By Leftlane Staff
Thursday, Feb 16th, 2006 @ 9:10 am

Toyota rolled out the Lexus marque to fend off European competitors in Japan. But so far the results have been less than impressive, reports BusinessWeek. Through Dec. 31, only 10,300 Lexus were sold in Japan — considerably short of Toyota’s target of 20,000. Apparently, Americans aren’t the only ones biased against their respective domestic brands. Many Japanese customers are turning to European brands in favor of their home-frown luxury models. “Japanese consumers are highly brand-conscious,” says Tatsuo Yoshida, an analyst at Merrill Lynch (MER) in Tokyo. “If the goal [of Lexus in Japan] is to be a true luxury brand up against European premium brands, it won’t be an easy task.”

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