dirty little crushes on the Audi A8L and Jaguar XJs.
I prefer large flagship sedans and was enamored with the prestige of the S600even as a younger man. The car unfortunately, was not very good to me and to be honest, was just an impulse buy. I did my homework and have not found a better answer to my "needs" than Lexus products - understatement, class, amazing comfort, all the power I'll ever need, dependability and the feeling that you own something purpose-built. My partners all own Mercedes. When I briefly owned one, I couldn't shake this feeling of being "taken" for some reason. Constant problems, yesterday's technology and an arrogance that couldn't be rivaled by any other service center out there. Whenever I complained they oftened conveyed to me "hey, ita a Mercedes...you should feel honored to be driving this car". I didn't...it was a legend in it's own mind.
Sorry for going off topic, but I plan on continuing to bring Lexus driver's average age down for a while, although I do have dirty little crushes on the Audi A8L and Jaguar XJs.
08-30-09, 02:46 PM
#15
Lexus Fanatic
That was also the case with Lexus (the thread topic), especially with the ES350. During the changeover from the last-generation ES330 to the current ES350, its suspension/tires got definitely firmer and less-comfortable-riding (needlessly, IMO). The interior also got noticeably less-plush as well. This appeared to be an attempt to reach a so-called "younger" average buying age........which, IMO, was not needed, as the ES is not supposed to be a youth-oriented sport sedan.
there is no denying the fact that certain cars, for whatever reasons, appeal to certain age and gender demographics.
Last edited by mmarshall; 08-30-09 at 02:50 PM.