Lexus' New Crossover Reveals The Company's Big Ambitions

This month, Lexus revealed the NX, an all-new model that encapsulates three of the brand's most important efforts to remain a big player in the increasingly competitive luxury market.

The NX is the brand's first entry into the red-hot small crossover segment. It's the first Lexus with a turbocharged engine, and the latest step in a years-long effort to make cars that appeal to drivers' sense of style.

Jumping Into A Red-Hot Segment

The SUV and crossover market is "bread and butter to us," Lexus Corporate Manger Brian Bolain told Business Insider at the New York Auto Show last week. But the cars have been mostly popular among Americans.

"For such a long time, it was a specifically U.S. phenomenon," Bolain said. Now, "there's just suddenly an immense desire for small crossovers." This "is probably the first time I remember seeing one segment on fire globally, at an equal pace ... across Europe, across Asia, across North America."

So it's no surprise the competition will be fierce. By Jalopnik's count, 20 crossover models and concept debuted at the Beijing Auto Show this week. A bunch more had their coming out parties at the New York show.

More Power, Less Fuel

The all-new NX is not only the first small crossover from Lexus, it's the first time the brand has offered a turbocharged engine. Turbos have picked up in popularity in recent years thanks to their ability to deliver more power along with improved fuel efficiency.