Mercedes Benz, BMW overtakes it.

Big red bows and the “December to Remember” tagline of year-end Lexus ads have become as much a part of the holiday season as lawn ornaments and tacky sweaters. But the upscale brand had less to celebrate last year in the U.S., with sales flat and few new vehicles to showcase.

Thirty years after its debut shocked established German automakers, demand for Toyota Motor Corp.’s luxury brand has stalled, with sales on track to trail BMW AG and Daimler AG’s Mercedes-Benz. Once the unquestioned leader of the pack, it hasn’t taken the top slot in the U.S. since 2010. Its market share of 13% is down from a peak of 18.2% a decade ago, according to car-shopping researcher Edmunds.


Lexus’s 30th anniversary brake-tap is a reflection of its aging vehicle lineup, increased competition and an inability to keep pace with American buyers’ growing demand for larger sport utility vehicles. Two of its SUVs haven’t undergone a full model change in a decade, and the addition of a cramped three-row option to its popular RX model in late 2017 hasn’t won over as many cross-shoppers as hoped.

“Lexus has lost some of its luster,” said Jake Fisher, senior director of auto testing at Consumer Reports, who points to gains by rivals such as Hyundai Motors Co.’s Genesis brand. “Genesis is taking that baton. They are what Lexus used to be: affordable, comfy and stress-free.”

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Naija people are having heart palpitations. their beloved Toyo.

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