Lexus has been a major player in the US luxury market for many years. In fact in 2011 it led the entire US luxury market. IHS expects Lexus sales in the US to reach 170,000 units this year. That is a great number that puts the brand under BMW's expected 220,000 and sees them way ahead of Audi's expected 120,000.
European sales are a far different story. IHS expects Lexus sales to reach a paltry 46,000 units in Europe by the end of this year. That is minuscule compared to Audi's projected 772,600 and BMW's 745,000.
Apparently Europeans find Lexus dull. I found this surprising considering the bold spindle grille styling element. I'm not sure how people can think that is dull. Europeans seem to have more interest in the glamorous designs of the German brands though.
Lexus is hoping that its boldly styled NX crossover will be able to draw attention away from the Germans. It definitely is a more exciting design than that of the Audi Q5 and the BMW X3. It even stands up to the bold styling of the segment leader, the Range Rover Evoque.
Still, the NX is only expected to sell 16,000 units in Europe, which is far less than the 60,000 expected for the Evoque, 54,000 for the X3 and 52,600 for the Q5.
These are all estimates though. Reality could be far different. How do you think the NX will do in the European market?