A name on a Lexus HS 250 h hybrid plate is seen at the Chicago Auto show on February 10, 2010.
Credit: Reuters/John GressBy Rick PopelyCHICAGO. SAT July 9, 2011 2: 11 am EDT
Toyota Motor Corp. (7203.T) to CHICAGO (Reuters) - Lexus brand will end its series of 11 years as the luxury brand top in the US market due to the loss of sales following the earthquake in the Japan and tsunami, said Mark Templin, Lexus Division General Manager.
Templin said sales in the United States Lexus fall 17% to about 190,000 vehicles in 2011.
The United States are the largest market for Lexus.
All the models Lexus, except the RX 350 crossover sport utility vehicle, are manufactured in the Japan.
Templin, has said the plant in Cambridge, Ontario, which makes the RX 350 will be back to full capacity in September.
Most of Japanese plants assemble the Lexus models have already returned full strength.
However, the RX 450 h hybrid SUV will be in full production until October. The hybrid is generally 15-20% of the sales of RX in the US market.
The United States the Lexus sales dropped 38% in June as traders failed to key products. At the end of the month, dealers were approximately half of their normal stock.
"June was at the bottom of the pit, and we turned the corner." We see the rest of the year is much better for us, "Templin said, speaking to journalists at a Lexus media event in Chicago."
Sales of Lexus dropped 18 percent in the first half of 2011 88,010 and German rivals BMW (ATM.)(DE) and Daimler AG (DAIGn.DE) has entered by Mercedes-Benz.
BMW sales increased by 13% to 113,705, and Mercedes-Benz rose by 7 per cent to 110,926. If the results of full year 2011 end as expected, it would be the first time that BMW has rewarded Lexus in the United States since 1997.
Contentée Templin the importance of the loss of the Crown in sales of luxury, and when asked if Lexus can regain first place in 2012, he said.
If we're no. 1 or not, I Don ' t care. We have never focused on that. Because someone else is selling more cars that we will we change our plan mid-year. »
SYNDROME OF BUICK?
Industry analyst Aaron Bragman of automotive Insight IHS said Friday the doldrums to Lexus goes further than the shortage of vehicles. It was suggested that Lexus may suffer stigma even as General Motors Co (GM.)(N) mark during the last decades Buick: car for the elderly.
Bragman said that it would be "a challenge" for Lexus reclaim No. 1 luxury sales in 2012, even with a production full because its range is not as appealing was once, and it relies heavily on the two models, the RX 350 and ES 350 sedan, a spin off of the Toyota Camry.
The RX so far this year represents 45% of sales to the Lexus United States and sedan ES 19 per cent.
"Such as Toyota, they have lost their momentum." They have a buyer of aging basic and many of their dealers are afraid, they become the next Buick. "Their new products have not resonated with younger buyers".
Age median buyer for Lexus is mid-1950s, and Templin said it was comfortable with that because it is a result of high fidelity.
The sportier models, as the sedan and hybrid sedan from CT attract young owners, said Templin.
(Edited by Bernie Woodall; editing by Carol Bishopric)
(This story has been corrected to display the name of hybrid model from Lexus RX 450 h.) Also adjusts citation to show that June was the "bottom of the hollow".)
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