Lexus International president Yoshihiro Sawa is unsatisfied with the brand’s global position — from an Automotive News interview with Hans Greimel:
“Considering global sales volume, Lexus is still small,” Sawa said. “We have to compete with our limited volume. That is our difficulty.”
But Lexus is also struggling with a brand image that varies by market, Sawa said. In some markets, especially in Asia, Lexus is seen as a hip brand for young people. But not so much in others. In the U.S., Lexus enjoys high customer loyalty, but its average customer is in their 60s, Sawa said. In China and other Asian markets, the average customer age is in the 30s.
“They are completely different customers,” Sawa said. “We have to provide the same kind of brand image campaign, but we have to be careful about each nation’s activities.”
Herein lies the rub for the Lexus — momentum is starting to build in China, and releasing a region-specific minivan and the brand’s first EV is sure to generate excitement among customers. In the North America, the age of the lineup nearly matches its owner base.