Lexus LS600H vs Hyundai Ioniq

What's the difference?

Almost 30 years after Lexus launched its original LS flagship sedan, the fifth generation of the car has arrived in Australia in what appears to be the brand’s never-ending battle to hunt down and beat Mercedes-Benz, BMW and Audi at their own game.

In some markets it looks as though Lexus is making headway. In the United States last year Mercedes-Benz was the best-selling luxury brand, followed by BMW and then Lexus. To give you even more insight, 50 per cent of all Lexus sales globally are in the US.

The story is different in Australia, with Lexus hardly a threat to the big three Germans, selling about a third less each month.

The Lexus LS is the Japanese prestige brand’s flagship and comes with a price that nudges up against formidable rivals. There’s the Mercedes-Benz S-Class, BMW 7 Series and Audi’s A8. Only the best cars from a few of the best brands in the world – no pressure, Lexus.

This may even be a reason to buy one – in that it’s not one of the traditional three. You could see Lexus as the popular underdog that in some ways does a better job than the usual suspects. A people’s favourite perhaps?

Just look at how often it’s mentioned in songs. According to lyrics.com.au the word Lexus has been used in 873 songs. Meanwhile Mercedes Benz appears in 500, Audi in 402 and BMW in 307.

With all this in mind we headed to the Australian launch to drive the LS 500 and its hybrid twin the 500h.

Hyundai's Ioniq range is nothing if not a flex in the face of Toyota.

Sure, Toyota has a dominating position in the Australian market, with its well-received range of hybrid models, but what happens after hybrid? Hyundai takes on the blocky Prius formula with not only a directly competing hybrid model, but a plug-in and a fully electric version, too.

This expansive range is as though Hyundai is trying to demonstrate it's ready for any future, near or far, and guess what, Toyota? Anything you can do; the Korean juggernaut thinks it can do better.

These cars aren't really designed to sell so much as they are offerings for early adopters, but a few years after its launch, with a host of rivals set to take it on, and an entire sub-brand based on the Ioniq just around the corner, is Hyundai's top-spec Ioniq electric  worth a look? I took one for a week to find out.