Lexus doesn't currently play in the small car segment in any of the markets it competes in. That's set to change in short order, as evidenced by the LF-Ch concept that the premium Japanese automaker is slated to debut at the Frankfurt Motor Show next week. Interestingly, Lexus could reportedly go yet another size class down. Speaking to Autocar, an unnamed marketing specialist says:
BMW chose to enter the premium B-segment class with an entirely new brand in the form of its Mini division. That program has been highly successful for the German automaker, and Lexus believes the so-called supermini class will continue to grow. Says the Lexus marketer:This segment will grow as more premium marques begin to build cars in this size. We already have the Mini and the Alfa Romeo Mito, and the Audi A1 is just around the corner... Indeed, the Mito has been a big success outside Italy, especially in the challenging German market. The Mini is under considerable pressure now.
It's probably the third or fourth most important segment. In fact, the 'B' premium sector is already bigger than the large SUV segment. But it is very hard to make money in it.