With New Models, Lexus Targets Share Gain

With industry new-vehicle sales falling 18.0% in the U.S. in 2008, and most forecasters this year calling for more of the same — or worse — not many auto executives appear as confident and upbeat about 2009 as Lexus General Manager Mark Templin.

“We're really excited about this year,” Templin says in an interview, pointing to the launch of three core products in 2009, including a revamped RX cross/utility vehicle due in February, the IS convertible slated for spring and the new HS 250h hybrid-electric vehicle that should hit the U.S. market this summer.

“There's always something fun to talk about (in 2009),” he says.

Templin won't predict volumes for this year because of the continued uncertainty, but he does say he expects Lexus to gain share in the U.S. “We'll try to make sure we're growing share whatever (the market) turns out to be,” he says.

Lexus sales totaled 260,087 units in the U.S. last year, a 21.0% drop from 2007. And though the brand was able to maintain its 2.0% industry share, Templin says he was shocked by how much the stumbling economy impacted the luxury-vehicle sector.

Dealers are handwringing over the current sales environment, but they continue to show faith in the brand, Templin contends, adding “nearly all of them” are profitable.