Lexus Aims for 50k ES Sedan Sales Per Year in USA

Posted by Kevin on June 14th, 2018

Lexus has high hopes that the new 2019 Lexus ES will appeal to a wider range of buyers with the release of the first-ever ES 350 F SPORT — here’s how the difference in demographics was presented during the sedan’s launch in Nashville last month:

Lexus ES Demographics

(As for the ES 300h buyers, Lexus expects them to follow the typical hybrid buyer, with a higher education level and a higher income.)

Together, all three ES variants will sell an estimated 50,000 units per year in the USA. This number is well below the five-year average of 64k, and signals a belief at Lexus that car sales will not rebound in the near future.

Another interesting detail is the split between the standard ES, ES F SPORT, and ES hybrid:

Lexus ES Variant Breakdown

Here’s a video for those interested in watching the full presentation from Lexus USA vice-president of marketing Cooper Ericksen:

Lexus ES: Sixth GenerationUSA
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Comments
N
Bryan
is it a spare or a run flat?
It's a spare! Thank God

Saw it myself :)
S
asoksevil
This British reviewer has confused people since he thinks the ES is an E Class competitor, which it isn't and the source of all the complaints about flimsy and plasticky touch inside the car (to me the ES is better than the C class or 3 Series in terms of quality levels). In the European market, the ES doesn't have a direct competitor per se, as it is way longer than the C Class or 3 Series but comes at a relatively similar price. With this offering, the Lexus entry level sedan line up has two distinct categories, one for sporty, smaller and RWD (Lexus IS) and then the more comfy, roomier, larger Lexus ES.

This is because Lexus EU calls it GS replacement... realistically this is what customers will be doing too.
S
asoksevil
This British reviewer has confused people since he thinks the ES is an E Class competitor, which it isn't and the source of all the complaints about flimsy and plasticky touch inside the car (to me the ES is better than the C class or 3 Series in terms of quality levels). In the European market, the ES doesn't have a direct competitor per se, as it is way longer than the C Class or 3 Series but comes at a relatively similar price. With this offering, the Lexus entry level sedan line up has two distinct categories, one for sporty, smaller and RWD (Lexus IS) and then the more comfy, roomier, larger Lexus ES.

This is because Lexus EU calls it GS replacement... realistically this is what customers will be doing too.
A
spwolf
This is because Lexus EU calls it GS replacement... realistically this is what customers will be doing too.
While it is "replacing" the GS as the model to be offered, it is not replacing the segment the GS was competing in. This message should also be conveyed thoroughly to EU customers because this car does not have the GS price tag but IS price, therefore, the quality is commensurate to that price. For instance, he was pointing out that some parts of the ES were flimsy while it wants on the A6. That comparison should have been made with the A4.
A
spwolf
This is because Lexus EU calls it GS replacement... realistically this is what customers will be doing too.
While it is "replacing" the GS as the model to be offered, it is not replacing the segment the GS was competing in. This message should also be conveyed thoroughly to EU customers because this car does not have the GS price tag but IS price, therefore, the quality is commensurate to that price. For instance, he was pointing out that some parts of the ES were flimsy while it wants on the A6. That comparison should have been made with the A4.
Tragic Bronson

