Lexus Asia Pacific EVP Vince Socco
Manny N. de los Reyes
Lexus celebrates 10 amazing years in the Philippines
2ND OPINION - Manny N. de los Reyes (The Philippine Star) - January 23, 2019 - 12:00am

In 1989, Lexus launched its first luxury sedan—the LS 400—and redefined the luxury car buying experience with its remarkably genteel and refined customer engagement.

The overall experience, from initial inquiry to purchase to after-sales, was a complete turnaround from the snooty and snobbish treatment most car buyers would experience in luxury car showrooms at the time.

Rival luxury car brands scrambled to overhaul the customer experience they deliver.  And to this day, the Lexus experience still reigns supreme, as customer satisfaction results from the respected J.D. Power customer survey firm show. 

It would be 20 years since the global launch of that pioneering full-size luxury sedan for the Lexus brand to come to the Philippines.

This year marks Lexus’ 10th year of delivering amazing products and excellent customer service in the Philippine luxury automotive scene. The brand made its local debut in January 14, 2009, with the opening of its showroom at the heart of Bonifacio Global City and the launch of its initial line-up—the LS 460 flagship sedan, the ES 350 executive sedan, the GS 460 sports sedan, the IS 300 compact sedan, and the LX 570 full-size SUV. It did not take long for Lexus Philippines to gain gravitas in the luxury automotive industry. 

The past decade has seen Lexus Philippines evolve rewardingly. In a span of ten years, Lexus has become second in the Philippine luxury automotive industry. For four consecutive years now, Lexus has maintained strong leadership in SUV sales, being number one in the commercial vehicle segment. This significant growth has positioned Lexus Philippines at No. 4 regionally— tied with Lexus Thailand— in terms of new car sales. In terms of market share, Lexus Philippines is No. 2 among its Lexus regional affiliates, next only to Lexus Indonesia.

Taking center stage during the anniversary celebration were the displays of the Lexus UX, the brand’s new subcompact luxury offering. “The all-new UX is a fresh genre of crossovers. It is built for modern explorers in urban environments and non-stop adventures. It is our special gift to commemorate 10 years of Lexus in the Philippines,” said Vince Socco, EVP of Lexus Asia Pacific, in his welcome speech.

To cater to the increasing demand of consumers all over the country, Lexus Philippines has expanded their service operations to bring the Lexus experience outside the showroom. From their sole dealership in Metro Manila, they have set up five Lexus Accredited Service Centers across Luzon, Visayas, and Mindanao, particularly in Laguna, Pampanga, La Union, Cebu, and Davao, done in partnership with the local Toyota dealers.

Lexus has been on a journey of product transformation in the past ten years, with the design language having changed to become bolder and more distinctive. A significant change in driving dynamics that pairs seamlessly with Lexus’ world renowned comfort has also been brought about. Last 2017, Lexus International introduced a new tagline coinciding the global debut of the Lexus LC flagship coupe, shifting from the previous “Amazing in Motion” tagline to “Experience Amazing.”

Since then, models with elevated levels of performance, design, and craftsmanship have been introduced to the market—the LS, the ES, and the All-New Lexus UX, which marks the brand’s first-ever introduction in the subcompact SUV segment.

The Lexus UX is a subcompact SUV crafted expressively for the modern urban explorer. Juxtaposing a sporty urban design with high ground clearance and agile driving performance, the UX allows its drivers to maneuver through the city with precision and ease. It brings to the table the widest field of vision and best turning radius of any luxury subcompact SUV—a boon in tight city confines. The UX was crafted to achieve the best possible aerodynamic performance through world first aerodynamic features. Inspired by the traditional Japanese concept of Engawa that blurs the boundary between a home’s exterior and interior, it was designed to create a feeling of seamless continuity inside.

For Lexus, “Experience Amazing” is more than just a tagline. It describes the highest ambition of the whole organization and the output of everything they do, and reflects a brand evolution driven by the vision to anticipate the future for people and society. With this global mandate, Lexus has been more dedicated to their human-centered approach. It is ever-present in their operations as they strive to translate this in the whole customer journey— from their products, their services, their facilities, and their team.

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