26 / 10 / 2020

LEXUS RECORDS ONE MILLION SALES IN EUROPE

  • Landmark achievement falls in Lexus’ 30th anniversary year in Europe*
  • Brand debuted with a single model in 1990
  • Today’s success founded on self-charging hybrid electric power, distinctive styling and industry-leading customer care and service

Lexus has reached the milestone of one million vehicle sales in Europe, the cumulative total breaking through seven figures in September. It is a timely achievement, coinciding with the 30th anniversary of Lexus’ launch in Europe.

It also coincides with the start of a new era in the brand’s history with the introduction of the UX 300e, its first battery electric vehicle, to selected European markets.

In 1990, just a few months after the brand’s global debut in the US, Lexus started in Europe with a single model, the LS 400, and amassed 1,158 sales. It may have been a modest beginning, but it signalled the start of a transformation of the premium car market with the LS redefining what a luxury car should be in terms of performance, efficiency and advanced equipment features.

At the same time, Lexus introduced a new approach to customer care and service that has constantly set the standards for the international auto industry. Following the traditional Japanese principles of omotenashi – treating a customer with same care and courtesy as a guest in your home – Lexus has kept service excellence at the heart of its brand.

From the outset, Lexus has charted its own course rather than follow the established norms of the market, not least in taking leadership in the development of self-charging hybrid electric power. It introduced the world’s first luxury hybrid vehicle, the RX 400h SUV, in 2005, and has since continued to develop the technology to achieve even greater performance, fuel and emissions efficiency and driver rewards. Of the one million Lexus vehicles put on the road in Europe, not less than 45% were hybrids. Today, hybrids feature across the Lexus model range, with sales increasing steadily – currently accounting for 96% of the total in Western European markets.

Lexus has also closely followed the changing needs and preferences of customers, developing new models that are well in tune with market trends. This has brought a focus on SUV crossover models, of which Lexus already sold 550 thousand units in Europe. Today the line-up features the RX, the model which effectively originated the luxury SUV market, the purpose-designed seven-seat RX L; the mid-size NX; and, launched in 2019, the compact UX urban crossover, which has quickly become the brand’s best-seller in Europe. In Russia and other Eastern markets, Lexus also sells the full-size LX and the rugged GX models. Together, these models represent today more than 80% of Lexus sales in Europe.

The importance of driver rewards has not been neglected, witnessed in a series of performance-focused models bearing the Lexus “F” designation, including the hand-built, ultra-exclusive LFA V10 supercar and the RC F coupe, which today competes in international GT racing. The spirit of these special models feeds directly into the standard model ranges in the form of the sports-styled and engineered F SPORT versions.

Lexus has also evolved as a luxury brand beyond the automotive world, promoting excellence in craftsmanship, supporting exciting emerging design talent through the international Lexus Design Award and helping its customers discover and enjoy amazing experiences.

*Lexus Europe sales include Western Europe (European Union countries, UK, Norway, Iceland and Switzerland), as well as the following Eastern markets: Russia, Ukraine, Kazakhstan, Caucasus region, Turkey and Israel.

Lexus cumulative sales in Europe:

Model

Launch year

Units sold as of Sept 30, 2020

LS

1990

39,059

GS

1993

74,998

IS

1999

202,210

RX

2000

289,284

SC

2001

6,202

LX

2002

58,234

GX

2010

14,862

ES

2010

26,949

CT

2011

97,637

LFA

2011

38

NX

2014

155,366

RC

2015

7,083

LC

2017

1,816

UX

2019

32,972

TOTAL

1,006,710