2025 was a year of milestones for Lexus. Hard to believe, I know, but the Toyota offshoot celebrated 35 years in Australia. Lexus (ironically an abbreviation of Luxury Exports US) passed 200,000 sales since launch. Not bad for a brand that started as a bit of a joke, but Toyota backed themselves even in years of low sales. Despite earlier models being co-badged Toyotas, Lexus now stands as a proper nameplate.
At the 2025 Japan Mobility Show, Lexus revealed a (yet another) new direction called ‘DISCOVER’—a mindset aimed at bringing back that original pioneering spirit. Most of us wouldn’t consider Lexus as pioneering; however, in many ways it was, and is. It continues to prove more reliable than its European frenemies, but its looks continue to polarise.
The numbers are in, if a little misleading. Lexus hit a record electrified sales share of 76.5 per cent. In order to understand “electrified,” you must also understand that it includes mostly hybrid sales. Fully electric Lexus models are a recent thing. That means nearly four out of every five cars leaving the showroom were HEVs, PHEVs, or BEVs. It’s a decent jump from the 74.3 per cent record set in 2024.
The NX is still the buyer darling. It’s been the top-selling Lexus for 11 years straight, making up 41.4 per cent of all sales. Most people are ditching the smelly old pump, too, with 83.2 per cent of those NX deliveries being electrified. Hold on—some of those are hybrids, so they aren’t fully ditching the pump. Since 2014, they’ve moved over 45,000 of them.
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The family-sized RX took the second spot with 2,126 deliveries. It’s a similar story there, with 84.4 per cent of buyers going for a hybrid. Lexus is clearly doubling down on the “luxury of choice” to make sure nobody gets left behind. Toyota/Lexus stubbornly refused to embrace full EV development until dragged kicking and screaming into the 21st century, so they can’t compare to fully electric brands. Has this strategy paid off? Yes, Lexus is still backed by the world’s biggest automaker, Toyota. The dealers are often co-located, but this means you get more of them. Although I did take an ailing Lexus LC500 to a Toyota dealer once. No clue! It turned out to be a dodgy fuel pump and sparked a country-wide recall. Gee, that was fun.
Even the dealerships are growing. The network now sits at over 30 locations after opening two new stand-alone (aka not with Toyota) sites and giving six others a facelift. It’s all centred around Omotenashi—the Japanese spirit of hospitality—and their Encore ownership program. That gives drivers a choice of another Lexus from time to time, special parking, special events, and concierge-like services. I wonder if anyone ever uses it?
Lexus Australia Chief Executive Jack Hobbs said: “With 35 years in Australia and over 200,000 sales, 2025 was a remarkable year. It’s great to see our electrified share hit 76.5 per cent. Our multi-pathway approach—offering BEV, PHEV, HEV, and ICE—is about giving people the luxury of choice. 2026 is looking just as busy with the new-generation ES luxury sedan and the RZ range. The ES brings next-gen battery tech, while the RZ BEV range will launch in the first half of the year. We’re especially looking forward to the RZ F Sport with steer-by-wire and virtual manual drive. 2025 was a win, and we’re carrying that momentum into 2026.”
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