Lexus South Africa has embarked on a new journey, signalling a significant shift in its local strategy with a strong emphasis on the customer experience and an electrified future. At a recent weekend event, the brand communicated its renewed commitment to a premium, "Omotenashi" inspired buying journey and provided a glimpse into its future model portfolio, which includes the imminent arrival of a new ES sedan and an all-electric SUV, along with the much-anticipated hybrid version of the GX.
Related: Lexus GX 550 SE (2025) Review
Dealer experience
Lexus South Africa has closed key dealerships and revamped several premises to reflect the brand's move toward a more premium customer service experience. This realignment marks a critical moment for the Japanese premium marque, which has been a consistent, if smaller, player in the South African luxury car market. The brand's local operations are undergoing a significant restructuring of its dealership network, which places the customer at the centre of the sales and after-sales experience.
I have always believed that the Lexus brand is underrated within the local market, often touted as a "fancy Toyota" by detractors. The brand's focus on a more luxurious customer experience is a good move as it now has a tangible quality difference and a retail experience benefit over products from its parent company, Toyota. There has been a shift from an "over-the-table-style" document signing process to a more conversational and relaxed buying experience that is said to make buying a car more pleasant.
Where did Lexus come from?
To understand the Lexus of today, one must appreciate its origins. Founded in 1989 by parent company Toyota, the Lexus brand was born from a challenge by then-chairman Eiji Toyoda to create a luxury car that could rival and surpass the best in the world. This ambitious project, codenamed "F1" (Flagship One), culminated in the launch of the LS 400 sedan.
The brand's identity is inextricably linked to the Japanese philosophy of Omotenashi, which translates to a deep-seated commitment to hospitality and anticipating a guest's needs before they are even expressed. Throughout its 36 years of vehicle development, Lexus has earned a reputation for good build quality, reliability, and comfort.
The electrified future
Lexus South Africa's commitment to electrification was communicated to us at the event. The brand has publicly stated its intention to have a fully electrified lineup by 2030. While it has been selling hybrid vehicles locally for some time, the commitment to have the entire range feature some form of electrification within five years is significant.
A new ES
This journey towards a hybrid- and EV-dominated future is already taking shape. The brand announced the impending arrival of a new ES sedan.. Despite being rather bland, the ES has always offered value, space, and comfort that far exceed what is expected at its price point, and the new model is set to continue this. While the brand looks to the future, Lexus South Africa has confirmed the discontinuation of the IS sedan, which reflects a global trend away from the traditional three-box sedan in favour of SUV and crossover body styles; however, the new ES will still form part of the brand's local range.
Hybrid GX
I know what you're thinking: why is the potent 3.3-litre turbodiesel from the Toyota Land Cruiser 300 not considered for the GX? I asked the same question, and the answer is relatively simple; the GX is devleopled for the North American market, and diesel is a no longer popular there, so petrol, hybrid and electric are the only options, therefore, if we want a more efficient GX, hybrid is the only option.
The brand confirmed that a hybrid version of the popular new GX is coming, a move that will likely please those put off by the model's thirsty V6 petrol engine. The GX has become one of the brand's best-selling models locally, and having driven one all the way to Limpopo and back for the event, its fuel range again raised some questions. While the performance and soundtrack provided are within the luxury realm, 500km from an 80-litre fuel tank is something that owners will find irksome, so a hybrid derivative will certainly address this issue.
Furthermore, Lexus plans to increase the popularity of its Overtrail models, catering to a growing segment of buyers who want to blend luxury with off-road ability. The GX has also very effectively introduced this concept to local buyers.
A Lexus EV SUV is coming!
Being part of Toyota has had advantages for Lexus as a brand, with its parent company committing to a diversified propulsion strategy early on in the new energy movement. This decision has served the brands well amid the mass backtracking by many European and American brands from an all-electric to a more pragmatic multi-prong propulsion approach that includes petrol, diesel, hybrid, and electric. With this in mind, the brand confirmed its first full electric SUV is headed to SA, the RZ.
Electric models similar to the RZ:
Toyota bZ4X: This model shares the same platform, but the bZ4X is slightly shorter and not as wide.
Subaru Solterra: The Solterra is built on the same platform as the Lexus RZ and Toyota bZ4X, making it very similar in size.
Tesla Model Y: The Model Y is a key rival in the electric SUV segment and has a very similar overall size, though it's known for having a large boot.
Audi Q4 e-tron / Audi Q4 Sportback e-tron: These Audi electric SUVs are comparable in size with the RZ.
Kia EV6: The EV6 is another electric crossover with a close size match.
Ford Mustang Mach-E: The Mach-E is also a mid-size electric SUV often compared to the RZ 450e.
