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Lexus to offer 9 hybrid lines by 2014

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williamsen-2The Center for Automotive Research (CAR), defined by Wikipedia as “a nonprofit research organization based in Ann Arbor, Michigan that conducts research, forecasts trends, develops new methodologies, and advises on public policy” is probably best known among industry geeks like yours truly for its annual Management Briefing Seminars, “an annual gathering of more than 900 auto industry, academic and government leaders addressing critical issues and emerging trends in an inviting atmosphere designed to build relationships” (again, per Wikipedia). Although dismissed by Autoextremist Peter DeLorenzo in his Tuesday 6 August 2013 Rants as “a self-important event that provides a forum for people from the auto industry who talk too much without really having anything substantive to say (that is full of) searing hot air generated by all of the pontificating going on”, it will, on occasion, produce interesting revelations of substance. Case in point: an address during this year’s Designing for Technology session at the Management Briefing Seminars by national manager of strategic education support for Lexus International Paul Williamsen (pictured above).

If Mr. Williamsen’s name sounds familiar, it’s because it was he who provided us with definitive information (not to mention a very handy rendering) on the Aisin AZ6-derived TL70 manual transmission that graces the Subaru BRZ and its Toyota-badged stablemates back in April 2012. As reported by Christie Schweinsberg of WardsAuto, Paul Williamsen noted that

Lexus…now is planning to offer nine hybrid nameplates worldwide in 2014, rather than the eight models it said were planned during last year’s New York auto show…

Lexus already offers the hybrid ES, as well as hybrid versions of its IS, GS and LS sedans and RX cross/utility vehicle. The brand also sells the CT 200h dedicated hybrid.

Lexus offers a total of nine nameplates across its range, but it’s unlikely the GX and LX SUVs in their current form would receive hybrid variants, as such versions of competing models have not sold well.

General Motors is blaming poor sales for the phaseout of its Cadillac Escalade SUV hybrid after the ’13 model year. WardsAuto engine-installation data shows just 3% of all Escalades built for the ’12 model year were hybrids

Agreed on the 6 hybrid lines noted above and the high unlikelihood of GX and LX hybrids appearing next year (especially after the collapse of the Ford/Toyota truck hybrid collaboration), but what are the other 3 hybrid lines available by the end of calendar year 2014? Surprisingly enough, Ms. Schweinsberg, a well-regarded journalist whose review of the 2nd-gen Lexus IS won a Detroit Press Club Foundation International Wheels Award in the General Interest Magazine/Special Interest Publication Product Review category in 2006, dropped the ball here, vaguely suggesting that

Lexus’ still-to-be-named hybrids could be all-new models, such as a production version of the LF-LC concept from the 2012 North American International Auto Show in Detroit. A Lexus official confirmed to WardsAuto in March the vehicle was bound for showrooms to satisfy consumer demand.

Other media reports have said the Lexus LF-CC concept is marked to become a production model, with a variation of the GS 300h hybrid’s powertrain.

Nay on the first one (we don’t see a production version of LF-LC debuting next year), yay on the second (but we know it will bear the RC moniker in production). In fact, press reports have suggested that the RC 350 and a companion RC 300h (or, possibly, RC 450h) will debut at the 2013 Tokyo Motor Show in late November of this year, followed by a V8 RC F in January 2014 at the Detroit Auto Show. The eighth Lexus hybrid? The trademarked NX 300h, the RAV4-derived sub-RX Lexus crossover that is rumored to appear as an LF-NX concept predictor at the 2013 Tokyo Motor Show, followed by the production version debut at the March 2014 Geneva Motor Show. And the ninth and final Lexus hybrid? The not-so-new HS 250h which, although discontinued in North America, carries on in Japan, complete with spindle grill mid-life facelift.

An expanded motorsports role for Lexus?
Beyond the “guess the 9 hybrids” riddle and a recap of recent new artistic and media initiatives, what this author sees as, by far, the most significant and far-reaching comments by Mr. Williamsen are that

He also hints Lexus will be expanding its role within motorsports, citing the 2012 and 2013 entries of the IS-F in the Pikes Peak International Hill Climb challenge as a good sign that racing will become a bigger part of Lexus’ future.

“In the premium luxury segment, there is a strong motivation among buyers to pay attention to performance,” Williamsen says, noting greater motorsports participation could be an important selling tool for distributors and dealers.

Amen and hallelujah to that, but what form would this initiative take? And what series to compete in? Discussing where Lexus has been in the past in motorsports and where it could go in the future sounds like an article that could easily eclipse our last major treatise on the subject, the 3743-word Toyota returns to Le Mans and World Endurance Racing! as the longest article ever to appear on Kaizen Factor. Thus, we’ll leave that discussion for another day…

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