Tragic Bronson

Tragic Bronson
https://www.cnet.com/roadshow/auto/2019-lexus-es/preview/
https://www.caranddriver.com/reviews/2019-lexus-es-first-drive-review
http://autoweek.com/article/car-reviews/2019-lexus-es-first-drive-sporting-intentions
http://www.motortrend.com/cars/lexus/es/2019/2019-lexus-es-first-drive-review/
http://www.nydailynews.com/autos/la...lexus-es-350-es-300h-review-article-1.4020488
https://www.edmunds.com/car-news/first-impressions/2019-lexus-es-first-drive.html
https://www.leftlanenews.com/first-drive-2019-lexus-es-sedan-100626.html
http://www.autoexpress.co.uk/lexus/es/103684/new-lexus-es-2018-review
https://www.theglobeandmail.com/dri...review-the-quiet-comfort-of-the-new-lexus-es/
https://www.consumerreports.org/luxury-cars/all-new-2019-lexus-es-first-drive-review/
Tragic Bronson
https://www.cnet.com/roadshow/auto/2019-lexus-es/preview/
https://www.caranddriver.com/reviews/2019-lexus-es-first-drive-review
http://autoweek.com/article/car-reviews/2019-lexus-es-first-drive-sporting-intentions
http://www.motortrend.com/cars/lexus/es/2019/2019-lexus-es-first-drive-review/
http://www.nydailynews.com/autos/la...lexus-es-350-es-300h-review-article-1.4020488
https://www.edmunds.com/car-news/first-impressions/2019-lexus-es-first-drive.html
https://www.leftlanenews.com/first-drive-2019-lexus-es-sedan-100626.html
http://www.autoexpress.co.uk/lexus/es/103684/new-lexus-es-2018-review
https://www.theglobeandmail.com/dri...review-the-quiet-comfort-of-the-new-lexus-es/
https://www.consumerreports.org/luxury-cars/all-new-2019-lexus-es-first-drive-review/
S
asoksevil
While it is "replacing" the GS as the model to be offered, it is not replacing the segment the GS was competing in. This message should also be conveyed thoroughly to EU customers because this car does not have the GS price tag but IS price, therefore, the quality is commensurate to that price. For instance, he was pointing out that some parts of the ES were flimsy while it wants on the A6. That comparison should have been made with the A4.
I am pretty sure those parts were also due to preproduction status... And it is not his fault Lexus EU is comparing it to the GS.

I think it is very good thing and thats what sales people will do too - plus obviously there is a huge price differences between really well equipped A6/E/5.

But otherwise, most of these base models or at least under 60-70k models dont have overall nicer interior at all.
S
asoksevil
While it is "replacing" the GS as the model to be offered, it is not replacing the segment the GS was competing in. This message should also be conveyed thoroughly to EU customers because this car does not have the GS price tag but IS price, therefore, the quality is commensurate to that price. For instance, he was pointing out that some parts of the ES were flimsy while it wants on the A6. That comparison should have been made with the A4.
I am pretty sure those parts were also due to preproduction status... And it is not his fault Lexus EU is comparing it to the GS.

I think it is very good thing and thats what sales people will do too - plus obviously there is a huge price differences between really well equipped A6/E/5.

But otherwise, most of these base models or at least under 60-70k models dont have overall nicer interior at all.
A
spwolf
I am pretty sure those parts were also due to preproduction status... And it is not his fault Lexus EU is comparing it to the GS.

I think it is very good thing and thats what sales people will do too - plus obviously there is a huge price differences between really well equipped A6/E/5.

But otherwise, most of these base models or at least under 60-70k models dont have overall nicer interior at all.
As far as I know, Lexus told the press that the ES is competing against the C Class and 3 Series. The guy just heard that since they are discontinuing the GS in Europe, the ES would be replaced model (which it is) but does not occupy the same segment as the GS.

I too hope these preproduction defects are gone by the time it makes it to the final assembly, I would love to see how a product that costs £10-15 less can be an equal challenger. Similar to when the LS debuted and it was better than the S Class and far cheaper.
A
spwolf
I am pretty sure those parts were also due to preproduction status... And it is not his fault Lexus EU is comparing it to the GS.

I think it is very good thing and thats what sales people will do too - plus obviously there is a huge price differences between really well equipped A6/E/5.

But otherwise, most of these base models or at least under 60-70k models dont have overall nicer interior at all.
As far as I know, Lexus told the press that the ES is competing against the C Class and 3 Series. The guy just heard that since they are discontinuing the GS in Europe, the ES would be replaced model (which it is) but does not occupy the same segment as the GS.

