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José Ramón Alonso Trigueros
Lunes, 13 de enero 2025, 12:20
The automotive company Lexus has concluded the year 2024 as "the best year" in its history in Spain after registering 9,000 vehicles and achieving a market share of 4.7%, figures that set records for the brand in our country.
Mar Pieltain, General Director of Lexus in Spain, highlighted that "the brand is in a strong moment, as demonstrated by the numbers." To illustrate this, beyond sales, she pointed out that visits to dealerships have increased by 70% and visits to the company's website by 80%.
During the meeting with the media, Pieltain also emphasized the "considerable growth" recorded in other business areas, such as finance, leasing, and insurance associated with the brand.
These figures, as she explained, are the result of the multi-technology strategy that the company has advocated for years and which, in her opinion, has proven to be "solid and successful" in its approach and its ability to adapt to customer needs.
Among the most notable models of 2024, the General Director pointed to the Lexus LBX as the main highlight of the year. This compact SUV, representing the brand's first foray into the B segment, exceeded the initial target of 3,000 units sold after its launch in April. "It is a car that has brought us a lot of joy and has enormous potential that we will continue to see next year," she stated.
On the other hand, the Lexus NX has maintained its position as the most demanded model in the range and is the best-selling Lexus in Spain last year with 3,500 units registered. "Generation after generation, the NX continues to demonstrate its strength and the strong demand from consumers," Pieltain emphasized.
"We have a completely renewed range that covers all segments and all market demand, from small models like the LBX to more representative ones like the LM," Pieltain concluded.
Looking ahead to the year that has just begun, Lexus aims to maintain its growth and surpass the figure of 9,000 units registered in 2024. This is despite the uncertainties of the sector and the regulatory challenges that the coming year presents. "I am optimistic every day of the year, although we are fully aware of the sector's demands," Pieltain stated, noting that the brand's multi-technology strategy will be its "wild card to face 2025 with calm and confidence."
In this vein, the company will continue to bet on its core of hybrid models while strengthening its offer in plug-in hybrid and electric technologies "organically." Additionally, it will focus on activating new internal levers and improving the customer experience, an aspect that remains "Lexus's utmost obsession."
In parallel, Lexus will strengthen its presence in areas beyond automotive, with a focus on areas such as design, art, and the sponsorship of sporting events. Among the planned initiatives, its participation in the Conde de Godó tennis tournament and the ARCO 2025 art fair stand out.
During the meeting with the media, Pieltain took the opportunity to announce the promotion of Aurelio García, who until now was the marketing director of Lexus Spain, to the same position at the European level.
His position in the Spanish structure will be filled by Sergio Bispo as the new General Director of Marketing in Spain, a new role that unifies the areas of communication, marketing, and product.
During the meeting, Bispo acknowledged that taking on this new position represents "a very high challenge," highlighting that his predecessor, Aurelio García, "has set the bar very high." Nevertheless, he expressed confidence and "great happiness" for having "the best team" and a trajectory that has placed Lexus "in a fantastic moment."
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