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.