Lexus seemingly does everything you’d want of a premium brand. This year it topped the What Car? reliability survey for the third year running. Owners regularly praise the dealership experience and the brand was leagues ahead on electrified drivetrains, launching its first hybrid in 2005. It was also at the forefront of the posh, road-oriented SUV trend, starting with the RX in 1998.
So why does the brand still not resonate with buyers in either the UK or Europe? As owner Toyota basks in a record market share for its mainstream brand in Europe, it is applying an overhaul to Lexus in the region in the hope of fixing the imbalance.
