The Reasons for Lexus’ Growing Success and Popularity
In recent times, Lexus has become Japan’s largest-selling make of premium cars and established themselves as pioneers in the luxury car sector. The luxury vehicle division of Toyota was first developed in the early 1980’s as a secret project to build the world’s best car, but they are now one of the most recognisable and successful automobile manufacturers around.
In fact, Lexus led the U.S luxury car market for an impressive 11 straight years before a Tsunami and an earthquake hit production in 2011. After falling behind Mercedes-Benz and BMW, they now are clawing their way back and recently posted a global sales record in 2016 and their fourth consecutive record year of sales.
Reasons for Success
So, what can be attributed to this success? One of the main reasons is that they have managed to find great success in the United States – a major consumer in the luxury car market. Lexus has always struggled to replicate this success in Europe, largely due to the fact that the European market as not as receptive to “new” brands as other areas of the world.
Another key reason is the fact that their vehicles are known to be extremely reliable, solid and well-engineered – this makes them a great choice for long-term ownership, which is an important factor for consumers when purchasing high-end automobiles. This also makes them the logical and intelligent purchase to make for any motorists in the market for this kind of vehicle.
Lexus has also manufactured a handful of hybrid vehicles in recent years. This has made them more popular throughout the world as there is a shift in attitude towards eco-friendly driving, but particularly in Europe where they have previously struggled to sell. This is not too much of a surprise, as their parent company Toyota are famed for being world leaders in hybrid technology. As a result, hybrid Lexus cars combine the strengths of petrol engines with all the benefits of electric power.
This success for the Japanese manufacturer only looks set to continue, as they are growing in popularity around the world whilst also maintaining their image in the United States. Essentially, their success can be attributed to their core values being inline with that of a modern day consumer. They are a brand about innovation, reliability, technology and eco-friendly motoring whilst also maintaining a luxury performance and sleek design.