I think the Toyota brand still needs to carry FCEV. Toyota is more well known worldwide, so Lexus probably would not get as much exposure.
True, but I don't think we ever discussed on Club Lexus, how there is a dire need for them to broaden their global expansion and sooner than later.
There are automotive markets in the world, where Lexus have no presence (outside of grey imports coming from South Africa and Middle East/USA) and that is how their competitors get to tally up higher sales numbers.
MB will gladly set up shop in the freaking jungle, to pad their bottom line/numbers and BMW not too far away, maybe in an inhabited small village (exaggerated of course). While Audi sticks to the capital or business hub (ie like Toronto vs Ottawa). MB stretches out their hand to Tarzan, while BMW deals with the
tribal chiefs, and Audi at least tries to go after every city slicker worldwide. Where is Lexus? Some of Lexus' sandy gold theme of the 90s would have fit perfectly next to Egyptian pyramids in Giza or blazing through some lush dunes.
Primary point to be taken, European brands still have a global presence regardless of if only kleptocrats and oligarchs buy the product. Lexus is unusually apprehensive for the most peculiar reasons, to expand.
Mexico barely will get Lexus next year, a Audi, BMW, and MB heavy country, where I even saw Ciudad de Chihuahua MX plates on Jag XJRs in 2000 in Texas as a pre-teen.
Shocking that there are even official Rolls-Royce or Bentley dealerships in certain countries, where Lexus is nowhere to be found. Even Jaguar and Porsche have a presence everywhere (see below), established well after Lexus was created.
Expanding could have helped Lexus, where they didn't succeed in Europe. I guess they seem to know what they're doing better than everyone else.
One of the largest markets for decked out Land Cruisers and love for Toyota crossovers, has a glut of grey market Lexus SUVs, yet no Lexus International approved official dealers. My maternal aunt (lawyer) can't service her 2016 GX 460 for an airbag recall, without paying local Toyota distributor a few thousand USD to resolve it.
While her husband (ex-lawyer, oil businessman, property developer) had no issue rebuilding his L405 Range Rover at a local LR dealer in Lagos after a serious accident. Drove just fine. In SS Africa of all places!!!
Rolls Royce Dealer Porsche Dealer Jaguar Dealer
Lexus could outsell MB in some parts of the developing and even underdeveloped world. In some ways I know why they won't and won't get into it, as it's political...
However, I highly doubt that the Toyota badge for a fuel cell vehicle like this has anything to do with recognition or market presence. All the countries that will get that car, already officially sell Lexus products locally. This is not something they are targeting for Guatemala or Ghana, who don't have Lexus dealers.