Twenty-eight years after the company was first launched by Toyota, which was initially targeted to the United States market only, Lexus has already made its way to over 70 countries. And just recently, their newest addition is India, where they officially launched the company with a trio of models.
To make the debut interesting to the market, the company set up what they called a “guest experience center” in their four dealerships stores located in New Delhi, Mumbai, Gurgaon, and Bangalore. In these centers, customers can check out the first three models they released: the RX 450h, ES 300h, and LX 450d. Meanwhile, aftersales service will be established in Chandigarh, Hyderabad, Chennai, and Kochi.
As the company ended their launch in India, they gave the guests a sneak peek of the all-new top of the line 2018 LS, which is set to arrive next year. Though they have not yet given much information about the LS version that will be sold in India, they hinted that it will most likely be a hybrid version, which fits the local market better. This means that the less expensive LS 500h equipped with a pair of electric motors and a 3.5 liter V6 engine and that yields up to 354 horsepower (264 kilowatts) will be available in showrooms next year.
Akitoshi Takemura, Senior Vice President of Lexus India mentioned that the way India is dealing with luxury is evolving, as residents are becoming more affluent. His strategy is to ensure that his customers are more than content by providing them with an “amazing experience” through its vehicles, its service and through any interaction with its brand. In other words, the company really plans to take care of its customers and give them the best kind of service possible. By doing this, they will make their brand look good too. That should be a good start!
In addition to what Takemura said, there will be a 24/7 call center available for customers whenever they wish to inquire about their vehicles. For now, all cars will be imported straight from the Japan factory. However, there is a possibility for the company to begin local manufacturing - depending on how the market functions and if the volume of orders reaches a critical level.
Lexus decided to open there to target the growing number of luxury customers as well as Toyota owners who want an upgrade of their current vehicles. As for their competitors in the luxury segment, Audi and Mercedes have already been around for over a decade. The company’s current focus is not yet on sales, but on plans to build their brand in the country.