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Lexus Announces Ultra-Luxury Sports Yacht to Catch Mercedes

  • Toyota’s luxury marque to sell 65-foot yachts from 2019
  • Lexus is trying to reinvent itself as a lifestyle brand
Bloomberg business news
Toyota unveils new yacht
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Lexus thinks it finally has a way to catch up with Mercedes in luxury-car sales: go into the high-end boat business.

Toyota Motor Corp.’s premium brand plans to start selling a 65-foot (20-meter) ultra-luxury yacht in the U.S. in the second half of next year. The vessel, announced at a boat show last week in Yokohama, will have room for 15 guests, three bedrooms with their own washrooms, plus separate quarters for crew. Executive Vice President Shigeki Tomoyama wouldn’t reveal the boat’s price, but said it will be comparable to others in its class. (Sunseeker’s 66-foot Manhattan goes for about $3 million.)