Lexus hybrid woos Sainsbury's chief
By Jorn Madslien
Business reporter, BBC News

When Sainsbury's chief executive Justin King recently waved goodbye to his Maserati Quattroporte, he did so in favour of a relatively anonymous-looking limousine whose main claim to fame is fuel efficiency. This time he spent ages comparing their environmental credentials before choosing a company car.

In the end, he chose a long wheelbase Lexus LS600h L, a petrol-electric hybrid car that is essentially a much larger and considerably more luxurious version of Toyota's popular Prius, complete with a reclining leather massaging seat and bundles of electronic gadgets.

Mr King spends between 20 and 30 hours per week in the back seat, both between meetings in London and during his commute from the Midlands.

It's just like business class 15 years ago," Mr King grins as the driver steers the £88,000 limousine up London's Fleet Street towards Trafalgar Square.

"I work a 14 hour day," he says. "I work from the moment I get into this car till the moment I get out of it."

Emotional appeal

Mr King is excited by the car's hybrid technology and eager to explain how a screen on the dashboard indicates when the car's powerful petrol engine is pushing the car forward, and when it is charging the batteries that feed its electric engine.

"Now we're running on battery," Mr King says as the car glides quietly past Nelson's Column.

"The Lexus does some 30 miles per gallon, which is fantastic for a car like this. Normally, it would be 16 or 17 miles to the gallon."

Lexus has gone from strength to strength with its hybrid-powered luxury.

In the current atmosphere, its new environmental credentials have done what its reputation for reliability and refinement had failed to do for years, namely give the marque emotional appeal.

In recent months, the Japanese carmaker has won over a string of high level executive - including Mr King's main rival, Tesco chief Sir Terry Leahy - as well as many celebrities, including Sir Paul McCartney and his daughter Stella.

And when Tory leader David Cameron was asked at last autumn's CBI conference whether he had arrived on his bike, Boris Johnson-style, he responded that he had not, though he had arrived in a hybrid. His is a somewhat smaller version of Mr King's limousine, a Lexus official confides. [...]