IS F must be cost competitive: Roca
Lexus can't afford to handicap its first true sports model, says Aussie bossLexus is pulling out all stops to ensure its first true sports model arrives Down Under at a price competitive with key rivals. Launched to Australian media in Japan this week, and already on sale in the US and Europe, the 311kW IS F [Ed: no hyphen] is aimed at the midsized sedan 'hotties' from the prestige European marques.
Initially expected to hit the Aussie market circa-$155K, the IS F's pricing plans were dealt a body blow earlier this year when Mercedes-Benz launched its C63 AMG at $139,500 (more here). Making Lexus' position equally difficult is BMW -- it will enter the fray with a four-door version of the M3 later this year. And that's mooted to be priced around $145K.
Lexus Australia boss, John Roca, said the company had settled on its specification for the 5.0-litre V8-engined four-door, but was still negotiating pricing.
"It goes without saying pricing's important -- doubly so as we are launching a new type of car for Lexus. But we're very confident about how the performance and potential of the vehicle will be received," Roca told the Carsales Network.
"We realize we have to come to the market [with the price]. Frankly, I'd like to launch under the competition [Mercedes] but spec for spec we believe we will be competitive even if we arrive between them.
"We're still negotiating and I don't believe we will have final pricing until a few weeks before we launch in November," he said.
According to Roca, Lexus Australia is already holding almost 40 orders for the new car at its initial estimated $150,000-plus price. The company hopes to sell around 120 IS F in the next 12 months. Just 5000 IS F will be built each year.
Roca said despite rumours, no formal projects for follow-on F models have been confirmed.
"The IS F is more than a toe in the water but at this stage there are no plans to add more F models," the local boss said.
He called rumours and artists' renderings of a GS F model "just speculation."
Look out for more details of the Australian specification IS F and initial drive impressions in the coming days here at the Carsales network.
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