Toyota Motor Europe (TME) will use this month’s Istanbul motor show to launch the Lexus brand in Turkey ahead of the start of sales in the fourth quarter.

TME will commence the roll out of its luxury brand at a slow pace, with just the one showroom opening in Istanbul. However, the division says it intends “to expand further [sic] in the coming years”.

Alain Uyttenhoven, Head of Lexus Europe, said: “We expect the Turkish automotive premium market to grow from about 80,000 units this year to more than 100,000 units in the near future. This puts Turkey in the top 7 in Europe. We are therefore extremely happy to launch Lexus in this strategic emerging market, together with our partner, Toyota Turkey Marketing and Sales.”

Operations of Lexus in Turkey will be managed by ALJ’s subsidiary, Toyota Türkiye Pazarlama ve Satis A.S.