CHENNAI: Toyota’s luxury brand Lexus on Friday launched three models, making an entry with these products in the Indian market ranging from Rs 55.27 lakh to Rs 1.07 crore to take on established brands in this segment such as Audi and Mercedes, which are already present in the country for more than a decade.
The Japanese car major aims to target Toyota customers, who are looking to upgrade, and luxury customers, with the launch of three models. “It is the right time for Lexus to enter the Indian market so that our customers don’t go to other brands… The Indian luxury customers are growing and it is part of our future strategy to tap them,” said Yoshihiro Sawa, president, Lexus International.
Its four dealerships - Delhi, Gurgaon, Mumbai and Bengaluru– will soon offer these models and will follow it up with service centres at Chandigarh, Hyderabad, Chennai and Kochi, the company official said.
The firm has priced Lexus RX Hybrid model at Rs 1.07 crore, RX F Sport hybrid at Rs 1.09 crore and ES 300H hybrid sedan priced at Rs 55.27 lakh (all prices ex-showroom). The company also unveiled its top end SUV LX450d, but has held back its prices to be announced with its fifth-generation Lexus LS to be available in India from next year.
The company officials were not yet keen to manufacture these products locally in India and said they watch the market conditions. Till then, parts will be imported from Japan. “Our pricing position is higher than JLR or German brands. We haven’t set a sales target as such and would like to create Lexus brand in the country,” said Akitoshi Takemura, senior vice-president, Lexus India.