It's a SAD day for Lexus sedan fans...

Summary

The video delves into Lexus' shift in focus with the unveiling of the new ES, which is poised to become the brand's global flagship model, particularly in China. While the ES is gaining prominence with its electric future, there are questions about the fate of the Lexus LS. The LS, once the iconic flagship of Lexus, is facing declining sales, leading to speculation about its future. The video explores the possibility of the LS being discontinued or transformed, potentially into a luxury crossover or SUV, while the ES evolves into a more performance-oriented electric vehicle. The debate over Lexus' future flagship and the LS’ place in it is at the heart of the discussion.

Takeaways

• 😀 The Lexus LS has been the brand's flagship sedan since 1989, but the new ES might be taking over this role globally, especially in China.
• 😀 Lexus's new ES will be fully electric at launch, signaling a significant shift in the brand’s focus toward electrification.
• 😀 The ES is the best-selling Lexus model in China, which is the brand’s largest market, elevating its importance in the global lineup.
• 😀 The ES is a core model for Lexus, but the LS may no longer hold the flagship status due to its declining sales and smaller market presence.
• 😀 Lexus has stated there are no current plans to discontinue the LS globally, but its future as a sedan is uncertain due to poor sales performance in several markets.
• 😀 The LS used to sell 50,000 units annually in the U.S. but now only sells about 2,000 units, reflecting a drastic drop in demand.
• 😀 Lexus’s shift toward electric vehicles, with the ES as a potential flagship EV, aligns with their goal to be fully electric by 2030 in key markets like China, Europe, and North America.
• 😀 The LS could be repurposed into a luxury crossover or SUV, potentially carrying the LS name or evolving into something entirely new, like a Lexus Century.
• 😀 The ES offers a better balance of luxury and performance compared to the current LS, which no longer feels as special as earlier generations.
• 😀 While the ES may be the new flagship sedan, the traditional sedan's role in luxury car brands is diminishing, with SUVs and crossovers becoming the new standard for flagship models.
• 😀 Lexus’s emphasis on comfort, luxury, and price-to-performance in the ES has kept it relevant, while the LS struggles to maintain its original prestige and market position.

Q & A

What is the significance of the Lexus ES being introduced as the new global flagship model?

The Lexus ES being introduced as the new global flagship model signifies a shift in focus for Lexus. While traditionally, the LS has held the flagship title, the ES is now recognized as the best or most important model due to its strong sales performance, particularly in China. It represents a move towards electrification, as the upcoming ES will be fully battery electric at launch.

How has the Lexus LS evolved over the years, and why is it no longer considered the flagship model?

The Lexus LS has evolved over time, starting as a groundbreaking model with the LS400 and further improving with the LS430 and LS460. However, the LS is no longer considered the flagship due to declining sales and a decrease in its perceived luxury and comfort compared to other Lexus models, like the ES. The introduction of a turbocharged V6 in the LS500 also didn't live up to the brand’s previous standards of smoothness and refinement.

What does the term 'flagship' mean in different markets, according to Lexus?

The term 'flagship' means different things in various markets. In Japan, 'flagship' refers to a core model that is central to the brand. While the LS once held that status globally, the ES has taken over in many markets due to its strong sales and importance. However, the use of 'flagship' to describe the ES has raised concerns, as it doesn't align with the traditional understanding of a flagship model in all regions.

Why might the Lexus LS be discontinued in the near future?

The Lexus LS may be discontinued due to its declining sales, which have drastically fallen from its peak. With sales figures dropping significantly and models like the ES and LC performing better, there may be little justification for continuing the LS as a sedan. Instead, Lexus might evolve the LS nameplate into a new format, possibly an electric crossover or SUV, to align with shifting consumer preferences.

What role does electrification play in the future of Lexus sedans, particularly the ES?

Electrification plays a major role in the future of Lexus sedans. The upcoming ES is set to be fully battery electric at launch, aligning with Lexus's goal to become fully electric by 2030 in key markets such as China, Europe, and North America. The move to electric powertrains reflects Lexus's commitment to sustainability and adapting to the growing demand for electric vehicles in the luxury sedan market.

What is the current market performance of the Lexus LS compared to other luxury sedans?

The Lexus LS has seen a significant decline in market performance compared to other luxury sedans. For instance, in the U.S., the LS sold only around 2,100 units, far behind competitors like the Audi A8, Mercedes-Benz S-Class, and BMW 7 Series, which sold 8,800 and 10,000 units respectively. This poor performance further undermines its status as Lexus's flagship model.

How does the upcoming ES differ from the current generation, and why is it generating excitement?

The upcoming ES is expected to be significantly different from the current generation, with a sleek fastback roofline and a fully electric powertrain at launch. The addition of an F Sport performance model and the emphasis on advanced electrification are among the key changes. This marks a shift towards a more modern, dynamic offering in the Lexus sedan lineup, which has generated significant excitement.

What are the possible future directions for the Lexus LS nameplate if it transitions away from being a sedan?

If the Lexus LS transitions away from being a sedan, the nameplate could be used for a crossover or SUV. Lexus may choose to evolve the LS into a more luxurious, electric-focused model, possibly inspired by the Lexus Century, which could be rebranded as a Lexus model in markets like the U.S. The Century SUV, in particular, could become a high-end alternative, positioning the brand's future flagship in a more SUV-centric market.

Why has the Lexus ES been more successful than the LS in recent years?

The Lexus ES has been more successful than the LS due to its combination of luxury, comfort, and competitive pricing. Unlike the LS, which has struggled to maintain its appeal, the ES has remained consistent in offering a high-quality experience at a more accessible price point. Its sales have been strong globally, especially in China, where it has been the bestselling model for Lexus.

What challenges does the Lexus LS face in terms of competition within the luxury sedan market?

The Lexus LS faces several challenges in the luxury sedan market, primarily from fierce competition with established models like the Mercedes-Benz S-Class, BMW 7 Series, and Audi A8. These competitors have maintained strong sales and continually refined their models. Meanwhile, the LS has seen a decline in both sales and consumer perception, with many feeling that it no longer offers the same level of luxury and innovation it once did.