The year was 1989, and Lexus made its first foray into the luxury car market. Starting with the LS, Lexus rocked the luxury car establishment and changed the automotive landscape forever.
It took another 20 years for Japan’s premier luxury automaker to arrive in the Philippines, where it made a remarkable entrance. 2009 marked the official arrival of Lexus in our local market, with a zen-like showroom in Bonifacio Global City designed by Japanese architect Yuji Hirata.
The Lexus showroom has been like no other. Visiting it is far from transactional, as it follows the concept of “treating your customer as you would a guest in your own home.” It wasn’t just a place where customers would look at cars and buy them; it was an experience in hospitality, from entering its glass doors to driving home in some of the best cars in the world.
As Lexus Philippines finds a new home to accommodate its ever-growing list of clientele, it is apt to take a look at the past and see how it transformed from offering finely crafted traditional premium automobiles to developing elevated forms of electrified and forward-looking mobility.
Electrified since 2009
Even before it arrived in the country, Lexus already earned a well-deserved reputation for dependability, reliability, and quality. Couple that with cutting-edge technology and innovation, and you get a luxury car lineup that’s hard to beat. But if there’s one thing that has always set Lexus apart, it’s that it was electrified from the start.
It started with pioneering models such as the stylish CT200h, the practical RX450h, and the elegant LS600h. Today, nearly every Lexus on offer is electrified, from the entry-level LBX to the opulent LM. Electrification isn’t just a buzzword for Lexus—it forms the heart and soul of the company.
Electrifying the road ahead
But it’s not just with hybrid vehicles that Lexus showcases its know-how in electrification. With the influx of full electric vehicles in the past decade, the automaker responded with the RZ, its first-ever full electric model.
Launched in the Philippines in 2023, there are two variants of the RZ available locally, namely the RZ300e and the RZ450e. But regardless of the model chosen, this crossover has everything one expects from a Lexus, wrapped in a sleek, battery-powered package. Since then, it has been followed up by the UX300e.
A crowning achievement
In 2023, something truly amazing happened: With all the sales tallied from the year, it was revealed that the company had become the best-selling luxury automaker in the country. That’s all thanks to a strong lineup and the success of the LM and the RX.
Since the beginning, the RX has been one of the strongest sellers in the Lexus Philippines lineup. Three generations have since been sold locally, all of which were electrified, and further highlight the brand’s commitment to greener luxury motoring. The all-new RX, launched in January 2023, is a culmination of everything Lexus has learned in the premium crossover market for over a quarter century. After all, it was the model that defined the segment.
For the LM, it quickly became the rising star of Lexus in the Philippines since it was first introduced in late 2020. The second-generation, launched in the country in October 2023, ushered in even more luxury, technology, and refinement, along with an electrified powertrain. The LM is more than just a luxury van—it’s a spacious and elegant sanctuary on wheels.
Staying at the top
Getting the sales lead is one thing, but keeping it is another matter. But this is Lexus we’re talking about, a company that doesn’t shy away from a challenge. Currently, it has a strong lineup of electrified vehicles and exciting new models such as the new-generation GX. Down the line, it will offer an even wider variety of electrified offerings, as well as other vehicles tailor-fit to a customer’s needs.
Lexus isn’t just about selling cars; it’s also about building strong relationships with its customers and exceeding expectations. Given its fresh lineup and its tireless efforts in customer satisfaction, Lexus is on track to be the country’s best-selling luxury automaker for the second year running.
A brighter future for Lexus ahead
So, what’s next for Lexus in the Philippines? As the saying goes, as one door closes, another one opens. The iconic showroom that has been the brand’s home in the country since arriving on our shores will soon make way for a bigger, better, and grander facility, also within Bonifacio Global City, set to cater to the ever-growing needs of Lexus owners. It shows that Lexus refuses to stand still and continues its evolution to become one of the finest purveyors of electrified luxury.
The new Lexus Manila Gallery showroom will be located at 8th Avenue, Grand Central Park, BGC, Taguig. That puts it even closer to the Lexus Guest Experience Center. Customers and visitors can expect a ‘relaxing sensory experience,’ further accentuated by wood-finished elements.
Lexus is guided by two Japanese principles: Kaizen and omotenashi. Kaizen means continuous improvement or change for the better, while omotenashi is a concept of anticipating the needs of guests, right at its heart. These are all reflected in the brand’s products, facilities, as well as service.
Simply put, Lexus’ relentless pursuit of perfection lets its customers experience amazing wherever they go.
Created in partnership with Lexus Philippines
