Toyota Challenges European Luxury Autos in Home Market

26 September 2006

TOKYO: In reversal of the usual scenario, Toyota is seeking to repel Western invaders in its Japanese home market, where European luxury automakers rule the top-end roost.

This week the globe's second largest automaker launched its new flagship 4.6-liter, V-8 powered Lexus LS460 sedan, offered with a tax-inclusive price tag of ¥7.7 million ($66.1k; €51.67k; £34.8k).

It sharply undercuts the Mercedes-Benz S-Class and BMW's 7 Series, which sell in Nippon for between ¥11m and ¥14m.

Data sourced from Asahi Shimbun Online; additional content by WARC staff