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Lexus has adopted “self-charging hybrid” as a way to market their gas-electric powertrains in Europe, showcasing the technology’s key benefit over pure electric vehicles:
According to Lexus Europe executives, there’s still a percentage of consumers that believe that hybrids need to be charged like an EV vehicle. This campaign exists to educate about the differences between gas-electric and pure electric, with the main benefit of hybrid being that the gas engine charges the battery.
Due to the price of gas, the average European customer cares more about efficiency and less about horsepower, especially in comparison to North Americans. With Lexus being hybrid-only in most European markets, this is a key selling point and brings a different dynamic to the brand’s performance story.
The Lexus Europe strategy for selling hybrids...