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Lexus regrets not doing 3-row CUV before RC coupe [UPDATE]

UPDATE: The source clarifies that rather than planning new small cars and crossovers, Lexus intends to rely on the ones it already has in its lineup. The text below has been revised accordingly. Automakers try to give its dealers (and by extension, their customers) the vehicles they're asking for. In Lexus' case, that's come down to a sport coupe and a three-row crossover. The Japanese luxury automaker ended up prioritizing the former with the launch of the RC coupe, but in retrospect, it feels it should have gone with the seven-seater instead. This according to Toyota's North American chief Jim Lentz in speaking to Automotive News at its provisional headquarters in Plano, TX. "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 to AN. "Strategically that's a more important vehicle to have than necessarily a lower volume, higher priced image product." Crossovers and SUVs represent big business for Lexus, whose five-seat RX (pictured above) is its biggest seller. The more compact NX is off to a solid start as well, but the brand's only three-row offerings are truck-based sport-utes like the GX and LX. Even without the three-row crossover, however, Lexus has been performing admirably. Rising sales have it trailing only BMW and Mercedes in the US market for luxury automobiles. Adding a three-row crossover to target the likes of the Audi Q7 and Mercedes GL will evidently be the next top priority for Lexus, but it's not the only plan the luxury brand has for the near future. Lentz indicated that the company plans to rely on its lineup of near-luxury and entry-level luxury sedans and crossovers moving forward, but isn't interested in going after the Mercedes CLA and Audi A3. "Luxury cars cost a certain dollar amount for a reason," said Lentz. "I don't want to cheapen my cars just to offer a lease that's $20 a month less."

Lexus flagship spotted testing in the desert

Most of the Lexus line-up has been updated with the company's unique design language. Whether you love it or hate it, most of the company's cars are impossible to confuse for something else. But during this time of transformation, the flagship LS sedan has lingered with a very mild, sedate shape. These spy photos show the LS has gone under the knife. That being said, we can't really say how different the LS is going to look for sure because Lexus has employed some impressive camouflage. If we didn't know better we'd say it looks like the LS is going retro with round reflector headlights and some rear tailfins. But we do know better, so don't look for those features to make it to the production model. What we can make out is the lower half of the Lexus "spindle" grille. The camouflage wrapping is pressed up against a trapezoidal shape at the front reminiscent of what we've seen on other Lexus models. It looks like a large version of it as well. This Lexus seems to still be quite long, and based on where the rear passenger is in the photos, it still seems to have loads of space for rear passengers. It's difficult to tell if this is a long wheelbase model or a standard one, but if it is long wheelbase, it's proportioned quite nicely. It looks like there will be quite a large C-pillar on this LS too. Our spy photographer expects this car to be revealed next year as a 2018 model available with a V8 and possibly a hydrogen powertrain. So if you want one of the last low-key LS models, you'll want to get the current version because its days are numbered. Related Video:

This Lexus LC Super Bowl ad is like a Sia music video with sweet wall dancing

What you see above is the extended, 60-second version of Lexus's "Man & Machine" Super Bowl commercial. The car/machine half is obviously the new 2017 Lexus LC 500 coupe, and the man in question is Lil Buck, a so-called movement artist (we think that's like a dancer). Both are moving to Sia singing "Move Your Body" from her latest album, "This Is Acting." So yeah, it's basically a music video with a car featuring prominently in it, which is fine by us. (In fact, it was directed by Jonas Akerlund, who specializes in the genre.) We see the machine and the man on split screen, and then the voiceover attempts to tie it all together: "Machines don't have emotions, but the rare few can inspire them." And then Lil Buck seems to defy gravity by slithering into the car while the door closes. The coolest part is how he dances on the walls around the Lexus. Revolving sets with fixed cameras are neat, especially with a car stuck in the middle. The spot closes with Lexus's new tagline, Experience Amazing. Like most corporate mottos, it says almost nothing about the brand. But hey, the commercial is fun to watch, and we happen to like the new LC, so they're doing something right. A 30-second version of the spot will air during the big game. Related Video: