Lexus will officially start marketing its models on December 10. The first models to arrive will be the LS and ES sedans. The LS will only be offered with hybrid engines, while the ES will be offered with both gasoline and hybrid engines.

Then, during 2022, SUVs will be added, starting with LX and the new generation NX. Then, in the second half of 2022, UX will arrive, which will be the entry SUV, as well as the IS sports sedan. Finally, the RX will arrive.

Lexus will offer a four-year or 80,000-kilometer warranty, a four-year roadside assistance program, and another six-year corrosion warranty. It will also give its customers the first three maintenance-free of charge and an auto parts theft program.

Lexus arrives in Mexico with five dealerships, an offer of seven models, and a sales goal of between 2,500 and 3,000 units in the first year. The announcement of the premium brand's arrival in the Mexican market occurred in May 2019, after a decade of speculation about its launch.

Toyota has almost 20 years in Mexico and the U.S.-based regional corporate has closely followed the size of the premium market, hoping it would be representative enough to guarantee a good deal. In 2019, when the announcement of Lexus' arrival in Mexico finally happened, the premium vehicle market reached 65,000 units, equivalent to almost 5% of the market.

With this deployment of vehicles, warranties and the opening of five dealerships distributed in Mexico City -Santa Fe, Universidad and Masaryk-, Monterrey and Guadalajara, the Japanese manufacturer will seek to break into a segment that now, after the onslaught of the pandemic, moves about 45,000 units per year, equivalent to 4% of total vehicle sales in the country, according to Toyota data.

But it will not be an easy undertaking. Although 11 brands are competing in the premium segment in the country, BMW, Mercedes-Benz, and Audi account for 80% of the market. Infiniti and Acura, the premium brands of their fellow countrymen Nissan and Honda, have barely 6%.