The European automotive landscape underwent a historic transformation in the first half of 2023, as SUVs surged to represent over 50 percent of all cars sold, according to research firm Dataforce. This monumental shift has forced industry leaders, such as Lexus, to reevaluate their sedan strategies.
Takashi Watanabe, Lexus’ global brand chief, acknowledged the declining demand for sedans but stressed their enduring significance. “We continue to see a market (for sedans)… and continue to place importance and focus on sedans,” he affirmed, indicating Lexus’ commitment to catering to a diverse consumer base.
While Europe experiences this shift, sedans maintain their popularity in China, where the ES model comprises 50 percent of Lexus deliveries. However, China’s dynamic market preferences can change rapidly, prompting Toyota’s luxury division to consider region-specific vehicle development.
In late 2021, Lexus offered a tantalizing glimpse into its future lineup, featuring an Electrified Sedan, possibly previewing an electric IS-like model, a Toyota Camry-sized combustion engine sedan, two wagons, and a four-seat convertible. These diverse concepts suggest a future less dominated by SUVs, pending their transition from concept to production.
Lexus also contemplates entering the electric pickup truck segment if market demand permits. Furthermore, an electric supercar, potentially succeeding the legendary LFA, is on the horizon, boasting a manual gearbox, steer-by-wire, brake-by-wire, and all-wheel drive. This audacious move underscores Lexus’ commitment to innovation and captivating the automotive world once more.
In summary, SUVs’ ascendancy in Europe has reshaped the automotive landscape, compelling industry leaders to reconsider their sedan offerings. While China continues to favor sedans, market dynamics remain fluid. Lexus’ future lineup, including electric models and a possible electric pickup truck, promises diversity, with the electric supercar echoing the brand’s bold commitment to redefining the industry.
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