Lexus Set to Debut a Europe‑Only Model in 2023 with a Broader European Strategy
A plan is in place for Lexus to introduce a brand new car model that will be sold exclusively in Europe during 2023. The announcement points to a strategy aimed at elevating the Lexus appeal in the European market by offering a vehicle tailored to local preferences. At this stage no details have been released about the exact model type, but the emphasis is clearly on aligning the lineup with what European customers value most in a premium brand.
Alongside the new model, Lexus is expanding its European product range with a hybrid version of the redesigned RX crossover and a new electric RZ SUV slated for release in 2023. The move signals a broader push into electrified and electrified‑adjacent offerings to complement the established SUV family that has historically performed well in regional markets.
Looking at recent performance, Lexus experienced a notable decline in European sales during the first three quarters of 2022, with overall volumes down 28 percent to 27,247 units. The UX, previously one of the brand’s strongest sellers in the region, bore the brunt of the downturn, recording a 36 percent drop to 10,053 units. This pattern underscores the challenges faced in the European market, including shifting consumer preferences and intensified competition in the compact premium segment.
Another factor affecting sales during this period was a strategic withdrawal from the Russian market, which had represented about a quarter of Lexus’s regional sales. The decision highlighted the importance of model range size and capability in determining regional success, as larger models such as the RX, NX, and LX have historically driven volume and brand prestige in Europe. The leadership perspective emphasizes that European growth plans will leverage these larger, more capable models to maintain momentum in the region.
In related developments, industry observers note that BYD has introduced the Frigate 07 crossover in China. The model features hybrid propulsion and incorporates a modern digital key capability that can be accessed via a smartphone. This kind of tech‑forward approach is part of a broader industry trend toward enhanced electrified powertrains and next‑generation convenience features that are increasingly influential in consumer choice across global markets. The competitive landscape remains dynamic as automakers roll out new electric and hybrid variants to appeal to buyers seeking efficiency, performance, and cutting‑edge technology.