By DCB Editorial, January 31, 2025
Like the enigmatic dodo before it, the Lexus LS was already a rare sight on UK roads—a species in decline due to its inability to replicate the brand heritage of the Mercedes S-Class or BMW 7 Series. Ironically, the LS is better engineered, featuring a silky smooth hybrid V8 and unmatched build quality and ride comfort. However, in the world of luxury sedans, being better than your rivals isn’t always enough. The V8 hybrid-powered Lexus LS was often dismissed by snobbish European buyers as a glorified Toyota Prius.
Sales of the Lexus LS plummeted to record lows in the UK, with just three units registered for the entirety of 2024. When the first-generation LS launched in 1990, it was hailed as a game-changer—a wake-up call to European automakers who had grown complacent. Now, however, it seems the game is over for the LS in the UK.
The entry-level price for the LS started at £101,000, several thousand pounds less than a BMW 7 Series or Mercedes S-Class. Yet the fifth-generation LS suffered from a lack of cohesive design language, and its interior design language was poorly executed. Despite offering superior engineering and reliability compared to its rivals, the LS never quite captured the imagination of European consumers, who often chose hype over dependability.
Despite its struggles in the UK, the LS remains a strong seller in the US, where buyers have long appreciated its quality. However, luxury sedan sales are declining worldwide, with brands like Lexus and its competitors feeling the pinch as buyers seek alternatives. In the US, for instance, luxury sedan customers are increasingly switching to SUVs like the Range Rover, which has outsold the combined sales of the LS, S-Class, and 7 Series.
On a final note, the removal of the Lexus LS from the UK market could also signal the arrival of the next-generation model. Speculatively, the new LS might go fully electric, although this seems unlikely given that the Toyota Group tends to favor hybrid powertrains over full EVs.
