Lexus Has a 'Young People Problem'

Lexus buyers are very old. The majority also earn less than the average luxury buyer.

Photo by: Lexus

By: Anthony Alaniz

Apr 14, 2025 at 1:43pm ET

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Automakers love to tout their young buyer bases. A few years ago, Dodge claimed it had the youngest customers in the business. In March, Ferrari said that 40 percent of its new clients were under 40. Companies want to appear hip and cool, and many don’t want to muck up the brand’s identity with showrooms full of soon-to-be retirees.

That might be hard for Lexus. A new report from S&P Global Mobility comparing Lexus, BMW, and Mercedes-Benz buyers revealed some stark demographic differences, like age. Recent Lexus buyers are old—57.6 years on average. According to the study, using data from October 2024 to January 2025, the average luxury buyer is 54 years old. On average, Mercedes buyers are 55.7 years old, while BMW customers are 54.3 years old.

Photo by: Lexus

The study also revealed how much Lexus buyers earned in household income. They’re poorer than average, with nearly 47 percent making under $150,000. BMW had the highest percentage of wealthy earners, with almost 65 percent of households earning $150,000 or more on average.

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Nevertheless, Lexus’s older buyers seem eager to spend their hard-earned cash. Sales for the brand were up 5.8 percent through the first three months of the year, which resulted in the brand’s best first quarter ever. It followed Lexus having a record-breaking 2024, with the automaker achieving its best sales year in its history. Maybe age isn’t everything.

On a different demographic note, more women bought Lexus vehicles than men in recent months. S&P’s report found that 50.4 percent of buyers were women, despite them only making up 40.6 percent of all luxury buyers on average. For comparison, just over 61 percent of BMW buyers were men—1.9 percent above the average.