I too hope these preproduction defects are gone by the time it makes it to the final assembly, I would love to see how a product that costs £10-15 less can be an equal challenger. Similar to when the LS debuted and it was better than the S Class and far cheaper.
J
Thank You Krew., for a really well done article. I will be on the look out for your review.
J
Thank You Krew., for a really well done article. I will be on the look out for your review.
L
For those of you that have driven both the Regular and the Sport how noticeable is the difference? Reviews seem to be mixed on the sport being anything more than the extra styling, which I do like but will be hard to justify the upgrade for just that..
L
For those of you that have driven both the Regular and the Sport how noticeable is the difference? Reviews seem to be mixed on the sport being anything more than the extra styling, which I do like but will be hard to justify the upgrade for just that..
S
asoksevil
As far as I know, Lexus told the press that the ES is competing against the C Class and 3 Series. The guy just heard that since they are discontinuing the GS in Europe, the ES would be replaced model (which it is) but does not occupy the same segment as the GS.

I too hope these preproduction defects are gone by the time it makes it to the final assembly, I would love to see how a product that costs £10-15 less can be an equal challenger. Similar to when the LS debuted and it was better than the S Class and far cheaper.
No idea why Lexus said that - it makes them sound they like are high some strong drugs.

I don't think the Lexus ES competes with the C/3 at all...
1) The Lexus ES is marketed as a luxury sedan while the C-Class and 3 Series are "Entry-level luxury" sports sedans. The Lexus ES isn't really "entry-level". The Lexus IS is... The Lexus IS is the true competitor to the C300 and 3 Series.
2) The Lexus ES is much bigger than the C/3.
3) The Lexus ES is much more luxurious than the C/3. Half the stuff offered on the ES doesn't get offered on the C/3.
4) The Lexus ES is performance figures are not good enough to compete with the C/3. The Lexus ES350 does a 6.6 0-60 which is only .3 seconds quicker than the Lexus IS300 Turbo (6.9 seconds).
5) If its considered as the C/3 competitor, where does that leave the IS? If Lexus cancels the IS, that's a bad business move. They'll lose so much business because if someone wants a RWD Luxury Sedan from Lexus they have to buy the GS or LS... These people might just jump to MB/BMW for the lower-priced RWD Sedans.

The reason the Lexus ES is seen as a GS competitor is because the GS is removed from EU sales and the ES will be sold there for the first time. On top of the ES having similar sizing to the E-Class/5 Series and hold similar luxurious features.
S
asoksevil
As far as I know, Lexus told the press that the ES is competing against the C Class and 3 Series. The guy just heard that since they are discontinuing the GS in Europe, the ES would be replaced model (which it is) but does not occupy the same segment as the GS.

I too hope these preproduction defects are gone by the time it makes it to the final assembly, I would love to see how a product that costs £10-15 less can be an equal challenger. Similar to when the LS debuted and it was better than the S Class and far cheaper.
No idea why Lexus said that - it makes them sound they like are high some strong drugs.

I don't think the Lexus ES competes with the C/3 at all...
1) The Lexus ES is marketed as a luxury sedan while the C-Class and 3 Series are "Entry-level luxury" sports sedans. The Lexus ES isn't really "entry-level". The Lexus IS is... The Lexus IS is the true competitor to the C300 and 3 Series.
2) The Lexus ES is much bigger than the C/3.
3) The Lexus ES is much more luxurious than the C/3. Half the stuff offered on the ES doesn't get offered on the C/3.
4) The Lexus ES is performance figures are not good enough to compete with the C/3. The Lexus ES350 does a 6.6 0-60 which is only .3 seconds quicker than the Lexus IS300 Turbo (6.9 seconds).
5) If its considered as the C/3 competitor, where does that leave the IS? If Lexus cancels the IS, that's a bad business move. They'll lose so much business because if someone wants a RWD Luxury Sedan from Lexus they have to buy the GS or LS... These people might just jump to MB/BMW for the lower-priced RWD Sedans.

