Toyota will introduce Lexus luxury brand in Mexico

Lexus, the premium brand of the Japanese Toyota, will arrive in Mexico in the last quarter of 2021, a launch with which the company is looking for a piece of the luxury vehicle market in the country, currently dominated by Mercedes-Benz, BMW, and Audi.

2019 Lexus - LS Luxury Sedan, the first model to be sold in Mexico. Image: courtesy of Lexus
2019 Lexus - LS Luxury Sedan, the first model to be sold in Mexico. Image: courtesy of Lexus

With Lexus, the company seeks to be the most important luxury brand in the country, but also the greenest, said Thomas Sullivan, president of Toyota Mexico. Proof of this is that the first model to be marketed will be the LS 500h, a hybrid sedan that the automaker considers its flagship model.

"The Mexicans have shown that they are big consumers of hybrids, for which Lexus will come with a very interesting range."

They expect to start in September 2021 with five agencies operating in Mexico City, Guadalajara, and Monterrey.

"We still do not have a sales goal or aspiration of market participation (in luxury cars), it is very early in the process to know how much we aspire, but we do seek to have a strong and profitable network."

Although the luxury segment has not been the strength of Toyota, in hybrid cars it has dominated. During 2018 it placed 11,498 units, being the leader in this format, with the Prius model as its strong card, with little more than 6 thousand vehicles sold, and supported by Camry, which sold around 2 thousand 700 units, according to data from Inegi

Thus, of the six models with which the Lexus brand will enter Mexico, five will have a hybrid version or will be in full: LS 500h, NX gas / h, ES gas / h, UX h, and RX gas / h. The LX model will be the only one to be combusted.

"We are celebrating fantastic 2018 and 2019. We had a great performance last year and we believe that this is the best time to get to Mexico," said Bob Carter, executive vice president of Sales for North America.

In addition to this, the company relies on the dynamics of the luxury segment, which has doubled its market share from 2015 to 2018, going from 2.2 to 4.6% or 80,589 units.

"We want to position Lexus as a luxury brand and lifestyle (...) to personalize customer service and be a leader in sales, services and distributor satisfaction, a strategy consistent with the one we implemented in the United States," said Bill Fay, Senior Vice President of Operations for Toyota North America.

Source: Agencies

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