The 2025 Lexus LX adds a hybrid powertrain for the first time in the model's history, and that's not the only big change for the new model year. Following the success of the Lexus GX Overtrail trim, the flagship LX adds its own rugged Overtrail version for the first time ever. Speaking with Cynthia Tenhouse, Vice President of Lexus Marketing, we learned that customers are already falling in love with the company's latest off-road SUVs.
"It's doing really well. It's kind of a halo within a halo," Tenhouse said of the Overtrail trims. "It's attracting attention and creating really good model and brand desire for Lexus."
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Lexus
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2024 Lexus LX
Tenhouse confirmed that the Overtrail (including Overtrail+) accounts for 25% of the product mix for the GX, and should be similarly popular for the LX. For reference, the GX sold 30,914 units in 2024 during a model changeover year (a slight decrease from 31,910 in 2023), while the LX sold 6,830 units (a slight decrease from 6,959 in 2023). "We are planning for 7,000 units [for LX in 2025], and about half of it will be the hybrid model," Tenhouse told CarBuzz. "It will be a little increase, but not huge. We like to keep the demand strong and the incentives low to have customers desiring the product."
The Overtrail Brings New Customers
2025 Lexus LX off-roading
The new LX 700h packs a twin-turbocharged V6 engine with a small 1.89 kWh battery, so it's very different from other Lexus hybrid systems that prioritize fuel economy. This creates an interesting dilemma for Tenhouse, who needs to find a unique angle to market the LX 700h to customers.
"I think the beauty of the hybrid on the LX is the off-roading capability that it offers," she said, reminding us that the Overtrail trim is only available as a hybrid, unlike the GX. "The more experiential we can be in our marketing, the better. We have Lexus Destinations with hotel partnerships and driving experiences. We are also at Overland Expo. You have to experience [the hybrid system] to really understand the difference."
"We're doing a lot of conquest ride-and-drives where we are going out and finding these younger, affluent customers that maybe haven't considered Lexus, and getting them into our product to experience it. The Range Rover is a big one; so are the BMW X7, Mercedes GLS, the [Cadillac] Escalade, and the [Lincoln] Navigator. I think our off-roading capability is very unique because we have the center, rear, and front locking differentials. And the luxury is at a different level, so it really offers the best of both worlds," she explained.
2025 Lexus LX front 3/4 static
Tenhouse mentioned that the Overtrail trim is bringing younger, more active customers to the Lexus brand. "It's bringing in new people that want something more rugged and cool, whether they're actually going to take it off-road or not. It makes it feel like this really cool vehicle. We bring together luxury sophistication along with a vehicle that can take them where they want to go."
Overtrail Is Just Getting Started, With Much More To Come
2025 Lexus LX dashboard
These new Overtrail trims feel like products decades in the making. While Toyota has been building TRD Pro trims for over a decade, dedicated off-road models are very new for Lexus. It makes us wonder where Lexus can take these products in the future based on customer demand. Could the company, for example, build something with even more capability than the existing Overtrail trims?
"I think people always want more. But I think what we are offering in a luxury space is pretty unique and one of a kind," Tenhouse answered when asked about building a more hardcore off-road vehicle. "One of the most important things we do is listen to the customers to understand and anticipate. I have not heard (anecdotally) that they're asking for more. I think they are thrilled with what we are offering."
"We'll have DIO (dealer-installed options) and port-installed options just like we did with GX Overtrail. We will be partnering with the aftermarket and bringing those to market," she added. "There's going to be pet accessories, off-road accessories, and camping equipment. I expect to see roof tents and other add-ons." Perhaps we may even see some of the accessories shown on the Surf LX Concept that was recently previewed.
Source: Lexus Overtrail SUVs Are Proving A Masterstroke
