AutoLexus reaches one million registrations in Europe

Lexus reaches one million registrations in Europe

There are days in people’s lives that will be branded in their memory. Something that also happens in large corporations such as Toyota, more specifically its premium firm Lexus. This manufacturer, characterized by the sophistication, reliability and quality of its vehicles, is in double luck. At the end of 2019 it celebrated its 30th anniversary as a commercial brand in Europe, and now it does so by reaching the milestone of one million cars sold in Europe. It has been three decades of continuous releases, based on the philosophy of being the best and most avant-garde. Starting with the concept of premium SUV, emotional and performance in equal parts. Not content with it, they gave it a twist, implementing self-recharging hybridization technology to these models. Pioneers of maximum efficiency have managed to make a name for themselves in the collective imagination of the old continent, which met them with the Lexus LS 400 in 1990.

We have told you about the LS 400 project in this article. It was the model that started Lexus as Toyota’s premium brand in 1989. It was Eiji Toyoda who asked his engineers to create “a vehicle that was better than the best in the world.” Project F started with 2,300 technicians and 1,400 engineers who developed the Lexus LS 400. Upon its arrival in Europe, it was postulated as one of the most comfortable, luxurious and performance saloons of the moment . Already then the traditional process, carried out by the takumi, was used, which is still used in the first steps of a future model.

The next step

Lexus sold 1,158 LS 400s in Europe. It was time to go one step further, applying the omotenashi culture in customer service excellence. As brands that guide the way forward, if we add Toyota in this package, from Japan they decided their next step: to enter the SUV segment. They did it with the RX 400h, the world’s first self-charging hybrid electric SUV. That was in 2005 and, since then, this powertrain has placed them at the forefront of a new concept at the time: performance, luxurious and environmentally conscious vehicles. They still need to refine with the visual appearance and design of their models but, at that time, 45% of their registrations were of hybrid models.

Currently, 96% of the Lexus Western European market is hybrid . A percentage that amounts to 100% if we talk about Spain, and that it has models like the LC 500 that we talk about in this article. To the futuristic vision that Lexus has, the study of market needs is added, adapting to the requests and tastes of a client other than the local one. The results are there and its SUVs already account for more than half of sales in Europe, with a total of 550,000 registered units.

Family of SUVs and their data

Lexus SUVs are structured in three models: RX, NX and UX. The first was the one that opened the doors of Lexus to the crossover market, with a considerable size and necessary for families with children. For those living together who require more space, they launched the RX L variant, with seven seats in the cabin. Then there is the NX, the middle brother. It is the model that has the most competition and was launched in 2019, in full swing for this type of SUV with little use off-road. The UX came to fill the gap that Lexus had in the compact SUV segment, quickly becoming the best-selling (currently) of the firm in the old continent.

Lexus’ European market includes the usual countries, the European Union, the United Kingdom, Norway, Iceland and Switzerland but also Russia, Ukraine, Kazakhstan, the Caucasus region, Turkey and Israel. The top 5 according to best-selling models are the following:

  • Lexus RX: 289 284 units
  • Lexus IS: 202 210 units
  • Lexus NX: 155,366 units
  • Lexus CT: 97,637 units
  • Lexus GS: 74 998 units

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