Lexus To Open Luxury Stores To Boost Brand Image | Edmunds.com
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Lexus To Open Luxury Stores To Boost Brand Image


Just the Facts:
  • Lexus will open luxury stores in Tokyo, New York City and Dubai in an effort to boost its brand image.
  • The stores are not traditional showrooms, but places where "people can experience Lexus without getting behind a steering wheel," the company said.
  • The Tokyo store, the first to open, features a café and a library lounge.

TOKYO — Lexus will open luxury stores in Tokyo, New York City and Dubai in an effort to boost its brand image.

The Intersect by Lexus stores are not traditional showrooms, but places where "people can experience Lexus without getting behind a steering wheel," the company said.

The Tokyo store, the first to open, features a café and a library lounge serving "modern Tokyo-themed foods." Photos of the store show consumer goods, including scarves, hats and coffee mugs. A premium is put on community building and relaxation, while cars are de-emphasized.

"Intersect by Lexus seeks to be a comfortable and inspiring space for interaction among people and between people and cars," said Mark Templin, executive vice president of Lexus International, in a statement. "These spaces will evolve as people gather and make connections. Not just a car company's space, rather a place for everyone to treat as their own unique place."

The stores are "neither a dealership nor a traditional retail space," according to the automaker.

Lexus did not say when the New York City location will open. The Tokyo store will open its doors on August 30.

Lexus has been facing increasing pressure from competitors including BMW, Mercedes-Benz and Cadillac in the luxury market.

Edmunds says: Lexus opts for the soft sell with its new luxury stores.

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