Honesty is the best policy: Lexus admits its RC Coupe came at the wrong time

It’s not often that automakers admit when they’ve made a mistake that isn’t life threatening. Even when that’s the case, it’s not always cut and dry.

So when Toyota Motor Corporation’s North American CEO, Jim Lentz admitted that Lexus should have launched a three-row crossover instead of the RC Coupe, the decision really must have been an egregious error instead of a minor slip.

In reality, the RC Coupe hasn’t been a sales flop with 4,258 model sold this year, and does sit nicely atop Lexus’s current sporting models, but with the surge of crossover sales, Lexus is missing out on a chunk of buyers who are looking for an RX with more seating.

“In hindsight, if I was making this decision 10 years ago, seeing what I see today, the three-row [crossover] probably would have been the better play to come out first,” Lentz told Automotive News. “Strategically that’s a more important vehicle to have than necessarily a lower volume, higher priced image product.”

While the RC Coupe has outsold the flagship LS sedan, Lexus estimates a three-row crossover could have accounted for an extra 35,000 sales this year, triple the RC’s estimated sales.

If you’re wondering where the Lexus LX and GX, both with three rows of seating fit into the brand, keep in mind that both are based on truck platforms and their added weight make reasonable fuel economy figures a challenge. In addition to their poor MPG ratings, there have been recent reports that Lexus plans to phase out one or both models in the coming years.

Considering how strongly Lexus regrets passing on the crossover, it’s a fair bet that the Japanese automaker is planning the new model right now, and while the RX is currently only a five-seater, perhaps a long wheelbase version will fit the bill.

Cars

The 2019 Detroit Auto Show: Where new muscle cars, trucks, and EVs convene

The 2019 Detroit Auto Show was the quietest edition of the event in recent memory, but that doesn't mean nothing significant happened inside the Cobo Center. Here are the new cars and concepts we saw at the show.
Cars

Lexus LC convertible concept teases a new open-air flagship

Debuting at the 2019 Detroit Auto Show, the Lexus LC convertible concept adds open-air motoring to the sleek LC's resume. But Lexus won't commit to a production version of the car just yet.
Cars

The 2020 Lexus RC F goes on a diet to run faster and hit harder

The Lexus RC F has been one of the heavier cars in its competitive set since its introduction. The Japanese firm's engineers set out to shed weight as they gave the model a mid-cycle update.
Cars

2020 XT6 three-row crossover is a Cadillac for families

Debuting at the 2019 Detroit Auto Show, the 2020 Cadillac XT6 crossover launches General Motors' luxury brand into territory already dominated by the likes of Acura, Infiniti, and Lexus.
Cars

The 8-seat, 3-row 2020 Telluride SUV is the biggest Kia ever

It's fitting that the 2020 Kia Telluride debuts at the 2019 Detroit Auto Show, as it was built specifically to meet U.S. buyers' insatiable demand for SUVs. Kia packed the eight-seat cabin with family-friendly tech as well.
Cars

Cadillac is finally ready to take on Tesla with its own electric car

At the 2019 Detroit Auto Show, Cadillac announced plans for its first electric car. The unnamed model will be a crossover, based on a new platform to be shared with other General Motors brands.
Cars

Peloton’s tech lets truckers play follow the leader to boost fuel economy

Peloton Technology can help semi trucks save fuel by running close together on the highway. Using short-range wireless communications, the trucks get a kind of super cruise control.
Cars

Move mountains with the 2019 Ram Heavy Duty and its 1,000 pound-feet of torque

Unveiled at the 2019 Detroit Auto Show, the 2019 Ram Heavy Duty pickup truck boasts 1,000 pound-feet of torque -- outgunning rival trucks from Ford and Chevrolet. The new Ram goes on sale later this year.
Cars

With 341 horsepower, the WRX STI S209 is the most powerful Subaru ever

The Subaru WRX STI S209 is the latest in a series of special editions that have never been sold in the United States before. The 341-horsepower pocket rocket debuts at the 2019 Detroit Auto Show.
Cars

China’s GAC Motor cruises into Detroit with all-electric Entranze concept

Chinese automaker GAC Motor brought its all-electric Entranze concept to the 2019 Detroit Auto Show. This is the third straight year that GAC has appeared in Detroit, and the company has established a design center in California.
Cars

2020 Ford Explorer branches out with sporty ST, efficiency-focused hybrid models

The 2020 Ford Explorer gets two variants never before seen on Ford's stalwart family hauler. The ST focuses on performance, while the hybrid aims for decent gas mileage. Both models will debut at the 2019 Detroit Auto Show.
Cars

Some of Volkswagen’s electric models will wear a ‘Made in the USA’ label

Confirming earlier rumors, Volkswagen has announced it will build electric cars in its Chattanooga, Tennessee, factory. The facility currently produces the Passat and the Atlas. Production will start in 2023, Digital Trends can reveal.
Cars

Infiniti previews its leap into one of the hottest industry segments

Infiniti will unveil the QX Inspiration concept at the 2019 Detroit Auto Show. The design study is an electric crossover shaped by Infiniti's newest design language that may point to a future production model.
Cars

Hyundai’s Veloster N hot hatchback will prove its mettle on the track

The Hyundai Veloster N will go racing to prove the credibility of Hyundai's new N performance division. Unveiled at the 2019 Detroit Auto Show, the Veloster N race car will compete in a class with other small cars.