While it's too early for a proper evaluation of the pricing, early signs are positive. Moore said the NX hybrid accounted for about 13 percent of all NX sales in January compared with 7 percent in January of 2017.
The pricing strategy applies to the NX, RX, new LC coupe and redesigned 2018 LS sedan for now.
Lexus took advantage of updates to the NX, the launch of a three-row RX L and the new LC/LS platform to roll out the pricing. It does not apply to the ES sedan, Lexus' No. 3-selling model, but "we'll see how that unfolds," Moore said.
The ES is up for a major redesign this year following the January unveiling of the re-engineered Toyota Avalon, with which it shares a platform.
The $4,510 premium for the LC and LS hybrids compares with the more than $45,000 premium for the 2017 LS hybrid, which was special order only. LC prices carry over from last year.
The logic of creating hybrid versions of a performance-oriented coupe and sporty sedan is to offer a compelling experience without making too many sacrifices.
The LC500h with a V-6 engine and electric motors is a step slower than the LC500 with a gasoline V-8, but "it really is shocking how fast that car is and how well it drives," Moore said.
Indeed, some of the hybrids outperform their gasoline-engine counterparts, such as the RX450h, which has 308 hp compared with the gasoline-only RX350 with 295 horses.
The more powerful hybrid motor could be popular in the longer, three-row RX L. The price premium for the RX450hL over its awd gasoline counterpart is $1,550.
The RX L hybrid is expected to be rated by the EPA at about 30 mpg combined, compared with the gasoline engine's 21 mpg.