Franlin emphasized the brand's policy regarding its suite of safety technologies across all equipment levels.
"We've always offered Lexus safety system as standard in the vehicle. We believe it shouldn't be an optional extra," said Franlin.
"We think everyone should have access to the driver assistance and safety technologies, and it shouldn't be an additional premium regardless of which grade they're choosing," he added.
Highlighting focus areas based on driver input, Franlin noted key cabin and technology upgrades.
"Oh, a huge amount. So ES has improved along those eight generations.
It's always been showcasing the highest levels of Lexus innovation," said Franlin.
"It's highly regarded for comfort, quality and refinement.
But the areas we wanted to focus on, which we saw could be improved, were performance, infotainment, and then connectivity as well," he added.
"So, a lot of what I've talked about today is that new multimedia screen, the new combi-meter, the new steering wheel design, and increased speed of connection to our Lexus Link app - it's now four times faster," said Franlin.
Regarding why buyers would consider the new executive sedan, Franlin outlined the ownership package and passenger orientation.
"I think someone should buy the ES because it mixes comfort, refinement, and reliability - all things you'd expect from Lexus," said Franlin.
"It's designed with the design principles of Omotenashi anticipating the needs of the driver. But in this case, the passenger as well.
It's a very luxurious environment to be in," he added.
