Lexus is targeting the domestic electric vehicle market with the launch of its first all-electric sedan, the All-New ES. The company aims to leverage its established brand strength in hybrid sedans to expand into the electric vehicle segment and plans to boost sales by emphasizing price competitiveness.
On October 13, Lexus Korea held a media conference at the 'Light Theater' in Gwangjin-gu, Seoul, to officially launch the eighth-generation All-New ES.
The All-New ES is the eighth generation of the ES, which was introduced alongside the Lexus brand in 1989. Since its entry into the South Korean market in 2001, the ES has become the brand's flagship sedan. The ES 300h, launched in 2012, has established itself as a key model in the domestic premium hybrid market.
With the All-New ES, Lexus introduced the ES 350e and ES 500e, its first all-electric models, along with the ES 350h, which features a sixth-generation hybrid system. This multi-pathway strategy aims to meet diverse customer demands by offering both electric and hybrid options in its flagship sedan.
Price competitiveness is also a focal point. The ES 350e Premium is priced at 71.6 million won, which is 1.3 million won lower than the hybrid model ES 350h Premium, priced at 72.9 million won. By offering the electric vehicle at a lower price than the existing hybrid, Lexus aims to lower the entry barrier for its electrified models.
Performance and efficiency are key differentiators as well. The ES 350e is equipped with a 74.69 kWh battery, providing a combined driving range of 478 km on a single charge. The all-wheel-drive ES 500e features a Direct4 system that controls both front and rear power, delivering a combined output of 347 horsepower. The hybrid model ES 350h achieves a combined fuel efficiency of 19.4 km/L.
Lexus, known for its strength in hybrids, is now emphasizing electric vehicles through its flagship ES model, as the presence of electric vehicles in the imported car market continues to grow. In September, electric vehicles accounted for 52.1% of new registrations for imported cars. With brands like Tesla selling 12,372 units and BYD 2,614 units, Lexus aims to expand its customer base by adding electric options to its core model, the ES.
Manabu Konyama, President of Lexus Korea, stated, "The ES has established itself as a representative model of Lexus, growing alongside Korean customers for the past 25 years. The All-New ES marks a new turning point, expanding electrification options to include all-electric vehicles based on the trust we have built over the years."
* This article has been translated by AI.
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