The new Lexus CT200h.
The new Lexus CT200h.

Lexus aims to make its cars sexy and exciting

INJECTING "sexy" into Lexus is high on the brand agenda.

The luxury Japanese marque resisted matching Mercedes-Benz, BMW and Audi's base model small car pricing of $35,600, maintaining the updated Lexus CT200h at $39,990.

Lexus Australia chief executive Sean Hanley was steadfast that the luxury marque was not chasing volume.

He said prestige needed to maintain a level of exclusivity, and Lexus was focused on broadening the brand strength rather than being number one on sales rankings.

"We have work to do in expanding our customer base. But we will do that through new and exciting product, great design and great customer service," he said.

"Based on the IS experience, and all of our research shows we are starting to make some good inroads.

"The car company that delivers the best customer experience, not short-term but long-term, will win the hearts of the market."

High on the agenda is building cars which excite.

He said Lexus is looking at bringing fun performance cars to Australia, along with more hybrid and F Sport variants - the latter has proved immensely popular in recent years.

But hybrid sales have also been gaining momentum. Mr Hanley said the brand is closing in on its target of 50% total sales in Australia being hybrid.

Lexus hybrids made up 42% of overall sales in the first three months of 2014.