Lexus plotting new flagship

Japanese luxury car maker Lexus is set to add a second flagship model to sit alongside current king, the large LS sedan.

The Lexus LS was designed to compete against Germany's top dogs, the Mercedes-Benz S-Class and BMW 7 Series, but the Toyota-owned company will reveal a second ultra-lavish model in January 2016.

"We need a [new] flagship," Lexus US operations chief Jeff Bracken told Reuters. "It doesn't have to be a sedan."

The revelation reflects a changing of the guard in Lexus' most important market, the USA, where customers are gravitating away from top-end large luxury sedans.

Bracken wouldn't reveal what type of vehicle its next flagship would be, but confirmed it would be named in January.

"In addition to the LS, there could be another flagship in our line-up," he said. "We'll define what it is in January."

As such, the new jewel in Lexus' crown is likely to take pride of place on the car maker's Detroit motor show stand. Detroit is North America's largest and highest-profile motor show.

As SUV sales continue to flourish globally, there's a chance a new large luxury SUV is on the cards for Lexus, but another likely scenario is the confirmation of a top-shelf, technology-driven sports coupe – namely the production version of the LF LC coupe.

The Lexus LC coupe, as it may be called, has been spotted wearing camo while testing in the USA recently, and appears to fit the bill for an S-Class Coupe rival. It's large, but sportier than the LS sedan and would provide the company a much-needed image boost now the LFA supercar is no longer available.

Bracken also reiterated what motoring.com.au had reported earlier in the year, that US customers have been crying out for a Lexus RX luxury SUV with seven-seats, and hinted that it may come sooner rather than later.

The Lexus executive confirmed to Reuters that a seven-seat option for the RX was the number one request from its Lexus dealers in the US.

Currently the best-selling model the Japanese company offers, the RX will spawn a new model, due to be launched to the world's media later in August, but that will not be offered with a third row seat. Nevertheless, Bracken says it will remedied soon.

"We don't want to wait for a next-generation," he stated, in reference to a seven-seat option for the RX.

Lexus RX rivals such as the Land Rover Discovery Sport, Audi Q7 and BMW X5 all offer seven seats.