And in Europe, I don't really know what they did wrong but might just be a brand prestige problem.
Lexus aren't even considered a true luxury competitor here, at least not in the UK alone. If there are head to head road tests between vehicles, it's always the Audi, Mercedes and BMW. Sometimes even Volvo are included in the test. But rarely ever Lexus.
They have suffered in the UK from an onslaught of marketing from the Germans over the years to the point where the general public consider German as the pinnacle of quality, reliability and engineering.
Meanwhile, Lexus has suffered from poor marketing, wrong product with inadequate engine choices and a poor brand image that essentially matches that of Buick in the USA - old age owners who drive at 5mph under the speed limit.
Any products that Lexus did make decent sales on they have allowed to stagnate and then killed: CT and IS in this case.
With that in mind, the older LS generations were appreciated by some as bargains for their V8 power and overall comfort. There is a small but extremely loyal Lexus following here. With the V8 dead and an ever increasingly stupid emphasis on 'sporty' and 'dynamic' handling characteristics, that small owner base has probably turned elsewhere. The German offer so much choice with their luxury offerings, its easy to see why.
This, coupled with the ever growing SUV/CUV trend. Where once someone would have bought an S-Class or CL/S-Coupe, the same buyer is now shopping a GLS or GLE instead.