"We are trying to get at an audience that's probably about 35 years old, men and women by the way, and I suppose you could throw in the millennial group as well," Bracken told Automotive News on the sidelines of the New York auto show.
"And that would be a huge win for us because, clearly, with our current average buyer with all our vehicles at 60, we have a ways to go," Bracken said last month.
For Lexus to bridge the age gap, it has to bridge the price gap between its more affordable vehicles and the disposable income of younger buyers. Lexus' German rivals already have entry-level vehicles around $30,000 and are moving lower.
Lexus has said $30,000 is too low for luxury, but there's still some maneuvering room. Lexus' previous entry model, the CT hatchback, has been discontinued, and the compact NX crossover is about 6 inches longer than the UX, an inch wider and 4 inches taller, and starts at around $37,000 including shipping.
Lexus hasn't set prices for the UX, which will come in gasoline and hybrid versions, but clearly Bracken would like to have a competitive entry in a fast-growing segment. Lowering the average age of the Lexus buyer depends on both the younger demographic and on generating enough sales volume.