I agree with you Rob.

Most people don't know, don't care about the history behind MB. They go to the dealer, try the car, seat in it, and buy the one they preferred or the one with the best quality/price ratio.

Thing is, they have to compare the cars, so to try comparable cars. This is where the prestige comes in the game: Lexus needs prestige, so that a MB customer will go to BMW, Audi, Cadillac, AND LEXUS to compare these cars. If he don't think to Lexus, it's useless. So this prestige is only here to attract a MB, Audi, BMW customer to the Lexus dealer.

But this is not the kind of prestige based on passion, innovation, motorsport, history, brand philosophy and principles.
This is the kind of prestige that involves leather and electronics, chrome on the bumper and rear camera, big price and attractive marketing.

In fact, the prestige of Lexus works on somebody only looking for an executive car. On a true car enthusiast, who knows about cars, who wants to know more and who is really interested by all this, Lexus usually don't appeal. Because they have no substance, only marketing.

So I fully understand the result of the survey. I disagree with it, but I understand it. Lexus usually don't want to attract the real car enthusiast, they want to attract the average premium customer who only wants a reliable and luxurious way of moving himself. For this customer, the appeal of Lexus is clear, and the car does the job perfectly.

This is even more obvious with the last LS: obviously the focus was on the electronic equipment, the gadgets and the shiny parts, not on the basics like the drivetrain and suspension. Even the hybrid is only there for show, as it even is less economical (and therefore not so green) than the regular 460.

BTW... more than the meaningless name, it is the logo that bothers me. A two-pointed star... it's so obviously inspired by the MB star that it becomes ridiculous.