Lexus launches first "dedicated luxury hybrid"

The words "green" and "luxury" have not always been comfortable bedfellows, but now Toyota is seeking to challenge the perception that high-end products will always struggle to be environmentally friendly with the launch of what it claims is the world's first dedicated luxury hybrid.

Following up the success of its Prius hybrid model – which found favour with Hollywood A-listers who are never overly fond of roughing it – Toyota has decided to sprinkle some green fairy dust on its high-end Lexus brand.

Launched today in Japan, the HS 250H – with HS standing for "harmonious sedan " – features not only an energy efficient hybrid engine, but also liberal use of so-called eco-plastics made from organic material in its interior and a satellite navigation system designed to help drivers engage in greener motoring practices.

Other automakers have launched high-end hybrids – Mercedes recently launched a hybrid version of its popular S-Class – but Toyota claims it is the only company to create a hybrid-only luxury car range with the HS.

Although the HS has only been launched in Japan so far, and will not be available in the US until September, Toyota has already begun the marketing drive in the states.

At a recent event to introduce the vehicle, US Lexus Group general manager Mark Templin was keen to spell out the progress that the car maker has made around hybrid technology. "Over the years Lexus has gone from question mark to benchmark-leading to a landmark series of hybrid vehicles like the one that we are debuting here today – the first-ever dedicated luxury hybrid," he said.

According to Templin, more than 60 per cent of luxury car buyers would have bought a hybrid model if one had been available on the market. He added that the HS 250H will be the most fuel efficient Lexus ever.

"While EPA numbers haven't been finalised, we expect it will offer the best MPG for any luxury car in the US – in fact its in-city MPG should be higher than the two passenger micro-car," said Templin.

Lexus also claims that up to 85 per cent of the HS model can be recycled, including the hybrid engine's batteries. "We have... made sure that the HS gives back," he said. "We have used plant-based eco-plastics in upholstery, luxury trim and trunk panels as well as foam and injected parts – in total 30 per cent of the interior and cargo area uses eco-plastics."

The HS also features a navigation system known as Harmonious Driving Navigator, which tracks how efficiently the vehicle is driven and even awards points to the greenest drivers that can be converted into charitable donations. "This system creates a fun way to encourage drivers to drive in an environmentally considerate way," Toyota said.

The launch came as Toyota's arch rival Honda this week revealed further details about plans to expand its own burgeoning hybrid line.

The company's newly appointed chief executive, Takanobu Ito, said that hybrid technology remains central to the company's long-term plans, adding that it was preparing to launch a hybrid sports car, the CR-Z early next year. "I think everyone is going to go the way of hybrids," he said at a event in Japan.