Lexus Projects 12,000 CT 200h Sales a Year

Not a whole lot has been happening at Lexus lately here in the United States. The most recent campaigns have centered around the IS Convertible and HS 250h hybrid.

Based on the Toyota Corolla, we never have been big fans. Apparently, the marketplace isn't either. Billed as the world's first dedicated luxury hybrid, Lexus expected the HS to help growth with a younger demographic to the tune of 25,000 units a year.

At only around 2,000 units per month, with aggressive pricing that seemed like an easy goal to reach and even exceed. We guess not as the final figure will be closer to 10,000 by the end of this year.

With the flop of the HS in mind, Lexus is setting even more conservative goals for the new CT 200h hybrid, according to Ward's Automotive. This time it is set at 12,000 a year,  just 1,000 cars a month, which again seems like the bar is set so low in order to claim a sales success. However, with the marketplace's tepid response to the HS and a historic aversion to hatchbacks, the CT posting good numbers is far from a certainty.

Interestingly, Brian Bolain, Lexus national advertising and marketing manager, did a little bit of ragging on the HS when talking about the CT: “Whether you love or hate the way the HS looks, it’s just another 3-box sedan,” Bolain says. “It has not differentiated itself visually for people. For someone who wants to make a statement, (the) HS doesn’t quite get them where they need to be.”

The CT is certainly different - but will that be enough? Lexus is counting on Gen X and Y buyers to drive purchases of the CT hatchback. This segment of buyers has a rising demographic of incomes above $100,000 and Lexus says its research indicates 50-60% of buyers will be men, with three-quarters new to the brand. This is apparently driven by an emphasis on offering a sporty driving experience.

We highly doubt sales will be driven by that, as the word sporty doesn't have much place in a car with a 0-60 time of 9.8 seconds. The car is powered by a 1.8-liter VVT-i Atkinson-cyle four-cylinder engine making 134 horsepower when combined with an electric motor.