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In an effort to take some distance with Toyota and some customers from BMW and Mercedes, Lexus has redesigned its GS model.

Lexus estimates that 30% of their present customer base will leave, sooner rather than later, to buy from the two German manufacturers - that's why they need to do something.

Photo: Lexus

"We want people to stop thinking we're just offering Toyota by-products," explains Kiyotaka Ise, head of states at Lexus since 2007. "We want to be known as a brand of its own, with character, luxury and comfort."

At the moment, however, BMW cars overshadow similar Japanese ones in that respect: Lexus has a lot of catching up to do, and they hope the GS is the solution to their problems. They hope it will redefine their image.

Such a feat is a big task for one model, especially if you are trying to please everyone.

"A design loved by everyone quickly becomes dull," Kazuo Ohara, another Lexus head of states, believes.

So don't expect the new GS to please everyone, because its design is bold.


_{Source: Automotive News}