Nobody buys a $100,000 car because they have to, but because buyers want to make a statement about who they are. The statement itself is what comes into play with the Lexus LS 600h L. On one hand, it says that the owner is rich enough to afford virtually anything, and picked the most expensive version of the LS for that reason, just like the Mercedes-Benz and BMW competition. Yet this one also makes a statement about the environment. Instead of picking a German, the buyer chose a hybrid. With fuel consumption still in the 21 mpg combined range, it’s not like the 600h will solve global warming by itself. One can also argue that the expense and materials used in the production of a $100,000-plus luxury sedan probably negates the amount of carbon saved in the tailpipe emissions. Yet, Lexus marketing says that there is a buyer looking for a low-impact ultra-luxury sedan, a group of people who have upper class money, but middle class values about environmental responsibility. We don’t want to say his name, but you can picture the personification of an LS 600h L buyer: He’s tall, speaks with a southern drawl, used to be vice president…

Deal Breakers
There are two main drawbacks to the LS 600h L. First, the potential performance advantage of its powertrain is killed outright by its added weight, leaving it about as quick as the LS 460 L that all the plebes drive. The second drawback is more intangible: Is the market ready to accept a $100,000 Lexus? It’s not a criticism of the car, as it’s objectively and subjectively just as luxurious as any of its competitors. Yet those competitors have built up to that mark over decades, not decade. It’s an old knock against Lexus, but a valid one in this case because simply introducing a premium car, calling it the best in the world and marketing it against established players isn’t enough for the highest of high rollers. Mercedes-Benz learned that when it re-introduced Maybach as a competitor to Rolls-Royce and Bentley; the British brands have sold briskly in recent years, while the Maybach has stagnated. Lexus claims it has more than 1,600 pre-orders for its biggest ticket player, and the target is 2,000 per year in the U.S. Time will tell if it continues to sell at that rate.

Competitors
There are three main ones: The Mercedes-Benz S600, the BMW 760Li, and the Audi A8 L with the W12 engine. At least, those are the ones targeted; the V8 versions of the same cars are also within striking distance. On a purely performance level they have their various advantages and disadvantages, and all are more expensive than the Lexus. They also get worse gas mileage estimates from the EPA.