Lexus to open luxury stores offering consumer goods

Article by Anita Panait, on August 23, 2013

Lexus is planning to open luxury stores offering consumers goods like coffee cups and Italian leather bags to help boost the its brand image around the world. Lexus parent Toyota Motor Corp. is intending to open the first store in Tokyo's Aoyama district on Aug. 30, 2013, with similar outlets to be launched un New York and Dubai, the carmaker said in a statement. Lexus’ occupies a 331-square-meter (3,563 square-feet) space in Tokyo's Aoyama district and is situated along premium boutiques like Prada and Louis Vuitton.

The Aoyama store, designed by Masamichi Katayama, will feature a cafe, a garage, a shop and a library lounge serving modern "Tokyo-themed foods." Toyota said the store will provide consumers the Lexus experience "without getting behind a steering wheel."

Lexus’ latest move comes as the luxury marque tries to expand its presence around the world, after being unable to recover its premium sales crown in the United States from BMW and Mercedes-Benz for two straight years.

Takaki Nakanishi, founder of Nakanishi Research Institute, remarked that Lexus' successful debut in the US has yet to “transplanted” to its other markets, adding that its brand presence still needs “a lot of work” compared to BMW and other luxury brands.

He remarked that although sales gain could not be expected from simply opening a cafe, it is “definitely better than not having one." Lexus posted a 12-percent increase in sales in the US in the first seven months of 2013 to 141,446 units, outpacing BMW and Mercedes-Benz in the same period, according to industry researcher Autodata Corp. [source: Bloomberg]

Topics: lexus

If you liked the article, share on:

Comments

Recommended

Skoda recently launched the new Karoq compact SUV as a replacement model to its now-defunct Yeti small crossover. Slotted below the newly introduced Skoda Kodiaq, the new Karoq features a...
by - May 23, 2017
There are already rumors suggesting that the next generation BMW 5-Series GT is expected to be joining the 6-Series range. The latest reports instead tell us that that 3-Series GT...
by - May 23, 2017
In 2004, the British marque Rolls-Royce officially entered South Korea with the opening of their showroom located in Seoul before opening their second showroom last September in Busan. Now RR...
by - May 23, 2017
In a game-changing move, Ford has revealed that it will soon produce its first ever all-electric CUV that will be built to be electric from the ground up, and it...
by - May 23, 2017
The wait for the Mustang’s GT-based Super Snake concept to be released is finally over. Shelby had recently collaborated with Ford Performance and Borla to come up with something that...
by - May 23, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries