Rumormill: Could Lexus become a hybrid-only brand?
by Jonathon Ramsey on Oct 10th 2008 at 7:28PM 
This could be Japanese-only news, or just a case of bad translation, but Toyota Managing Officer Toshio Furutani has apparently told Japan's Nikkei Business News that Toyota wants every vehicle in the Lexus product line to offer a hybrid option, and that "in the medium to long term, Toyota was considering making the Lexus lineup hybrid-only."
That sounds like he could mean Lexus, period, all over the world. But our questions come from the fact that the same report said that the Nikkei listed only the LS and GS models as currently available with a hybrid option, neglecting to mention the RX. And the fact that for Lexus to offer only hybrids in the U.S. would be an eyebrow-arching brand decision. Not that there isn't anyone out there in the market for a hybrid IS-F, but would you really risk it? We'll wait for a follow-up from someone at Toyota, or we'll just assume Furutani's comments were meant for other ears than ours.
[Source: Reuters]
Reader Comments (Page 1 of 1)
Torrent 7:32PM (10/10/2008)
lmao @ IS-F Hybrid
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Temple 9:43PM (10/10/2008)
"Hybrid option" is the key word. So we may see a hybrid-IS, but I sincerely doubt an IS-Fh, or a hybrid for every variant of every model. The already have a hybrid for the RX, GS, LS, they are only missing the ES, IS, and bunch of SUVs.
Crackberry Addict 10:20PM (10/10/2008)
temple, you won me to it. common sense seems to be rare these days.
Domestic 6.0 7:48PM (10/10/2008)
http://www.netcarshow.com/nismo/2004-police_nissan_350z/
Police Z
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tankd0g 7:54PM (10/10/2008)
Why not, we all know hybrids have become status symbols, which is what the Lexus brand is. Lexus doesn't even try to pretend their hybrids are green, just that they are expensive and fast. I don't see any Prius DNA here http://www.youtube.com/watch?v=hCVGKDtQ42o&feature=related
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MajorGeek 8:43PM (10/10/2008)
I think Tankd0g sort of makes the point I was going to except for the status symbol thing. Its my belief that most cars will be hybrids of some sort over the next 10 years with lots of electric cars as well. Not much choice there. So, that would be like calling today's minivan a status symbol. Most people I know drive a minivan for its functionality only. So, if all companies end up eventually going hybrid with most models, then Lexus could be the first total luxury brand, OR they just redo the image to be the hybrid line of Toyota.
Or it was just translated wrong.
Either way, this is strange if you stop and think about it. Most of us are car buffs, were about to watch massive, massive changes to the automotive industry the likes of which no one has ever seen. I think articles like these are companies thinking aloud, floating trial baloons, etc.
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catgirlshyla 9:00PM (10/10/2008)
Howabout a Hybrid SC??
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Torrent 10:03PM (10/10/2008)
As long as it looks 100 times better than it does now, I'm fine.
fixitfixitstop 2:26PM (10/11/2008)
people care about the SC?
Darrell 11:58PM (10/10/2008)
I saw my first LS600h L (try saying that 20 times fast) on the way home and I gotta say:
1. If I didn't have a knowledge of car, I wouldn't have noticed.
2. That's the biggest thing I've ever seen move so quietly.
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jj 7:42AM (10/11/2008)
so the monster SUVs are gonna be hybrids too?
LX600h
GX450h
and the other cars in the lineup
IS300h
ES400h
and by 2011
LF-A500h
IS350hC
RX430h (2010 RX)
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P.V. 11:20AM (10/11/2008)
This sounds like a good idea, as Lexus needs something to create an image for themselves (today, being extremely well-appointed, having high-quality materials, and being extremely reliable doesn't cut it as the only things that can go for a luxury brand anymore). Correct me if I'm wrong, but I don't think Lexus will have the same brand image/snob appeal as Mercedes, its primary target. Anyway, BMW is the driver's car, Infiniti is the BMW-fighter, Acura is the tech/gimmick-filled car, and Audi is the well-appointed car that's also fun to drive.
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RayJ 1:11PM (10/11/2008)
Well it would be smart. I keep saying that Cadillac should be hybrid only with plug in options. Buick could then take over with the current Cadillac powertrains. So if Lexus moves on this I would complement them.
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Retry 7:55AM (10/12/2008)
Would ever want a dumb hibrid????
~Retry
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