The Beijing Auto Show 2026 (Auto China 2026), held in late April, spotlights Lexus as the only luxury Japanese brand exhibiting. The main attraction at the Lexus booth is the All-New Lexus ES, featuring both electric and hybrid versions. This is a major update for the popular midsize sedan after several years. Looking at sales figures of the luxury Japanese brand in China, Lexus's popularity, and the status of Japanese luxury brands in the world's largest automotive market amid rapid changes over the past 4-5 years, let's see which Lexus model is the best seller in China.
In fact, Chinese consumers also favor luxury brands such as Audi, BMW, Mercedes-Benz, Porsche, and Lexus, which are popular among affluent buyers in China. Lexus remains one of the few brands managing to grow sales despite a decline in imported luxury car sales in China. The key model is the Lexus ES midsize sedan, the best-selling imported car in China for over nine years (since 2017), especially the hybrid version that balances luxury and fuel efficiency in big cities. Following is the Lexus RX luxury SUV, ranking second in the luxury SUV segment in 2025-2026. In China, the RX model has sometimes outsold competitors like the Mercedes-Benz GLE due to its reputation for reliability. The third-best-selling Lexus in China is the smaller Lexus NX, favored by younger families seeking a highly maneuverable compact crossover.
Regarding challenges for Japanese luxury brands in China, although Lexus is holding steady, the overall Japanese brands (Toyota, Honda, Nissan) are facing significant technological storms. The first wave has passed, but a second is coming: the transition to electric vehicles and hybrids with new technologies and diverse drivetrains.
From a technology gap perspective, most Japanese brands still focus heavily on internal combustion engines and hybrids, whereas the Chinese market is rapidly shifting to NEVs (New Energy Vehicles)—fully electric and plug-in hybrids—expected to reach 60% market share by 2025. Japanese electric vehicles are often seen as lacking the striking design and features of Chinese brands like BYD, Xiaomi, Zeekr, and Avatr. They also lag behind in software and intelligence. Chinese consumers today seek not just driving performance but smart systems that enhance convenience, such as advanced driver assistance (AD), smooth infotainment displays like smartphones, and ecosystem connectivity, areas where Chinese brands excel.
Regarding pricing wars, local Chinese brands can offer luxury-level vehicles at lower prices due to owning their battery supply chains. This forces Japanese brands to discount their prices to maintain market share, negatively impacting their premium brand image over time.
As for development speed, Chinese automakers can launch new models in about 18 months, while Japanese brands may take 3-4 years, making it difficult to keep up with rapidly changing consumer trends.
Lexus remains the last hope for Japanese premium cars in China due to its strong brand loyalty, especially in Guangdong province, where Lexus symbolizes success and refinement. The challenge ahead is whether the All-New Lexus ES (BEV), launching in 2026, can attract tech-savvy younger consumers back from Chinese brands.
Key models Lexus showcased at the event include:
1. All-New Lexus ES (The Star of the Show)
This launch is a full model change focusing on the luxury market and electric technology:
The new design features a seamless spindle grille integrated smoothly into the body, with semi-hidden door handles. The ES Electric version sold in China is lengthened by 165 mm with a wheelbase extended by 80 mm to provide extra rear legroom, emphasizing an executive and chauffeur-focused interior. This is Lexus's first fully electric (BEV) sedan, confirmed in the ES 350e and ES 500e models, with the 500e featuring the intelligent all-wheel-drive system DIRECT4.
Inside, the cabin adopts a minimalist concept, reducing physical buttons in favor of dual large touchscreens and includes a fragrance system inspired by bamboo.
Besides the new ES Electric, other models attracting media and visitor interest include:
The Lexus ES 300h hybrid, which remains a mainstay in the Chinese market with improved drivetrain tuning.
The Lexus GX rugged SUV displayed with advanced autonomous driving technology.
This year's show highlights Lexus's clear direction toward becoming a fully electrified brand, especially using the popular ES as the spearhead for the BEV market.
Technical details of the All-New Lexus ES (8th generation) officially unveiled at Beijing Auto Show 2026 emphasize the brand’s full transition to electric powertrains for the first time in the ES line.
Powertrain
BEV (100% Electric):
ES 350e features a single front-wheel-drive motor producing 221 horsepower.
ES 500e has dual motors with all-wheel drive via DIRECT4, delivering 338 horsepower.
Hybrid (HEV)
ES 350h uses a new generation 2.5L engine paired with hybrid technology, producing 244 horsepower.
Battery
A 74.7 kWh lithium-ion battery.
Supports DC fast charging from 10% to 80% in 28 minutes.
Maximum driving range is approximately 480 to 500 km (according to test standards).
Transmission
BEV uses a single-speed automatic.
Hybrid uses an electrically controlled continuously variable transmission (E-CVT).
Suspension
Front: MacPherson strut.
Rear: All-new multi-link design to accommodate battery weight and improve ride comfort.
Top trims feature Adaptive Variable Suspension (AVS).
Wheels & Tires
ES 350e comes with 19-inch aerodynamic alloy wheels.
ES 500e features 21-inch alloy wheels with Performance EV low-noise tires.
Key Technologies
Lexus Safety System+ 4.0: The latest safety suite.
Responsive Hidden Switches: Touch-sensitive buttons seamlessly integrated into the console.
14-inch infotainment touchscreen with AI voice control.
Dimensions: Approximately 5,140 mm long (165 mm longer than previous model for the long-wheelbase version in China), with a 2,950 mm wheelbase.
Estimated prices for the Chinese market show competitive pricing for the 2026 Lexus ES in the premium sedan segment.
Lexus ES 350e (Electric): Starting around 320,000 to 350,000 yuan (approximately 1.6 to 1.8 million baht, excluding Thai import taxes).
Lexus ES 500e (Electric AWD): Starting around 380,000 to 410,000 yuan (approximately 1.9 to 2.1 million baht, excluding Thai import taxes).
Lexus ES 350h (Hybrid): Starting around 290,000 yuan (approximately 1.48 million baht, excluding Thai import taxes).
Note: These prices are for the Chinese market, where tax structures differ from Thailand. Imported prices in Thailand could rise to between 3.6 and 4.5 million baht depending on market mechanisms and electric vehicle tax incentives.