MORE Lexus high-performance sports models can be expected in the near future and it will be more than just that the Japanese luxury carmaker wants to make faster cars - the goal is to inject more emotion into the marque.

Lexus is the luxury division of Toyota which is currently the world's second largest vehicle maker, only just behind General Motors of the US - in the first nine months of 2007, GM sold 7.06 million vehicles versus Toyota's 7.05 million.

However, critics say that while the Lexus models that roll off the assembly line may be luxurious and well made, they don't always look desirable enough.

The Japanese company does not entirely disagree. 'Yes, we feel we understand that both Toyota and Lexus are weak in their emotional, some say sexy, image. We understand that type of comment,' Toyota Motor Corp executive vice-president Tokuichi Uranishi said in an exclusive interview recently in Tokyo.

So how does Lexus plan to overcome this weakness? Can emotion be expressed through styling and design?

'Emotion may be created by styling but the most effective way is to have a high-performance sports version,' says Mr Uranishi, who is in charge of Toyota's global planning operations for overseas markets in the United States, Europe, Africa, China, Oceania and the Middle East.

Super model: The high-performance Lexus IS F boasts 505 Newton-metres of torque as well as the requisite power and body modifications to take on the highly tuned versions of Mercedes-Benz and BMW cars

One such high-performance model is the Lexus IS F, which had its premiere in Japan at last month's Tokyo Motor Show. This front-engine and rear-wheel-drive compact sedan is based on the popular IS series but boasts a newly developed five-litre V8 engine with an eight-speed automatic transmission.

With 423 horsepower and a whopping 505 Newton-metres of torque, it has the requisite power and body modifications to take on the highly tuned versions of Mercedes-Benz and BMW cars.

But why is it only now that Lexus has been able to come up with an alternative to Germany's AMG and M cars?

'Unfortunately, we dropped sporty vehicles because of the previous limitation of engineering resources,' explains Mr Uranishi in fluent English. 'But now we are trying very hard to introduce these emotional vehicles not only for Lexus but Toyota.'

A big hint of what else is to come was seen in the Lexus LF-A sports car concept, which was also shown at the Tokyo show.

This 'premium two-seater sports car' represents the 'new' Lexus driving performance through 'cutting-edge driving technology'.

It has a 'high-performance V10 engine (up to 5.0 litres) and a body made of light yet sturdy carbon-fibre-reinforced plastic (CFRP) combine to provide unprecedented driving performance'.

As for the criticism that the Lexus brand lacks heritage compared to its German counterparts (the Lexus brand was launched in 1989), Mr Uranishi says the issue is important 'depending on the market'.

'We have a long way to go, especially in the European market,' he says. 'But in the US, it is a different situation. Lexus is recognised as a premium brand.'

Lexus has been America's best-selling luxury brand for the past seven years. Last year, out of worldwide sales of 475,000 cars, 68 per cent or more than 322,000 units were sold in the US.

The marque is equally well recognised in Asia, adds Mr Uranishi.

'Russia and China were aware of the Lexus brand before we introduced it, because of the strong influence of the US. So it is much easier there for us than in Europe,' he says.

But things are slowly changing. 'Europe is the latest market to establish a brand image equal to BMW and Mercedes-Benz,' says Mr Uranishi.

He adds that one important factor which will help propel the Lexus brand image further forward is its petrol-electric hybrid drive system.

The company has always said that the Lexus hybrid drive is the marque's DNA. It maintains that the key difference for Lexus car buyers is that they can experience luxury and performance, and still protect the environment because of hybrid technology.

'After the introduction of the hybrid versions of Lexus in Europe, we can differentiate from existing German brands with our advanced technology,' says Mr Uranishi.