"We put an Audi Q5 next to the NX in public clinics and we didn’t come second."
The new Lexus NX is a “game changer” for the brand, say company chiefs, and is charged with stealing sales from premium mid-size SUV rivals such as the Range Rover Evoque and Audi Q5 with its bold design and frugal hybrid powertrains.
The NX, revealed in Europe for the first time last week following its global debut at the Beijing motor show, is the manufacturer’s first foray into the expanding compact SUV market.
The Toyota-owned brand anticipates that it will swell its annual sales volumes by as much as one-third from 2015 onwards. For Europe, that equates to sales of about 20,000; while Lexus UK expects to sell between 3500-4000 units, which is roughly the same as its existing IS and CT models.
Lexus is hoping that about 80 per cent of those sales will come from customers new to the brand, and it is targeting prospective buyers of vehicles such as the Evoque, Q5, BMW X3, Mercedes GLK and Volvo XC60, as well as customers who are considering upsizing from cars like the Toyota RAV4, Volkswagen Tiguan and Ford Kuga.
Asked to explain why customers would consider the NX over rival brands’ products, Alain Uyttenhoven, vice president of Lexus Europe, said: “The first reason people buy a car in this segment is because it is trendy in its design. We put an Audi Q5 next to the NX in public clinics and we didn’t come second. We are proud that we also beat the Evoque, which is an icon in Britain. When you put the current vehicles on the market next to the NX, I think it will be an eye-catcher.
“The second thing is that people who drive in cities want a vehicle that is environmentally friendly. We make a statement by having a hybrid vehicle that has best-in-class CO2 emissions. One of the reasons people might hesitate to buy an SUV is because of this image of them not being so environmentally friendly, but there are many hatchbacks that would dream of coming to close to the NX 300h’s CO2 emissions.
“For Lexus this car is a game-changer. It represents the addition of one-third to our volume and will create the potential for new customers for our brand. Very soon it will be the most visible Lexus model in Europe.”