Lexus has conceded that it is impossible for the Japanese marque to challenge the German three of Mercedes-Benz, BMW and Audi and is instead determined to be “number four”.
The company’s head of Lexus Europe, Alain Uyttenhoven, revealed the news while speaking with Just-Auto recently during an event marking the 25th anniversary of the Lexus LS 400, the brand’s first model.
Uyttenhoven said that throughout the history of Lexus, its identity hasn’t always been clear but insists that a defined direction for the company has been selected and that Lexus is “out of its adolescence”. Along with this, it is beginning to offer “high quality vehicles, excellent customer service and environmental responsibility is time for emotion to be added”.
Compared to the German three, Lexus managed to sell 523,000 vehicles in 2013. By comparison, BMW sold 1.66 million cars, Audi shifted 1.59 million and Mercedes-Benz recorded sales of 1.47 million vehicles.