As of now Lexus has a downright dismal presence in Europe. There is tough headway to make against the loved European luxury brands, quite similar to the battle Cadillac is facing. Anyways, Lexus International VP Mark Templin sat down with Lexus UK Blog and quipped some notable quotes...
“The company has put a lot of resources into Lexus. Finally we are doing the things I wish we had done ten years ago,” he says with a smile.
Templin, a straight- and fast-talking American, should know. He’s worked at Lexus for 25 years and watched the growing pains of a company that at times in its past has lacked decisive direction.
“Our goal is not to grow really fast, but to grow in a slow, methodical and steady way over a long, long period of time,” he says.
I believe Lexus real competitive advantage in Europe is going to come from fuel economy and hybrid tech. Fuel econ has always been at the forefront for the other luxury makers however, they have only recently turned to hybrid technology while Lexus has a fully vested hybrid offering that has slowly but surely been refined since the early days of the prius...We were building cars that were successful in the US, Russia, Mid-East and Japan. Those are enormous markets. But we never had the right product mix to meet European demands, until recently,” says Templin.
Templin is masterminding the global development of Lexus, and one of his jobs is to boost sales in Europe and the Middle East to catch up with the US.
“We have a great position in the US and now is the time to develop our new models and range of cars for a global audience,” he says.