In a Q&A with journalists last month, Lexus president Koji Sato spoke at length about the brand’s upcoming shift to pure-electric vehicles. The entire interview also features Toyota president Akio Toyota and is worth reading, but let’s highlight some key Sato quotes on Lexus’ transition.
We will clarify the role of the Lexus brand within the company, which is to be a front runner in advanced technology areas and to lead our BEV products.
The announcement that Lexus would become an EV-only brand by 2030 marks a radical departure for the brand, perhaps even too radical. With such a massive shift in strategy, nearly everything about Lexus will change. This quote from Sato confirms that Lexus management is prepared to make hard decisions — models may be cancelled, customers not ready for EV may move elsewhere, but Lexus is...