Lexus rules the roost here but Europeans not as enamored

Lexus magic fails to capture Europeans

Cars which hit the spot in America barely noticeable in Europe, but the new IS sedan will turn heads

Lexus has conquered America, but is wary about engaging in a battle for sales in Europe.

Since starting from nothing in 1989, Lexus, owned by Toyota of Japan, has stormed its way close to the top of the sales charts, and is a player to reckon with in America.

In the first 10 months of 2005, Lexus sold just over 242,000 cars and trucks in the U.S., behind the market leader BMW of Germany's nearly 270,000, but better than DaimlerChrysler owned Mercedes' 175,000, and GM's Cadillac with nearly 198,000, according to figures from Britain's Automotive Industry Data (AID).

But here in Europe, Lexus sales barely register on the luxury car sales radar. For the first 10 months of 2005 in Europe, Mercedes led the way with 584,000 car and truck sales, BMW was second with 532,000, and VW's Audi was next with 521,000, AID data shows. Lexus racked up a barely visible 16,500. No, there's not a decimal point in the wrong place - only sixteen thousand, five hundred.

So Lexus must be gearing up to conquer this huge European market where its products, if available, will sell like hot cakes, right?

Maybe. The question is, will it be this year, next year, sometime or never?

Full article here

szyszek - 11/25/2005 5:37:10 PM

+1 Boost

Lexus is sold in Europe in Toyota dealerships as Toyota model Lexus. Europeans do not want to pay 50-100k for a Toyota. VW has the same problem in US - Phaeton is a great car but nobody wants to pay 70k for a VW.
It is not just being a snob. People who buy expensive cars have certain expectations regarding treatment by the dealer, service department etc. Those expectations are slightly different than expectations of an owner of a Toyota Yaris in Europe and VW Jetta in US.
Do you think that Lexus would be able to compete with Mercedes and BMW in US if it was sold by Toyota dealers? Neither do I.

Excelero - 11/27/2005 2:26:52 PM

+1 Boost

In Europe Lexus don't sell well cause their design is just old school. Their interior is boring and cheap.
Nobody comes close to the three mighties: Mercedes, Audi and BMW. Their design is state of the art - interior and exterior.

I know there are lots of people who do not like Chris Bangle's design. But there are persons who know what design means. So ... make your own opinion... but the sale be the same in Europe.