Flagship Lexus gets green light

Boasting a number of world firsts, Lexus' new LS600hL goes on sale Down Under officially next week.

Set to hit dealer showrooms on November 19, the V8-powered petrol hybrid is the first Lexus to break the magic $200K mark. In fact, Australian buyers will be able to choose from two LS600hL models: the four-seater priced at $240,000 and a five-seater that will be $7000 less.

In keeping with Lexus' policy to keep options to a minimum, LS600hL owners will have only two other decisions to make: colours -- a choice of ten external colours and five different interior trim schemes. There are no options available.

Lexus says the LS600hL is a new "halo model" for the marque, both in terms of price and positioning, as well as its green credentials. The car features all-wheel drive and a bespoke CVT transmission that incorporates the hybrid mechanicals and is programmed to replicate the operation of a conventional eight-speed auto.

Production car world firsts claimed by Lexus for the LS600hL include: first V8 all-wheel-drive petrol hybrid drivetrain, first low-beam LED headlamps, and the first in-seat anti-submarining airbag. This item is fitted to the reclining passenger-side 'Ottoman' seat on the four-seater version only.

The LS600hL is the first car to go on sale Down Under with a 'hands-off' automatic parking system (now also offered on the LS460). It is also the Lexus brand's first long-wheelbase variant.

While the whole of life 'cleanliness' of petrol hybrids will be debated by many, the on-the-road credentials of the 600 are impressive. Despite boasting a 120mm stretch over the regular petrol V8 LS460 and weighing in at SUV-like 2430kg (325kg heavier than its short wheelbase stablemate), the big LS beats the likes of Toyota's four-cylinder Camry in claimed fuel economy.

In ADR81 testing the LS returns 9.3lt/100km. This translates to a carbon dioxide output of 219g/km. By way of comparison the Camry pumps out 233.

In our local launch drive from the centre of Sydney to the Blue Mountains and back the real world economy was close to the claimed mark. (Look out for our upcoming launch coverage soon)

The LS600hL's 5.0-litre direct-injected petrol V8 engine produces 290kW and 520Nm -- up 10kW and 27Nm over the 460's conventional V8. Coupled with an electric motor that is rated at 165kW and 300Nm, Lexus says the 600hL's combined output is equivalent to 327kW.

Lexus claims a 6.3sec 0-100km/h acceleration time for the LS600hL; a scant 0.1sec slower than the LS460. Top speed is an identical electronically limited 250km/h.

Local Lexus chief, John Roca, says the company plans to sell around 60 of the green limos to "super-affluent" customers each year. This compares to around 200 LS460s.

According to Roca, the marque's dealers are already holding orders for half of the 600hL first year's target. Sales are expected to be supply constrained, he said.

"The LS600hL builds on Lexus' existing expertise to offer the most advanced and powerful hybrid system of any production hybrid in the world," Roca told the Carsales Network.

"To an extent the LS600hL is a halo vehicle for the brand and it will bring aspirational [buyers] to Lexus, but it is a vehicle reserved for the fortunate few. It builds on the LS460 and takes [Lexus'] luxury proposition to a whole new level."

"It demonstrates there are no limits to the application of hybrid technology," Roca said.

Hybrids currently make up around 15 per cent of the company's volume in Australia, but Lexus marketing head Grant Barling say the ratio will rise to about one in three in the coming years. The marque recently delivered its 1000th hybrid Down Under.

Lexus' top-selling hybrid, the RX400h remains in back order with a delivery backlog of up to four months. So too the GS450h, but such supply constraints should be addressed in 2008, Barling says.

"RX hybrid should be a great opportunity for us next year," Barling opined. "We'll be looking at focusing a lot on hybrid marketing next year. We'd like to step it up -- shout [the benefits] a bit louder.

"There's plenty of diesel out there, but we are the one brand talking about hybrid. Luxury car buyers' knowledge [of hybrids] is improving but they want more reinforcement," Barling stated.

While most hybrids are purchased by 'private' customers, Barling says an increasing number of corporate fleet managers are identifying the vehicles as target purchases for executives. The marketing chief says the combination of the 'social responsibility' value of hybrids and Lexus' strong retained value is proving attractive to companies like News Limited and NAB.

To help sell the message of hybrids to corporate Australia, Lexus recently hosted a number of local events involving one time US Vice President and climate campaigner, Al Gore. It seems not only the invited prospects were impressed -- according to Barling, Gore signed on the bottom line for two of the hybrid limos on his return Stateside.

A convenient truth, it seems when it comes to marketing one-upmanship...

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