Lexus is relying on CT200h to double sales in Europe

Article by Christian Andrei, on March 25, 2011

Lexus is relying on the CT200h to capture the market and double the brand’s sales in Europe. Most Lexus vehicles are too large for European roads and are simply too expensive but the CT has been ideally packaged and priced to attract younger European buyers. It also has low emissions figures, enabling buyers to be exempted from most of the taxes levied on the car’s rivals.

Sales of the CT200h have yet to hit full swing but the rate of orders being placed by local importers indicate that it will be a hit.

Dutch news­pa­per De Telegraaf said that Lexus Netherlands received 1,000 orders for the vehicle. This is lower than the 1,500 units that Lexus seeks to sell this year but it is a big rise when compared to the sales in 2010 of all Lexus models in that country totaling to only 700 units.

With the Lexus CT 200h, the brand is officially introducing its first, if not only, fully hybrid vehicle that is expected to become part of the premium compact class. This new model is not only a full hybrid hatchback but is also a five-door compact car. This makes it a new gateway to the brand as the CT 200h gives a look into the unique combination of high technology, sophistication, and quality, seen for the first time in this segment. With this, the brand hopes to be able entice a younger set of customers.

In particular, the CT 200h was designed and then developed specifically for the European market. This is the reason why its packaging, the use of full hybrid technology, and the ultra-low emissions, are able to meet the preferences of its customer base composed of individuals who are highly discerning, young, more importantly, environmentally aware. Even then, this vehicle does not sacrifice the driving pleasure and refinement that this luxury brand is known for.

In addition to being part a quiet revolution, the CT 200h best exemplifies the fusion of the five significant attributes that Lexus has been known to deliver to customers which includes a one-of-a-kind experience when it comes to premium compact motoring.

This includes having a distinct driving character; exhibiting an elegant yet dynamic style present in the latest incarnation of the brand’s L-finesse design philosophy; unparalleled quality when it comes to manufacturing and the attention to detail; the Lexus Hybrid Drive and its customized Energy Management System; and finally the well-known customer service that is the core of owning a Lexus.

The Lexus Hybrid Drive system equipped inside the CT 200h in particular, has been created with the express goal of being able to meet even the most stringent of development standards. These standards are so unique that it has in excess of 500 items that place strict guidelines when it comes to increasing both the dynamic performance and the environmental aspect of this new full hybrid to new heights.

Then there is the Lexus MUSTs which are able to set NVH standards in order to attain a different level of durability and quietness that one expects from a Lexus. These standards are even applicable to static factors like the sensitivity of the controls, sound quality, appearance, tactile quality, and performance.

When it comes to the CT 200h, it is clear that it has been designed to provide drivers with a unique choice in this segment as it relates to the Relaxing and Dynamic driving moods. This was made possible by integrating a number of exclusive engineer applications to the chassis, body, and even the Lexus Hybrid Drive powertrain control system.

In order to make sure that a high-rigidity bodyshell would have a center of gravity that was as low as possible, the brand utilized a double wishbone rear suspension and a distinct lateral performance damper system. This resulted in a driving experience that is exhibited by having the ride comfort, agility, precise and smooth handling, and high speed stability expected from any of the brand’s models.

This unique dynamic driving experience is strengthened even further by focusing on the driver’s environment. As such, while the interior of the Lexus CT 200h clearly makes use of a spacious, elegant, and efficient design, there is also an ergonomic and low ideal driving position. By being able to combine a sporting dynamism with refined elegance, this makes the CT 200h a new symbol of the brand’s L-finesse design philosophy.

Using a new Lexus design on the front, its sweeping lines give an appearance that is as if wind is flowing above and around its bodywork. There is also the wide track sense that is more purposeful, making this full hybrid model the best example of compact power and precision.

The Lexus CT 200h is being manufactured at Toyota Motor Kyushu where its Kokura facility first began to operate in 2008 as the first factory to solely produce hybrid units. At present, this facility continues to have the highest possible standards when it comes to manufacturing quality and this was achieved by combining the excellent skills of the brand’s master craftsmen and the high-level fusion of advanced production technology.

Lexus, as a brand, has long been known in the industry to have the best dealer network as well as excellent quality customer service. That the brand has outstanding standards of customer care cannot be denied given the different awards that the brand has received around the world since it was launched in 1990.

Topics: lexus, lexus ct, sales, europe

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