Lexus’ best year ever

For years, Lexus Manila Inc. (LMI) has been at the forefront of producing some of the most reliable luxury vehi- cles in the Philippines. Known for ex- tending a certain level of attentiveness to every customer, borne out of a con- cept known as “omotenashi,” this Japa- nese style of hospitality was front and center during your columnist’s recent sit down interview with LMI president Raymond Rodriguez and EVP Yuich- iro Suzuki at the brand’s impressive showroom located in Bonifacio Global City, Taguig. Together, the executives discussed why 2017 was the best year for the company, how owning one’s dream car can now become a reality and why Lexus Manila continues to be at the top of its game.

Tell us, what was 2017 like for Lexus Manila?

Rodriguez: 2017 for Lexus Manila was the best ever, since we opened in 2009. We recorded car sales of 1,251 units – that is an 87 percent increase. Before it was 670 [units]. One of the reasons for this is due to the newly implemented ex- cise tax. When the excise tax [was first announced during] the early part of last year, around May or April, people who were planning to purchase cars in 2018 decided to buy in 2017 instead, because they weren’t entirely sure how the new excise tax would affect the car prices. We were very pleased to close 2017 with 1,251 units, majority of which were SUVs. We also grew by 30 percent in our after sales service business. So both our sales and services grew. That’s why we had an exceptional year and management also rec- ognized that. There were a lot of milestones for us last year. We also recently celebrated our ninth anniversary.

What do you think separates Lexus apart from other luxury cars?

Rodriguez: We have a wide range of products that cater to our customers’ different needs. We have complete passenger cars and SUVs. One of our strengths is our commercial ve- hicles. Aside from that, one of the strong points of Lexus is our hybrid models. It’s more fuel-efficient and friendlier to the environment compared to other models. When the excise tax was implemented this year, our hybrid models became almost the same price as the gasoline model variant. Hybrid technol- ogy vehicles usually cost more, but the gap in the prices be- tween the hybrid and gasoline cars is narrower now. Another one of our strengths is our dealership facility, which I believe is one of the best in the industry.

What new vehicles do you have in the docket that customers can look forward to?

Rodriguez: In the beginning of 2018, we introduced the new LS 500L and LS 500 Hl, our premium flagship sedans.

What can you tell us about what Lexus has in store for luxury vehicle enthusiasts for 2018?

Rodriguez: It’s an exciting year. First of all, as I mentioned, we have a full range of products that are available. Before, it was a pipe dream for most people to get a hybrid model be- cause it was just too costly. Now, that dream can become a re- ality because hybrid models are almost the same price as their gasoline-powered counterparts.

Is there difficulty in getting gasoline for a hybrid car?

Rodriguez: There is a misconception by some that hybrid cars have to be charged. That is absolutely untrue, because hy- brid cars use premium gasoline and that’s enough to power the whole system. The only difference is that it’s much more fuel-efficient. With hybrid cars, you gas up in a less frequent basis. It’s more economical and it’s worry-free; it’s like you’re driving a normal vehicle.

Your people outside are very friendly. When we came in, everyone welcomed us. I have been offered coffee by five different people.

Rodriguez: We at Lexus have a guiding principle: we treat each customer as we would a guest in our own home. One of our strengths is our after sales service. We have a wide range of genuine spares and accessories always ready, except for special cases when we would have to fly in the parts. We also have certified technicians who we constantly train. At Lexus, we take pride in our reliability. In fact, we topped J.D. Power’s auto industry reliability survey, which is the 2018 U.S. Vehicle Dependability Study. We are very humbled and at the same time inspired to keep improving at what we do.

One of the many things that make Lexus owners hap- py is your excellent customer service. I was personally impressed by your customer service. I called you because something was wrong and you fixed it. I wasn’t given the run-around. Your after sales service shows that you care. And the people who buy your cars appreciate it. Is there anything that you would like to add to what you’re already doing?

Rodriguez: Thank you for saying that, we appreciate it when our customers are happy and satisfied. With that being said, we are always in pursuit of improvement, no matter how well we are performing. There is always room for growth and improvement. 

At this point, Yuichiro Suzuki enters the room.

Suzuki-san, can you tell us what you do at Lexus?

Suzuki: Lexus is a joint venture between Toyota Motor Philippines and Mitsui Japan. I’m a representative of the shareholders from my headquarters, Mitsui Japan.

What do you think sets Lexus apart from other luxury vehicle brands?

Suzuki: We call it “omotenashi,” a shared hospitality con- cept from the Japanese culture. We are not only providing cars, we also provide comfort and experience – a lifestyle. We are happy when customers are happy. We want customers to have ownership not just of cars but happiness and satisfaction as well. Last year was a very good year because of sales, but the goal of Lexus is not just the volume of sales, but customer satisfaction. Our goal is always to deliver outstanding, high quality customer service. Our volume of sales is just a result and consequence in our effort to provide good service.

If I need a spare part, will you have it in storage or do I have to wait for Japan to ship it?

Rodriguez: Most of the parts are stored in our dealership here in Bonifacio Global City. For special cases or for parts that are less common, we have it flown in from Japan.

Is there anything else you want the public to know?

Rodriguez: I would like to invite luxury car enthusiasts to come to our dealership and witness for themselves Lexus’ newest offerings displayed here in our showroom. The LS 500 models are our latest, a new line of premium flagship sedans that we’re very proud of.

Truly, Lexus has been on a winning streak and shows no signs of stopping. Luxury and sincerity rolled into one – that’s Lexus’ winning formula!