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Lexus, the luxury arm of Japanese automobile manufacturer Toyota, had entered India in March 2017. In India, Lexus had decided to operate independently under the name Lexus India. According to auto experts, Lexus India offered a unique delivery and after-sales experience to its customers. As part of its growth strategy in India, the company had plans to penetrate the used luxury car market in India by 2024 and launch its first electric vehicle in the country by 2025. As of April 2023, luxury cars accounted for just 1% of the total car market in India, which was relatively less than that in Europe (18%), China (17%), U.S. (14%) and Japan (5%). However, there was ample scope to expand the luxury car market in India because there were multiple customer segments in the country which could be tapped into. However, the luxury car market in India was flooded with big players like Mercedes-Benz, Audi and BMW, to name a few. Secondly, the country's brutal tax structures acted as a bottleneck for the luxury car business. Against this background, could Lexus India surpass its rivals and dominate the country's luxury car market in the days ahead?