Lexus, the luxury brand of Toyota Motor Corp., announced that the U.S. division isn’t aiming to be the best selling luxury brand, preferring to concentrate “first in quality, value, customer experience and profitability”, according to Mark Templin, group vice president and general manager of the U.S. Lexus division. According to his declarations, in 2012 the company expects an increase in the luxury segment in U.S. market of approximately 12%.

“We never were about being the biggest – it just happened for all the right reasons,” stated Templin.

The company outputs suffered a severe hit due to the March earthquake and Tsunami in Japan.

“Because we (didn’t) have any cars, we lost more people than we typically would because we didn’t have anything to sell them. (…) there’s a certain percentage of people that aren’t willing to wait” U.S. Lexus division mentions.

As many of Lexus models come to the end of their lifetime, the company is preparing the launch of new models which gather new features regarding improving interiors, styling and most important – new advanced electronics.

Templin said: “It’s going to be a really intensive launch year for us. Those products are coming with really exciting stuff… Everything is more focused on driving dynamics.”

Templin stated that the company forecast an increase in the luxury segment in U.S. market from about 11 percent in 2011 to 12 percent in 2012. According to him, there can be noticed a new trend among car buyers, “that people would rather buy premium and keep it a little longer.”

In the first nine months of the year, Lexus sales diminished with 17% (135,647 units), compared with Toyota division’s 8.2% decrease this year.


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