New models drive Lexus sales

LEXUS has this week celebrated its 35^th anniversary in Australia, gathering a range of breakthrough models at its Altona Centre of Excellence for a look back at the vehicles that have helped set the luxury importer apart.

From the first LS sedan (1989), to the still-stylish second-generation ES sedan (1992), the hybrid-powered RX 400h SUV (2005) and the interesting SC 430 convertible, the impromptu studio offered guests a look back at the generations of models that helped bring the brand its success – and that will continue to do so in the future.

Speaking with GoAuto at the 35^th anniversary of the brand’s launch this week, Lexus Australia chief executive John Pappas said the Japanese luxury brand had achieved much in its first three-and-a-half decades, and that a more diverse model line-up would see it achieve even more.

“There is no doubt Lexus has come of age, especially in recent times. In some ways you can say it’s taken Lexus 35 years to become an overnight success, and that’s okay by us, because we have earned our way to this point,” he said.

“We have achieved so much in 35 years by exercising patience, showing humility, and doing things right from the very start.

“From a disruptor brand with a niche line-up, we have evolved into a fully established luxury brand with an extensive portfolio of vehicles across key segments.”

Many of Lexus’ forthcoming and current models were also on show in Melbourne, the exciting LBX Morizo RR joining the ultra-efficient RZ 450e SUV and sleek LC 500h coupe.

Mr Pappas said that while more recent successes have helped Lexus achieve higher sales figures than before, the brand’s commitment to quality and customer service has not been diminished through the passing of time.

“If you look back at the last three years in particular, we have introduced seven completely refreshed or all-new models,” he added.

“First was the updated NX, which introduced plug-in hybrid. Then followed the revised flagship LX SUV and new-generation RX with high-performance hybrid.

“Add to that three all new models – LM, GX and LBX – into new segments for Lexus, and our first dedicated BEV in the RZ 450e, and our product offering is compelling and the strongest it’s ever been. Our growth has been product led and organic.”

It is an important strategy Mr Pappas believes works hand in hand with Lexus’ commitment to its customers – insisting the importer will continue to offer the same “unrivalled customer experience” it always has, building rapport with Lexus loyalists and newcomers alike.

“Lexus was born on the promise to redefine luxury, not only with vehicles of outstanding quality, but together with the best dealer network delivering an unrivalled customer experience,” he said proudly.

“That was set in stone in the Lexus Covenant when Lexus launched in the US in 1989, and it’s what distinguishes us from others. By getting to truly know our customers we make luxury personal, which creates rapport and builds loyalty.

“There’s been no fanfare, no flashiness, just patience and persistence.”

In sharing the vehicles gathered for Lexus’ 35^th Anniversary, Mr Pappas was quick to remark that many belong to customers, noting the relationship held not only with the vehicles and their owners, but the owners with the brand itself.

He said many continue to hold on to and preserve their first, or favourite, Lexus model, while continuing as return customers when a new vehicle piques their interest. It is a continuation of sorts Mr Pappas believes is framed by the way in which Lexus customer are valued – much like welcoming a guest into one’s home.

“We proudly embrace our Japanese heritage, which is to treat every customer like we would a guest into our own home, anticipating their needs in advance,” he told GoAuto.

“Our Lexus Encore customer program fulfills this, with exclusive and thoughtful benefits such as Lexus on Demand and complimentary valet parking at popular destinations, for example. Our customers love Encore. It’s a real differentiator for us.

“Lexus will continue to redefine personal luxury in the years ahead, bringing further innovation as we move closer towards a fully electrified future. The LF-ZC is our future vision for BEV mobility,” he said, gesturing toward the extraordinary concept car on show in Lexus’ studio.

“Staying true to the way we have done things in the past should help us build on our success in the future.”