Lexus expands European presence; To be introduced in Turkey

Lexus has just announced that it will extend its presence to a new market in Europe with the launch of the brand in Turkey. The Japanese luxury brand is planning to set up shops in Turkey later this year.

The company will commence operations with a new showroom in Istanbul first, with plans to expand further in the coming years. Lexus says it aims to be a significant player in the Turkish premium automotive market with a competitively priced line-up.

Alain Uyttenhoven, Head of Lexus Europe, says, “We expect the Turkish automotive premium market to grow from about 80,000 units this year to more than 100,000 units in the near future. This puts Turkey in the top 7 in Europe. We are therefore extremely happy to launch Lexus in this strategic emerging market, together with our partner, Toyota Turkey Marketing and Sales.”

Given how popular Audi, Mercedes and BMW are in many European markets including Turkey, Lexus will have its work cut out in establishing itself as a formidable rival to the German trio.