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


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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.

Comments

  • cool, more of peoples purchase dollars not going into the cars or their development.

  • fortstring fortstring Posts:

    this sounds like what Tesla is currently doing. Toyota taking a page out of the company they hold equity in, eh?

  • screwball71 screwball71 Posts:

    wtf? Toyota does the absolute most, I swear. Lexus are still for the feminine crowd. Nothing wrong if you're feminine either. Just maybe you like your luxury car with *3 snaps in a Z motion* that new cute Kate Spade handbag.

  • bizzle1 bizzle1 Posts:

    Here we go again. Another marketing gimmick from Lexus. Don't let them build a store in New York! I don't care about some stupid feminine looking store. I care about the product. And I hate gimmicks. Tesla is okay because they are ORIGINAL. Toyota doesn't know the meaning of the word original. COPY COPY COPY. That is all Toyota is good for. I have NEVER seen a more desperate company than Toyota in my entire life. For god's sake! Why can't Toyota just go away???

  • drcomputer drcomputer Posts:

    They say imitation is the best form of flattering. Go Tesla :)

  • evjuice evjuice Posts:

    Fiat tried this is a mall in Southern California. Lasted about 6 months. I wondered if the local dealers were upset about the competition.

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