Birth of a Style Icon: Lexus IS 200
Toyota launched Lexus to compete mainly with luxury automobile manufacturers like BMW, Merc and Cadillac. Thus the core focus of Lexus lineup remained on luxurious, high performing vehicles; including sedans, coups, SUVs and, as of 2010, hatchbacks as well. Though LS 400 was the first luxury car designed and developed by Lexus, under top secret F1 project, in 1989, it was until 1998 that Lexus IS was launched, an entry level compact sedan directly challenging BMW 3 Series and Mercedes C Class. With introduction of an entry level high performance model, Lexus equipped itself to engage its top rivals on all fronts.
Shift towards performance
First generation IS was brain child of accomplished engineer Nobuaki Katayama and was based on previous, AS200, Altezza. Previously Lexus was focusing mainly on luxury, with IS a sharp shift towards performance could be felt. Lexus IS 200 engine in sedan version of IS was only a 2.0 litre petrol engine but it produced 210 bhp, however it was destined only for Japanese market and exported by individual dealers, not by Lexus.
Iconic looks
Apart from high performance, IS styling was also acclaimed as it used chromed tail lights which were never used before. Soon Altezza Styled lights became a hit trend, with many auto-part manufacturers developing similarly styled lights for other makes and models. Since Lexus was launched to challenge already established automakers, so in some ways it took inspiration from them as well; LS resembled Toyota Camry and Crown, SC and GS employed Mercedes trademark front lighting; first generation IS can be called the true Lexus as its design and specs were truly unique.
Getting intimidating and masculine with time
Second generation IS went under the knife and a more aggressive and masculine looking IS was presented in 2005. However, tail lights of Australian and UK versions resembled tail lights of contemporary Camry. These aggressive looks were also complemented by an equally intimidating array of new Lexus IS engines; ranging from 2.0 to 5 litre V6s and V8s, producing from nimble 153 to jaw dropping 417 bhp in a compact saloon chassis.
With strict environmental regulations in European countries, leading to higher taxes, Lexus IS found it hard to grip European market with its bigger V8s. Up till now, its sale statistics indicate that Japan and USA are the leading markets of IS. So like its German rivals, Lexus refrained from introducing bigger engine models in Europe and British markets, though enthusiasts still import them into these markets.
About the Author
Matthew Mcdanie
