Lexus RX: Prescription for Success

For automakers, the introduction of a new product is usually an exciting time. New cars are meant to innovate upon a brand's technology and capture the consumer's attention. Lexus, this time around, is not any different; however, the stakes are much bigger with the new RX.

The Lexus RX has been an iconic vehicle to the brand since its introduction in 1998. Back then, a mid-size luxury sport utility vehicle was not as common place as it is today. Over the years, sales of the RX have blossomed into a major component of the company's U.S. success with "more than 780,000 RX units in operation," according to Mark Templin, Lexus Group vice president and general manager.

With this knowledge, Lexus' engineers were faced with a dilemma. How do you improve a crucial vehicle in a brand's lineup while up against an economic contraction, concerns over alienating loyal customers and innovative competitors? Easy, stick to what you do best. Lexus has done just that.

The all-new RX features a new, longer and wider stance. On top of this, designers have injected more testosterone into the SUV with edgier styling cues, albeit, they will most likely go unnoticed. This is because although the auto has been revamped, the changes remain under the shadow of the old RX's shape. While I piloted a 2010 prototype in and around town, the car received no double takes or stares; it remains just another Lexus.

The new Lexus RX is adorned with edgier, more masculine styling cues.

The quiet transition was made intentionally as Templin said "current owners have proven to be some of our most loyal, so we expect many RX buyers will replace their current vehicle with the new generation model."