Lexus: making luxury personal

The Lexus vision is a unique one. By transforming function into emotion, performance into passion and technology into imagination, the Lexus story is special.

The fundamentals of the brand are centred around craftsmanship, the customer and hospitality. Everything that Lexus does is designed around customer experience.

Lexus strives on anticipating customers’ needs, electrifying senses through the drive and technology and to make each journey more amazing than the last - this translates into ‘Making Luxury Personal’ – a brand approach that Lexus is excited about sharing with new and existing customers.

Glenn Crompton: Vice President of Lexus South Africa explains: “Real luxury is never superficial, but thoughtfully considered and gracefully delivered. It feels engaging, exhilarating, and deeply personal”.

“It’s expressed through imaginative technology that’s both effortless and intuitive. It’s ‘omotenashi’ that exceeds expectations with heartfelt hospitality. And it’s meticulous craftmanship and refined elegance that captivates the senses by making luxury personal, Lexus authentically creates happiness in motion,” adds Crompton. By making luxury personal, Lexus authentically creates happiness in motion.

The Creation Philosophy

The process begins with brave ideas and inspiration is taken from unique elements, from nature, the Japanese way of thinking, to the human experience. Lexus cultivates its ideas into visionary concepts and in the end, pioneer exceptional vehicles.

Each Lexus goes through the talented eye and care of the Takumi - the master craftspeople who spend decades honing their craft to achieve unparalleled dexterity and skill. They embrace mindful repetition to cultivate mastery at the highest level. In doing so, crafting becomes intuitive and second nature. It takes 60, 000 hours to become a Takumi.

Their imprint is imparted on every Lexus through exquisitely crafted details expressed through artisanal techniques. Inspired by the Omotenashi principle every step of the way, each detail is crafted for ultimate comfort. Harmony defines the relationship between Takumi and technology. Blending the very pinnacle of human capability with modern machinery.

Technology and Kaizen

At Lexus, the engineers are always striving for better, and in the spirit of Kaizen – the quest for continuous improvement – they are committed to reimagining automotive technology, sometimes in ways that are unexpected. The technologies found in each Lexus are developed not just to be the most advanced, they are designed around the customer – to be intelligent, intuitive and to make your driving experience better by anticipation. “Lexus continues to stay true to its heritage while looking towards the future of automotive technology, design and experiences”, states Glenn Crompton.

The Road to Carbon Neutral

Lexus is fully committed to its carbon-neutral strategy and focusing on lowering fuel emissions by taking confident steps on the path to providing realistic electrified motoring. 

By 2050, Lexus aims to achieve carbon neutrality throughout the lifecycle of its entire model line-up - from the manufacturing of materials, parts and vehicles, to vehicle logistics, to the final disposal and recycling of older vehicles.

With a clear mission to achieve carbon neutrality, Lexus is reducing the environmental impact of material-manufacturing processes. In South Africa, the brand already has a full hybrid line-up in some of the model ranges, namely - the Lexus IS and UX (exclusively available in hybrid). From the nine models sold, five boast a hybrid model.

“Lexus will continue to develop innovative products that will add colour to the diversifying lifestyles of our customers”, adds Crompton.

The New Dealer Approach

Lexus customers will discover a visionary new purchasing and ownership experience. Earlier this month, the brand announced the opening of its newly designed and Japanese craft inspired KZN flagship dealership and Lexus Experience Centre, situated in the heart of uMhlanga.

Going forward, there will be four Lexus dealerships (Western Cape, KZN and 2x Guateng) which will embrace a new design philosophy that radiates modern style, welcoming warmth and premium quality, underscored by even further enhanced customer service, operating as the brand’s ultimate experience centre.