Lexus was the number one luxury brand in the US from the year 2000 to 2010. Unfortunately, in 2011 there was a terrible earthquake and tsunami that halted production in Japan. BMW and Mercedes-Benz overtook Lexus by releasing a barrage of models in segments that Lexus didn't compete in. Lexus has never regained that number one spot again, but will it ever?
Lexus currently sits in third place when comparing luxury brand sales in the US. BMW leads with Mercedes-Benz coming in second. It is pretty close, especially between 1st and 2nd place. BMW has so far sold 298,212 units in the first 11 months of the year. That is 10% higher than over the same period last year. Mercedes-Benz is close on the heels with 296,382 units, up 6% from a year ago. In third is Lexus with 271,510 vehicles sold, up 14% from a year ago.
So Lexus sales have been growing at a faster rate than the brands ahead of it. That seems like a good sign that Lexus could be making a comeback. Lexus' potential comeback is further boosted by the fact that the Lexus NX hasn't been factored in. Lexus General Manager Jeff Bracken says that the brand plans to sell 40,000 NXs next year. Add that 40,000 to Lexus' overall sales number and Lexus would be in first place. Obviously its not quite that simple, but I do think that Lexus may be able to take back its luxury sales crown by releasing cars into segments that they do not currently compete in.
Do you think that Lexus could take back the US luxury sales crown? What would they have to do to make that happen?