Lexus might move its headquarters from Japan to California

Article by Christian Andrei, on December 7, 2011

Lexus’ global marketing functions are being transferred to a new decision-making center located in California. This is seen to be a step towards the entire Lexus’ head office moving out of Japan. This change starts in January with the construction of an office in Torrance, Calif., of its Toyota Motor Sales USA Inc.'s campus.

Karl Schlicht, head of Lexus' global product and marketing planning division, said that it will manage the global creative marketing and some brand communications.

Lexus made the decision last summer. Lexus has appointed someone to open this unit. In January, this staff will be expanding to three. According to Executive Vice President Yukitoshi Funo, this move is a part of Lexus’ strategy to be known as a "transnational" instead of being known as just a Japanese brand.

Schlicht said that Toyota Motor Corp. is recreating a global headquarters outside of Japan for its luxury brand. Lexus is considering the U.S. as this is where the Lexus brand had its launching in 1989.

But to date, Lexus hasn’t made a decision about this matter yet. Schlict said that the California office will be taking over other global function too. Last April, Infiniti, the luxury brand of Nissan Motor Co., said that its global headquarters will be moved from Hong Kong from Japan, to handle global marketing, sales and communications. Howeer, engineering and manufacturing will stay in Japan. 

If you liked the article, share on:


Login or Create new account to add a comment!


Ever heard of the “Lynk & Co” automotive brand? Well, it is highly likely people haven’t. This is practically because this is new brand created by the joint venture between...
by - October 25, 2016
Mitsubishi is now officially part of the Renault-Nissan alliance after Nissan took over the Japanese car company recently. We know a lot has been happening in the car industry, but...
by - October 24, 2016
Driving the newest 2017 BMW 5-Series (G30), Clive Owen (Closer, Children of Men) returns to his role as “The Driver”. In this latest installment, what initially starts as a simple...
by - October 24, 2016
Many had wished that a Lamborghini Huracán Superleggera would somehow make a surprise debut at the recently held Paris Motor Show. Sadly, not a single Lamborghini appeared anywhere in sight....
by - October 24, 2016
Aston Martin and Red Bull Racing teamed up for the first time in creating what looks like one of the most ferocious beasts in history. The British car manufacturer has...
by - October 24, 2016