Lexus Intends to Launch Into the Luxury Yacht Globe to Stay on Par With Mercedes and Also Porsche

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One thing luxury car buyers seem to like are products that match their car. We all know that one guy who only wears Porsche-branded polos or the dude who insists on donning his Mercedes-Benz hat to every event.

Besides polos and ill-fitting hats, what does everyone with money need to let you know they have money?

A boat! Sorry, a yacht!

Lexus has decided to get into the yacht game. No longer will it be the luxury brand that simply sweats every detail of the automotive experience; in fact, no longer is it a car brand at all. Lexus is now … a lifestyle brand. And part of enacting that change means taking to the water.
Mercedes and Porsche have already have had their hands in the yachting world. Mercedes-Benz worked with Silver Arrows Marine to debut the Arrow460 at the Monaco Yacht Show in 2016. Studio F.A. Porsche worked alongside yacht builder Dynamiq to reveal the GTT 115 at the 2017 Monaco Yacht Show.

A yacht is often used as a trite metonym of the upper crust, so it’s hardly a stretch to understand why an automaker that peddles luxury cars would want to extend its reach into the pockets of those looking to project an air of “I can afford anything.”

By the way, Lexus has an upper hand in the boat world; its parent company also owns Toyota Marine, the company tasked with engineering the yacht, which would then be built by Marquis-Carver Yacht Group, according to Bloomberg.

It should be noted that none of the concept renderings seem to show space for a car. Perhaps a strategic choice to sell more cars, because — obviously — you can’t get off your Lexus boat and step into your rented Peugeot.

Although the price of this future floating status symbol has not been revealed, similar-size ships sell in the $3 million range.

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