Toyota's premium vehicle brand Lexus has set itself a target of achieving 60,000 European sales by the end of the decade – an ambitious target compared to current targeted sales of 20,000, half of which are accounted for by the UK market.

Lexus' European CEO Stuart McCullough, told the Wall St. Journal last week that the Lexus brand, initially developed to compete with German premium brands in the US, must now adapt its models for Europe, in which Germany, Europe's largest market and home to Lexus' key competitors, was the key.