The Failure of Lexus' Most Engineered Supercar    

The year 1989 marked Toyota’s launch of its luxury car branch, Lexus. Lexus showed what engineers could do given the freedom of time and creative reign with building a luxury vehicle. The LS400 established the system for designing cars at Lexus, with quality taking precedence over business, delivering quality cars displaying excellence and ingenuity regardless of the time it takes. Following this same model, Lexus began creating their own supercar. However, the meticulous tendencies of Lexus are why their largest project failed.

With over ten years of development, the release of the LFA was a significant failure. Limiting production to only 500 cars, Lexus anticipated that its exclusivity and high price would drive up desirability. However, to their disappointment, and despite the seeming interest in the car, Lexus was unable to sell all 500 of its stock, with 4 cars remaining as of 2020. 

Sound engineered by Yamaha, the acoustics of the engine were unmatched, with its 10-cylinder engine delivering an enchanting note. The intuitive sound design adapts to the driver. At lower RPM, the acoustics are distributed to ensure a neighborhood- friendly experience. Above 3,000 RPM the exhaust valves open, unleashing its exhaust in its rawest form. The collaborative work between Yamaha and Lexus enhanced the sound already produced by the engine, avoiding electronic sound processing, allowing direct feedback from the engine to the driver for its rich, dynamic sounds.  

Despite being one of the best-sounding sports cars ever produced, the car failed to capture any attention. With its price set over $375,000 initially, and its current average price of $807,512, the LFA ended up preventing most of its audience from even considering purchase. Coupled with the poor timing of its release, competitors like the Nissan GT-R R35 had already claimed its place as a top Japanese supercar. In the end, the luxury that defined Lexus’ excellence resulted in its failure.

Although the LFA failed to meet its quota, the technology developed by the LFA’s flagship team carried on to newer generations. Its distinctive grill design became prominent in its following generations of luxury sedans and coupes. In 2022, Lexus confirmed the ongoing creation of a new electric supercar, pending release in 2025, signifying their attempt to regain their status and prestige.

Expected to carry on the V10, Lexus is attempting to broaden their audience, racing to create the first electric supercar. Not much information on this has been released to the public, but it is expected to maintain limited production, along with an impressive 60 MPH in the “low 2-second range.” If the Lexus marketing team fully utilizes social media and garners a large dedicated audience, and delivers on the high expectations for its engineering team, there will be far more hope for the LFA’s successor meeting greater triumph.