It is not easy to deal with German brands, the case of Lexus

Although the best German brands reach the best trade shows around the world, they are almost untouchable on their home soil. It is not easy to harden them in the Old Continent and some manufacturers know this very well, especially Asian brands. Some notable examples: Infiniti, the chic badge of the Nissan group, which only made a short visit to Europe, or Genesis, the flagship of the Korean giant Hyundai, which is struggling to introduce its models in Germany, England and Switzerland. , three countries where it returned after a quick detour at the beginning of 2010 with a large sedan.

Lexus is unique. Among the top Asian manufacturers, it is the only one that has been able to maintain its presence on our roads by focusing on hybrid technology, like its flagship brand Toyota. However, if we take a closer look at Lexus’ sales figures, we can see that they are light years ahead of their German competitors.

Less powerful Lexus than DS

Last year, 42,022 Lexus models were registered in Europe. The progress is certainly impressive compared to 2022, +56.7%, but the results are still the same. To be convinced, just look at the performance of DS, another franchise brand struggling to establish itself outside of its home country. In that financial year, 45,246 DS found buyers. And as far as it is concerned, almost no changes between 2022 and 2023, this means that it was ahead of Lexus in 2022.

And other payments?

The comparison is even more brutal when we pit Lexus against the segment leaders. Audi sold 570,455 in 2023, Mercedes fell further with 570,591 units and BMW, which had a very good year, registered 589,682 vehicles in Europe last year. Their results are 13 to 14 times more. Invincible, or nearly so.

Because let’s remember the very good performance of Tesla that was able to put one of its models on the European market, all models and all the power together, Model Y. For such a young brand, with a small range, It is a feat, and it is proof that The Germans could be beaten on their own soil.

Preferably of course in 2024

However, the year 2024 is off to a good start. And this, for the simple reason that the brand has decided to return to the lower groups, a niche that had left for not once renewing its CT compact sedan. In fact, the LBX – that’s what we’re talking about – allows the manufacturer to enter a new category, that of urban SUVs. With a lower price than usual, and a body that is very attractive to Europeans, it can therefore break sales records for this model. From there to do as well as Tesla, there is only one step we will not take.

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