Japanese giants Lexus are currently experiencing their worst sales period in their 20 year history, yet they aim to combat this slump by selling 25,000 new Lexus hybrid vehicles a year in the US alone as they really do believe in their product.
They have it all to do though as due to the rapid decrease in US gasoline prices, demand for hybrid vehicles - powered by an electric motor and a gas or diesel engine - has obviously dipped.
This isn't good news for Lexus, or indeed their parent company, Toyota, who pioneered hybrid technology with the first mass produced hybrid vehicle, the Toyota Prius - along with the Lexus marque, the Japanese giants have seven hybrid vehicles on the market.
Of course, Lexus should be praised for continuing their pursuit of eco-friendly perfection, and let's hope for the good of the globe that more people revert to greener cars, but with the current economic downturn, many people have more pressing priorities in terms of expenditure.
Buying a new Lexus is not at the top of most peoples' priorities list, many UK buyers in a position to take advantage of the new Government scrappage scheme will be looking at lower end vehicles, though sales predictions of new Lexus vehicles are relatively high in other countries as well as the US.
Hybrid vehicle sales are on the increase in Japan - a notoriously difficult market to make any headway in over the last 20 years - and with two new Lexus hybrid vehicles entering the market, they will most certainly appeal to the higher end of the market
One thing is for sure though, if the economy begins to pick up, both in the UK and especially in the US, the new Lexus hybrid models will be a popular choice with those seeking an eco-friendly, yet luxurious and stylish vehicle.
The aim of Lexus to combine their engineering and design expertise with the latest in hybrid technology looks sure to prove a winner, even if the sales target of 25,000 units seems a bit steep given the current market conditions.
With this combination of motor design excellence, Lexus will have no problem riding the current economic storm and look set to lead the hybrid revolution - something that must be embraced for the good of the planets in years to come.
Thomas Pretty is a motoring journalist with many years of experience writing about the car industry. Find out more about new Lexus at http://www.inchcapelexus.co.uk/
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