Lexus Goes Hybrid-Only...in Britain

By John Voelcker

John Voelcker

Senior Editor BIO

John is Senior Editor for High Gear Media. In addition to news coverage and new car reviews, John creates and oversees all editorial for High Gear's... More

LATEST ARTICLE
Audi Startled By Tesla Sales Success? Deleted Press Release Seems To Say So
It may be that short sellers and naysayers aren't the only ones a bit surprised these days at the... Read More

• #4LEADERBOARD RANK
• 2898ARTICLES CONTRIBUTED
• 1950COMMENTS POSTED

1,671 views Aug 27, 2009

Follow John

Add to circle

2010 Lexus RX 450h

Enlarge Photo

Well, here's a surprise. It's no news that Lexus has found it slow going breaking into the luxury market in Europe, which is dominated by Mercedes-Benz, BMW, and Jaguar.

By contrast, Lexus has become the highest-selling US luxury brand since its 1989 launch, largely on the strength of its midsize RX luxury crossover.

Now the company has decided that in the United Kingdom, for all but one of its models, it will sell only hybrids--no standard engines at all.

For its large 2010 Lexus LS luxury sedan, the range will be restricted to the LS600h model, which uses the Toyota Hybrid Synergy Drive system to provide Lexus with what it calls V-12 performance from a V8 engine.

For the midsized sporty 2010 Lexus GS sedan, the model lineup will consist solely of the GS450h hybrid.

And for the new 2010 Lexus RX crossover utility vehicle, it will sell only the RX450h hybrid version.

Only the smaller IS sedan series will keep a selection of gasoline engines, as well as the diesel engines so popular in Europe due to their fuel efficiency and the favorable tax treatment that keeps diesel fuel much cheaper than gasoline in most countries. Lexus does not offer an IS hybrid.

Could this be a test of future Lexus product strategy? Or is it simply an acknowledgment that hybrids are the sole unique offering for Lexus in the UK, and the rest of its products haven't done that well?

2009 Lexus LS 600h L

Enlarge Photo

[Autocar]