Is Lexus Dethroning The LS As King Of Its Lineup?

Or is it just looking for an equal queen?

Aftermore than 25 years at the top, growing from the company's soleoffering to become the flagship riding atop the automaker's fleet ofmodels, it seems that the Lexus LS is about to lose some status within companyranks. While it will be continued and replaced by another generation, Lexus'general manager Jeff Bracken recently told Reuters that "we need a newflagship," adding: "It doesn't have to be asedan." Is Lexus adding a top-of-the-line SUV that will ride alongsideor above the LS?

“In addition to the LS, there could be another flagship in ourlineup. We’ll define what it is in January", he said. With Mercedes, Cadillacand Audi offering large SUVs, and with uber-luxury SUVs on the way from Rolls Royce, Bentley andothers, Lexus has the right idea if it wants to fightfor luxury sales outside the large sedan market. Meanwhile,the company is also working to get a 3-row, 7-8 passengerRX to dealers as early as possible. With theall-new RX arriving this fall, Brecken says “We don’t want to wait fora next generation” to add that third row. Will the LS be joined by another kingof the lineup or dethroned by an SUV? We'llfind out in January.

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