The reason the Lexus ES is seen as a GS competitor is because the GS is removed from EU sales and the ES will be sold there for the first time. On top of the ES having similar sizing to the E-Class/5 Series and hold similar luxurious features.
krew
lsu5508
For those of you that have driven both the Regular and the Sport how noticeable is the difference? Reviews seem to be mixed on the sport being anything more than the extra styling, which I do like but will be hard to justify the upgrade for just that..
I'll write more about this in my review next week, but there's a weight to the ES F SPORT steering that is missing from the standard model. I feel very confident saying the ES F SPORT is the car to buy -- driving experience is much better, but not at the expense of ride quality.
krew
lsu5508
For those of you that have driven both the Regular and the Sport how noticeable is the difference? Reviews seem to be mixed on the sport being anything more than the extra styling, which I do like but will be hard to justify the upgrade for just that..
I'll write more about this in my review next week, but there's a weight to the ES F SPORT steering that is missing from the standard model. I feel very confident saying the ES F SPORT is the car to buy -- driving experience is much better, but not at the expense of ride quality.
krew
Sakura
No idea why Lexus said that - it makes them sound they like are high some strong drugs.

The reason the Lexus ES is seen as a GS competitor is because the GS is removed from EU sales and the ES will be sold there for the first time. On top of the ES having similar sizing to the E-Class/5 Series and hold similar luxurious features.
The ES may have the size and luxury level of the E Class/5 Series, but it will be priced like a C Class/3 Series. This is why Lexus uses entry-level models as the comparison, and also explains why the ES is so disruptive in the market. It's a lot of car for the money.
krew
Sakura
No idea why Lexus said that - it makes them sound they like are high some strong drugs.

The reason the Lexus ES is seen as a GS competitor is because the GS is removed from EU sales and the ES will be sold there for the first time. On top of the ES having similar sizing to the E-Class/5 Series and hold similar luxurious features.
The ES may have the size and luxury level of the E Class/5 Series, but it will be priced like a C Class/3 Series. This is why Lexus uses entry-level models as the comparison, and also explains why the ES is so disruptive in the market. It's a lot of car for the money.
S
krew
The ES may have the size and luxury level of the E Class/5 Series, but it will be priced like a C Class/3 Series. This is why Lexus uses entry-level models as the comparison, and also explains why the ES is so disruptive in the market. It's a lot of car for the money.
Yup. The Lexus ES has always priced pretty similarity to the C-Class and 3-Series. But I don't think that really justifies a good comparison between these 3 cars. Other than price, the ES is extremely different compared to the C-Class and 3-Series and couldn't be further apart in competition. The Lexus ES is more luxurious and spacious than the C-Class and 3-Series and its also lacks sportiness, performance, and RWD of the C/3.

However - I do see how the ES can be disruptive. Its offering E-Class/5-Series size and features for C-Class and 3-Series money. But to me - that's still a E-Class/5-Series competitor because they are under-cutting the E/5 competition to gain business.
S
krew
The ES may have the size and luxury level of the E Class/5 Series, but it will be priced like a C Class/3 Series. This is why Lexus uses entry-level models as the comparison, and also explains why the ES is so disruptive in the market. It's a lot of car for the money.
Yup. The Lexus ES has always priced pretty similarity to the C-Class and 3-Series. But I don't think that really justifies a good comparison between these 3 cars. Other than price, the ES is extremely different compared to the C-Class and 3-Series and couldn't be further apart in competition. The Lexus ES is more luxurious and spacious than the C-Class and 3-Series and its also lacks sportiness, performance, and RWD of the C/3.

However - I do see how the ES can be disruptive. Its offering E-Class/5-Series size and features for C-Class and 3-Series money. But to me - that's still a E-Class/5-Series competitor because they are under-cutting the E/5 competition to gain business.
Ian Schmidt
The fact that it doesn't fit neatly in either class is precisely why it's so disruptive.
Ian Schmidt
The fact that it doesn't fit neatly in either class is precisely why it's so disruptive.
krew
Review Roundup: The 2019 Lexus ES 350 & ES 300h

[​IMG]

First drive impressions of the new Lexus sedan.
View the original article post
krew
Review Roundup: The 2019 Lexus ES 350 & ES 300h

[​IMG]

First drive impressions of the new Lexus sedan.
View the original article post
M
Longer, lower, wider: not my idea of progress. And lumbar adjustment is no longer standard?

M