Industry Report: Lexus Undaunted by Lackluster European Sales

Traditionally, those in the "new world" are quicker to adopt new ideas, and the concept of a Japanese luxury brand rivaling

In North America, cars like that LS 430 are seen to match the Europeans in performance and luxury while surpassing in dependability, dealer service, and overall value. (Photo: Trevor Hofmann, Canadian Auto Press)

the world's "greatest" European marques, while initially amusing, has been accepted with open arms now that vehicles such as the LS 430 are seen to match the Europeans in performance and luxury while surpassing in dependability, dealer service, and overall value.

"Lexus has been weak in Europe because the design has not been adapted to European tastes and because we have not had diesel," commented Vice President for External Relations at Toyota Motor Europe James Rosenstein.

Rosenstein feels that Lexus will hit the mark with new designs featuring "a bit more emotion", along with hybrid and diesel

Along with adding style, diesel power and hybrid technology, Lexus is planning to offer more sporting suspension setups in its European offerings. (Photo: Lexus)

powertrains, both which are due to hit the market next year.

The man in charge of reinvigorating Lexus design and engineering is Mr. Takeshi Yoshida, who lives by the motto "make the most of every moment". Yoshida is one reason why Toyota is still bullish on Lexus' future in Europe, despite its slow take-up.

Along with adding style, diesel power and hybrid technology, Lexus is planning to offer more sporting suspension setups in its European offerings, after hearing complaints from overseas dealers about handling that biases comfort over high-speed maneuverability.