Lexus is entering a new chapter in the UAE as electrification reshapes the luxury automotive market. In an exclusive interview with GearsMe, Jacques Brent, Managing Director of Al-Futtaim Lexus UAE, discusses the brand’s electric vehicle strategy, charging infrastructure, growing competition from Chinese automakers and the possibility of future Lexus SUV models.As the automotive industry accelerates its transition toward electrification, Lexus is taking a measured approach, prioritising customer choice rather than committing exclusively to battery-electric vehicles.Speaking exclusively to GearsMe following the brand’s latest launch in the UAE, Jacques Brent explained how Lexus intends to maintain its reputation for reliability, quality and long-term ownership value while introducing new electrified technologies.
Lexus Electrification: Giving Customers the Freedom to Choose
Lexus has established a strong position in the UAE hybrid market, with Brent revealing that hybrid vehicles have reached a share of more than 40% within the brand’s local sales mix.According to Brent, the transition from conventional internal combustion engines to hybrids, and now to fully electric vehicles, reflects changing customer preferences rather than a single direction that every buyer must follow.
“The customer preference from propulsion or drive modes has been changing over time,” Brent told GearsMe. He explained that Lexus has worked to electrify almost every model in its portfolio, allowing customers to choose between different powertrain technologies according to their individual requirements. Rather than pushing customers toward a particular technology, the company believes manufacturers should provide alternatives and allow the market to determine demand. For Lexus, however, electrification must not compromise the characteristics that have defined the brand for decades. Brent emphasized that electric Lexus vehicles must continue to deliver the same standards of reliability, quality and cost of ownership that customers expect from their petrol-powered and hybrid counterparts.“It may be electric, but it still delivers on all the things that Lexus stands for,” he explained. This philosophy suggests that Lexus intends to position its future electric vehicles as a natural extension of its existing luxury portfolio rather than an entirely separate product category
Charging Infrastructure: Al-Futtaim’s Charge2Moov to Support Lexus EVs
As more electric vehicles enter the UAE market, charging infrastructure remains one of the most important factors influencing customer confidence. When asked by GearsMe whether Lexus plans to invest in charging infrastructure, Brent highlighted the significant developments already taking place across the country, including government-supported initiatives. He also confirmed that Lexus will benefit from Al-Futtaim’s existing electric vehicle charging ecosystem through Charge2Moov.Within the wider Al-Futtaim Group, Charge2Moov has already established charging infrastructure supporting other automotive brands, creating an opportunity for Lexus to leverage the same network.“Charge2Moov will be our charging partner,” Brent confirmed. The partnership is particularly important for commercial customers, including the limousine sector, where Lexus has a strong presence in the UAE. Unlike private vehicle owners who may have access to home charging, commercial operators often require dedicated charging solutions capable of supporting intensive daily vehicle usage. Brent indicated that providing suitable charging solutions for these customers will be an important part of Lexus’ electric vehicle strategy.
Is the UAE Ready for More Electric Vehicles?
While the UAE continues to expand its charging network, Brent acknowledged that further infrastructure development will be necessary as electric vehicle adoption increases. When asked whether the current network could accommodate the growing number of electric vehicles entering the market, he recognized that rising demand would create a need for additional charging facilities. However, he also pointed out that a substantial proportion of electric vehicle charging is expected to take place at home.
According to Brent, estimates suggest that approximately 70% to 80% of charging will occur at residential locations.This presents a practical solution for customers living in villas or properties with dedicated parking spaces and access to private chargers.Nevertheless, apartment residents may face greater challenges, particularly where buildings do not have sufficient charging facilities.Commercial electric vehicles present another challenge, as their charging requirements depend heavily on operating routes, vehicle usage and available infrastructure.Brent’s comments highlight the importance of developing a charging ecosystem that serves different customer groups rather than relying exclusively on public charging stations.
Chinese Automakers: Is Lexus Feeling the Pressure?
The rapid expansion of Chinese automotive manufacturers across the UAE has introduced a new level of competition, particularly as several brands move beyond affordable vehicles into premium SUVs and luxury models.When GearsMe asked whether Lexus was experiencing pressure from Chinese competitors, Brent acknowledged their growing presence but suggested that the strongest impact has so far been concentrated in more affordable market segments.Nevertheless, he recognised that Chinese manufacturers are providing customers with an increasingly broad range of alternatives, including premium vehicles and large SUVs.
Some luxury buyers may consequently consider Chinese models alongside established premium brands such as Lexus.Rather than viewing this development negatively, Brent described competition as a positive force for the automotive industry.“Competition’s not a bad thing at all. It helps to lift everyone’s game,” he said.He also emphasised the longstanding presence of Lexus and Toyota in the regional market, pointing to more than 50 years of Lexus-related heritage and over 70 years of Toyota’s presence, as referenced during the interview.For Brent, the company’s established reputation, customer relationships and product quality remain important competitive advantages.He stressed that Lexus intends to continue introducing products that meet changing customer expectations while maintaining the brand’s core values.
Could Lexus Introduce a Land Cruiser-Inspired SUV?
Toward the end of the interview, GearsMe raised the possibility of future Lexus SUV products, including a model associated with the Toyota Land Cruiser.Brent acknowledged that different product alternatives are continually being considered within Toyota and Lexus.However, he declined to confirm any specific future vehicle.“There are different alternatives that are being considered, but I can’t comment on future products,” he explained. Although the response provides no confirmation of a new model, it reinforces the fact that Lexus continues to evaluate potential additions to its portfolio as customer preferences evolve.
The Future of Lexus in the UAE
The conversation with Jacques Brent reveals a clear direction for Lexus in the UAE: electrification will play an increasingly important role, but the brand does not intend to abandon customer choice or its traditional strengths.With hybrid vehicles already accounting for a significant portion of its local sales, Lexus has an established foundation from which to introduce additional battery-electric models.At the same time, Al-Futtaim’s charging ecosystem is expected to support the transition, particularly among commercial operators and customers seeking convenient charging solutions.
The growing presence of Chinese manufacturers will undoubtedly intensify competition across the UAE automotive market, including the luxury segment. However, Lexus believes its reputation for reliability, quality and ownership experience will remain central to its appeal.For Lexus, the future is not simply about replacing petrol engines with electric motors. It is about introducing new technologies while preserving the qualities that have made the brand successful.
