Lexus electrification plans proceed in secrecy

Lexus won't be drawn on the rollout of its eco-friendly line-up in the few years remaining between now and 2025, despite recently revealing that ambitious plan accompanied by much PR fanfare.

After the preliminary announcement by Canadian PR executive for Lexus, Jennifer Barron, during the global launch of the Lexus UX there was no further word concerning the new models that would underpin this plan. Australian journalists attending the launch questioned Lexus UX chief engineer Chika Kako at some length, but Ms Kako was clearly uneasy about discussing future product from the brand.

As journalists observed, Lexus already offers hybrid variants of most models in its range – and in the case of the Lexus CT, hybrid drive is the only powertrain variant. So unless Lexus intends to fill out its range between now and 2025 with plug-in hybrids or battery-electric vehicles (or even fuel-cell vehicles) the announcement is little more than what pyrotechnic engineers denounce as a 'damp squib'. But asked whether these new models would be battery/electric or plug-in hybrids – or a combination of both, Kako-san stonewalled.

“We have to consider and understand the infrastructure situation; come up with the optimal strategy to really cater for the customer, depending on the region,” she replied through an interpreter.

“Every region is different as far as the demand it needs. So we're obviously considering different types of options and studying different types of technology, but as it stands – with the different hybrid vehicles we've sold already – we've contributed quite a bit to reduce CO2 emissions. Our aim is to continue to be a leader in that field.”

In reality, Lexus will be left behind in the prestige sector if it doesn't come up with concrete examples of leading-edge low- or zero-emissions technology. Tesla is already in the market, Jaguar has just launched its I-PACE, the Mercedes-Benz EQC is barely 12 months away from release in Australia, the Audi e-tron is imminent and Porsche has named a production start for its Taycan EV. Left too long, Lexus could be overtaken and trampled in the stampede to build and market new prestige EVs.

“New products are coming out, but that doesn't also mean that all of a sudden we're seeing millions of those electrified vehicles [on the streets],” Kako-san responded to that.

“It's a gradual step; we have to see what the consumers and customers are looking at... what the demand is.”

So far, four of the high-profile EVs either in the market already or confirmed to be on the way are SUVs. Lexus has a ready-made option available to it that's both a toe in the water for a cautious brand and a unique selling proposition that no other prestige brand could readily match — a battery/electric version of the Lexus LC.

The LC is already designed to carry around a battery pack in the hybrid LC 500h variant – and coupes are package-constrained as is, anyway. No viable competition currently exists for an all-electric LC, but Kako-san was apparently not in a position to discuss such an offering. Admittedly, the chief engineer for the LC probably would have blown a fuse if she did.

“We're going through the stages of electrification as we speak, and Tesla has their own way,” she replied to the question from motoring.com.au.

“We certainly would like to find what's the best way with our own identity – with Lexus. With electric vehicles... as you [fit] a large battery pack that basically determines the output of the vehicle.

“If everybody [takes] the same direction you sort of lose your identity, driving feel and taste, so we want to continue to build upon what we have been doing, as far as continuing to build our driving characteristics. And while we do that, I think this is a great time for us to look into the opportunities and possibilities that arise [from] the electrification direction that we'll be taking.”

In other words, having mined for charisma in the LC 500 (with an LC F in the wings too), Lexus doesn't want to water down that virtue – not even with a 'ludicrous' EV variant.

Those of uncharitable mind might think the electrification announcement by Lexus is just a 'me too' PR tactic to keep buyers and brand fans on the hook, but realistically Lexus has to have some advanced new product on the drawing board, since 2025 is only seven years away.

The company just isn't revealing any firm details to the media yet!