Lexus Believes That EVs Still Have a Long Way to Go
Lexus is making a strong push with its LF-30 Concept and UX 300e, but they aren't ready to go all-electric just yet.
Pump the Brakes
After a strong focus on hybrid technology for many years, Lexus has recently shifted toward the all-electric side of things. Seemingly out of the blue, the automaker unveiled both the LF-30 Concept and UX 300e in a matter of weeks. But despite this sudden surge, it appears that Lexus is still a bit hesitant to go all-in on EV technology. At least for right now.
Photos: Lexus
Variety of Options
That interesting fact is quite clear from this recent Automotive News report, at least. Speaking at the Tokyo Auto Show, Brand President Yoshihiro Sawa was quick to clarify the automaker's intentions. While many brands are seemingly willing to put all their future eggs in the all-electric basket, it looks like Lexus will continue to attack the market from a variety of fronts.
Photos: Lexus
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Takes Time
"We try to provide the suitable plan for the suitable market," Sawa explained to Automotive News. "Gradually, electrification should be done, but I think it takes several years. If the people want to buy our EVs, then, of course — why not?" Thus Lexus' push to bring at least one EV to market. But as they already know, every segment of the world is different.
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Know Your Customer
Lexus has long been working on a deadline of 2025 to offer an electrified version of every model they sell. But consumer preferences, government regulations, and infrastructure vary greatly around the world. As Automotive News points out, places like California and China are perfect for all-electric vehicles, but for those living in places like the midwest U.S., they aren't quite as feasible.
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>>Join the conversation about Lexus' mixed stance on EVs right here in the Club Lexus Forum!
Hybrid Demand
Thus, it still behooves Lexus to build hybrids and fuel-efficient gasoline-powered vehicles. Lexus has long been a pioneer in hybrid technology in particular. Even if they haven't done particularly well here in the U.S. "Very frankly and honestly speaking, the market where the hybrid is not selling well is the U.S.," said Toyota's Shigeki Terashi. "U.S. consumers' unwillingness to pay for hybrids reflects the market's desire for SUVs and larger vehicles."
Photos: Lexus
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Not For Everyone
On the flip side, hybrids sell well in other parts of the world, which justifies their continued existence. And while electric vehicle infrastructure figures to improve, there's still a long way to go before it becomes feasible for everyone, especially those living in rural areas.
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Electrification Strategy
Koji Sato, executive vice president for Lexus International, was also quick to point out the differences between regular Hybrid buyers and those who purchase luxury hybrids. While folks who buy cars like the Prius are more concerned with fuel economy, those who purchase Lexus hybrids tend to do so because of performance. "That's why we have to have some variety of the technology," Sato said. "That's our basic electrification strategy."
Photos: Lexus
>>Join the conversation about Lexus' mixed stance on EVs right here in the Club Lexus Forum!
Cautioned Approach
Thus, while some automakers seem determined to go all-electric as soon as possible, Lexus is taking a more cautioned approach. Given their reasoning, it makes a lot of sense. After all, not everyone is ready or able to ditch internal combustion engine-powered cars just yet, and it might be many more years before they are.
Photos: Lexus
>>Join the conversation about Lexus' mixed stance on EVs right here in the Club Lexus Forum!
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