Lexus stirred the pot this week by calling its next-generation Lexus ES a “global flagship model” in a teaser announcement. This kind of language sparked speculation about the fate of the LS, Lexus’s long-standing full-size luxury sedan. Could the company be preparing to retire its most historically prestigious nameplate?
Lexus ES Threatens To Take LS Flagship Status
Both the European and North American Lexus communications teams were quick to squash the rumors. “There is no intention for LS discontinuation globally,” said Patrick Scheelen, Senior Manager of Lexus Product Communications for Europe. Leigh Anne Sessions from the U.S. team added that in Japan, the term “flagship” can also mean a “core model” for the brand, not necessarily the top-tier offering. Since the ES debuted at the same time as the LS and has become one of Lexus’s best-selling models worldwide, the label makes sense—at least internally.
But while the LS may not be getting axed just yet, there’s no denying the fifth-generation sedan is showing its age. It’s been on the market since 2017, and sales numbers aren’t particularly inspiring. In 2024, Lexus sold just 2,163 LS sedans in the U.S.—a modest showing compared to rivals such as the Mercedes-Benz S-Class (8,809 units) and the BMW 7 Series (10,714 units). Only the Audi A8 sold fewer, with 1,628 units moved.
LS Died In The U.K.
In the UK, the LS is already dead. Lexus discontinued it there in 2024 after just three units were sold all year. Punctuating the decision, only 39 have sold since 2020. Regulatory hurdles and low demand helped seal its fate in that market, though the LS remains available in other parts of Europe and around the globe.
Complicating things further is the internal competition from the Lexus LM, a luxury minivan originally aimed at China but now sold in Japan, Australia, India, and select European markets. The LM, based on the Toyota Alphard/Vellfire platform, offers a plush and spacious alternative that some buyers prefer over the traditional sedan format of the LS. That shift in consumer tastes could be quietly cannibalizing LS sales without Lexus ever formally announcing a transition.
There’s also been speculation out of Japan that the LS could evolve into something more akin to the new Century SUV—Toyota’s ultra-premium flagship. But considering Lexus and Toyota already have a sprawling SUV lineup, the idea of morphing yet another sedan into a crossover feels both redundant and defeatist.
TopSpeed’s Take
For now, Lexus maintains that the LS isn’t going anywhere. However, the form it might take in the future —a traditional sedan or SUV-inspired flagship —is very much up in the air. With the luxury market continuing to favor high-riding crossovers and multipurpose vans, it’s unclear whether there’s still room for a classic full-size luxury sedan in Lexus’s future portfolio. The LS nameplate lives on—for now. But in today’s market, a name is only part of the equation.
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