In April this year, Lexus launched the new ES sedan and many of its press releases mentioned it being a ‘global flagship model’. This led Motor1.com to wonder if it meant that the LS – flagship since the brand was born in 1989 – would be retired.
When they checked with both Lexus Europe and Lexus North America, the response was that there were no plans to discontinue the LS globally. It was clarified that ‘flagship’, in Japan, refers to a core model of the brand, which the ES also is. In fact, the model – which was originally launched with the LS 400 in 1989 – has been the bestselling Lexus sedan worldwide.
Heritage Edition for US market
Five months later, Lexus has announced the LS 500 AWD Heritage Edition, and refers to it as a ‘final year tribute’ to the car that launched the brand. Only 250 units of this special edition will be offered in the US market which has always been the largest for Lexus.
Lexus doesn’t say anything about actually retiring the LS model altogether and like the ‘flagship’ term, ‘final year tribute’ could be a tribute to the current fifth generation which was launched in 2017. As always, the heritage of the Lexus, especially the LS, is something that can be drawn on for marketing purposes.
The earlier mention of not discontinuing the model globally could mean that it will still be available in other markets (but sales also stopped in the UK this year) but might be taken off the US range. This would not be surprising as sedan sales have diminished while SUV sales are high. Furthermore, the LS has been selling in smaller numbers than the Mercedes-Benz S-Class and BMW 7-Series, the two models it rivalled when it was born.
With the model already in its eighth year of production, a successor should be due. But whether it will be a LS or some other model is the subject of speculation. The latest Crown platform could become the basis for the next model, or Lexus might just make a brave leap and go fully electric.
Long experience in hybrids
Electrification is not new to Lexus as it introduced the world’s first luxury SUV – the RX400h – with a hybrid electric powertrain 20 years ago. Since then, it has also offered hybrid electric powertrains with many models, including the LS. If it goes the hybrid route, then it may be logical to use the Crown’s TNGA-K platform and accommodates plug-in hybrid electric powertrains.
The adaptation of the Crown to be a Lexus would be like a reversal of the LS400 having been called a Celsior to be sold in Japan under the Toyota brand from 1989 to 2006, before Lexus officially entered the domestic market.
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