Lexus to reveal new convertible at LA Auto Show "With our [comparatively small] share of the premium car market, the only way to compete is to stand out," he said. We need to get more emotional appeal into our cars, not only through improved driving dynamics, but also through design. What we are seeing at the moment [in customer clinics] is that the kind of design language that we have developed for the NX and our future models finds a lot of aficionados. Some people say 'it's not for me', but a lot of others want to have something different and like the fact it's polarising. Uyttenhoven admitted that in the past people had bought the company's cars purely for rational reasons. But he said the recent appointment of Toyota's global design chief, Tokuo Fukuichi, to the position of Lexus President meant there was now "a positive bias towards design" at board level. An example of this is the fact that Lexus now wants to put the LF-LC sports car concept, which it first showed at the 2012 Detroit motor show, into production. "We always intended it to just be a show car," said Uyttenhoven. But we are now looking at ways that we can actually build it. The LF-LC is another Lexus concept that's likely to spawn a production model The production LF-LC would sit at the top of the Lexus range but be considerably cheaper than the company's previous sports car flagship, the £343,000 LFA. Read more Lexus stories