The Toyota premium brand in recent months has suffered from numerous crises affecting the European automotive sector. This market was already not the easiest for her, as the premium class has historically been dominated by German brands. mercedes benz, Audi and BMW assured. But it has given its range a new hybrid version of the plugin in his NX SUV. Which was supposed to get help for the purchase and interest professional fleets. But the tightening of Chinese medical restrictions and drip deliveries of semiconductors dashed those hopes. The brand cannot fulfill its ordersdue to the lack of parts to complete the final assembly of their models.

Difficulties on several fronts

In the United Kingdom, one of the most important markets Production of the NX crossover is complete for 2023. Therefore, orders for this model are closed. Some groups such as Volkswagen or Stellantis found a parade in transfer your precious chips from one brand to another. In particular, to models with the largest markup. But in the case of Lexus, internal moves with Toyota could not be implemented. He obviously added to this flea crisis launching the brand in Russia. She realized there 25% of volumes in Europe ! And the loss in terms of profit is even greater. Lexus was mainly distributed there large models with a high markup, like the RX family SUV and the LS executive sedan. The difficulties arise from several sidesand 2023 will be full of challenges for the Japanese brand.

Hopes for 2023

On the Lexus side, we are positive, hoping for a improved semiconductor crisis. And above all, we are counting on a product plan that will allow us to restore orders on the Old Continent. The brand is preparing for is releasing its large electric SUV, the RZ, a twin of the Toyota bZ4X and Subaru Solterra. It will be added in the electric range to the small UX crossover, which was designed primarily for a heat engine, which actually represents technology and much less autonomy. in large SUV RXwill be equipped with a plug-in hybrid version. Which, like the NX, should be capable of facilitating sales to fleets, even to individuals thanks to state aid. So the worst seems to be over for Lexus and 2023 should mark a return to balance and color!