Omotenashi, Takumi, Experience Amazing… At Lexus, before even discussing the product, we talk about concept, philosophy, and lifestyle. What might be seen as simple marketing talk from many manufacturers seems to take on a whole new meaning within the Japanese company.
At least that’s what we were able to feel during our test drive of the new Lexus UX 300h in the Bordeaux region.
One of the best-selling Lexus models in Europe
With less than 10,000 vehicles sold each year in France, Lexus is not a heavyweight here. But is that really a problem? Established in 1989, the brand has been discreetly evolving, in the shadow of Toyota, but with definite success. At a time when most of its competitors rely on volume, the Japanese automaker wants to highlight its customer satisfaction. It’s not necessarily a bad strategy, as Lexus boasts an excellent renewal and after-sales retention rate. In other words, once you’ve owned and driven a Lexus, it’s likely difficult to switch to something else…
But since, despite everything, numbers have undeniable value, it is not complicated to find positive indicators for the brand. Especially this one: In 2023, Lexus sales increased by 74% in France. Among the reasons for this “sudden” success, the very successful launch of the small LBX which is part of a complete renewal of the range since 2022.
The UX, arrived at Lexus in 2018 : a brand new car in a brand new segment, its two letters referring to an “Urban Crossover”. Subtly restyled in the meantime, this compact SUV has established itself as one of the brand’s best-selling models in Europe. Over the period 2019-2024, its 10,500 units sold (of which 64% to professionals) make it even the most popular Lexus model in France.
The UX 300h, a car with a sense of hospitality
After getting to grips with the UX 250h in Berlin, it is in France, starting from Bordeaux, that we get to know its successor, the UX 300h. And the first contact is somewhat disconcerting, insofar as nothing changes on the exterior.
So we find this compact template, with less than 4.50m in length (which is rather large) for 1.84m wide and only 1m54 in height (and that is very little for an SUV… or a crossover). The lines are “typically Lexus” with these worked headlights and sides and this imposing trapezoidal grille. However, in a segment where more and more models seem to be roughly cut, this UX appears much more consensual than at its launch.
But, as with the previous redesign, it is inside where the changes are most numerous… and even under the hood! The UX 300h thus inherits a 199 horsepower self-recharging hybrid powertrain (15 more than the previous version) with a new 60 cell 222 V lithium-ion battery. With the e-Four all-wheel drive, the rear engine delivers a higher torque and also serves as a generator to optimize energy recovery during braking.
In the cockpit, the changes are even more apparent. Starting with the new 12.3-inch digital instrument cluster behind the steering wheel (optional), which can be paired with the Lexus Link Pro and its 12.3-inch screen also for infotainment… If the cloud-based navigation (standard) allows access to real-time road information, the built-in GPS still seems less efficient to us than Maps or Waze via Android Auto or CarPlay (wireless).
Designed as a cocoon, the interior of the new UX 300h has benefited from rigorous acoustic work. The use of new soundproofing and absorbing materials (even on the windows) allows to reduce the noise in the car by 1.7 dB and the master-artisans Takumi have once again demonstrated all their expertise to make us feel comfortably installed. From this point of view, it is a success and the UX honors the art of hospitality promoted by Lexus, the famous Omotenashi.
The Bordeaux region, the ideal playground for Lexus
If the constructor does everything possible to attract its customers and make them feel at home in the dealership, the same is true for the reception of journalists. Thus, for the test of this new UX 300h, Lexus invited us to the territories of Bordeaux, for a route of about 250 kilometers through the vineyards and around the basin of Arcachon.
The starting point of this mini road-trip, the Mondrian Les Carmes hotel, opened in 2023. More than just a hotel, the place was conceived as “a new living and experiential space at the heart of the historic Chartrons district”. With decor designed by Philippe Starck, the 97 rooms invite relaxation and disconnection. And what can be said about the tree-lined terrace, the perfect setting to enjoy the cuisine of Japanese chef Morimoto? In many ways, this Mondrian hotel perfectly embodies the spirit of Lexus… but that’s not the last surprise reserved by the manufacturer.
To learn more about its UX 300h, head to Millésima, on Quai de Paludate. This is where this large trading house stores its some 2.5 million bottles, “including a collection of large formats unique in the world”. And it is amidst thousands of wooden boxes that our dinner is served with a surprising pairing of food-wines…cars! Beyond the purely epicurean moment, each vintage offered refers to a key date for Lexus, from its creation in 1989 (a Pomerol La Croix de Gay) to its millionth vehicle sold in 2020 (Sauternes n°6 by Château d’Yquem), including its first hybrid vehicle, the RX400h in 2005 (Pauillac Château La Fleur Peyrabon). And since Omotenashi consists of anticipating the needs of its guests, Lexus even provides a blanket for the guests: essential or almost while the temperature timidly reaches 13° in this conservation place…
At this point in the experiment, all the conditions seem to be in place for the 300h UX journey to go smoothly. The next day at dawn (well, almost), we head towards Saint-Emilion; comfortably seated, the trip is made in silence, as promised. In the middle of the vineyards, the crossover doesn’t have to exert itself and displays a very reasonable fuel consumption, of the order of 4.8l/100km. After a stop at the Château Réaut which makes us want to come back for some wine tourism, the route takes us to the Landes, to Biscarosse, before a straight line return to the dune of Pilat. It’s an opportunity to discover the scars of the 2022 fires and, in a more positive way, appreciate the overtaking abilities of our small Lexus, thanks to its new engine. Even without activating the “Sport +” driving mode, the crossover responds perfectly to the accelerator pedal.
In the distance, the 104 meters of sand of the highest dune in Europe stand proudly, the announced end of our car test. A final lunch at the Co(o)rniche offers us a breathtaking view of the Atlantic, which welcomes its first swimmers of the year. Soon, they will be significantly more numerous…
In summary, our opinion on the new Lexus UX 300h
With its slogan “Experience Amazing”, Lexus promises us to “live an incredible experience”. And in fact, this promise is perfectly fulfilled at the end of this test, which allowed us to discover some beautiful gems from the Gironde department!
There’s no question of forgetting that we were there to take over a new car. And again, Lexus does not make a mistake. Or only one. This new UX 300h includes the elements that have made the success of the UX 250h by erasing most of its flaws. Living on board is much more pleasant, with more complete equipment and real comfort, with one detail: the space in the back is not huge and the trunk volume of barely 320 liters (and about 435l without the luggage cover) is smaller than that of a Sandero!
We can take comfort in knowing that efficiency is the order of the day with this fifth-generation hybrid engine, self-charging and displaying 199 horsepower. Lastly, while some will always criticise this crossover for its lack of madness, such is the “Lexus way of life”: no eccentricity, but robust pragmatism that makes this urban crossover a very interesting proposition in the premium segment, with prices ranging between 41,990€ and 60,890€ for the fully equipped F Sport Executive 4×4 version. With a few more litres in the trunk, the UX 300h would easily rival prestigious rivals such as the Audi Q3, the BMW X1 or the Mercedes GLA. As it stands, it will have to rely on other strengths to stand out; but that’s ok, it has a few up its sleeve!
