Lexus Moving Global Marketing Division to California

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Automotive News is reporting that Lexus will be moving its global marketing office from Japan to California:

The shift begins in January with the creation of an office at Toyota Motor Sales USA Inc.’s campus in Torrance, Calif. It will handle creative marketing and some brand communications worldwide, said Karl Schlicht, head of Lexus’ global product and marketing planning division.

The reason behind the move, according to Executive Vice President Yukitoshi Funo, is to frame the brand as “transnational”, instead of strictly Japanese — it may also be the first step in relocating the Lexus global headquarters outside of Japan:

“We’re thinking about it,” Schlicht said, adding that other global functions could be shifted to the California office as well.

“If they do a good job, their responsibilities could grow. We have a lot of people raising their hands for it.”

[Source: Automotive News]


  1. Lexus can adjust to the US market much faster from here.   The US is Lexus' core market Makes sense BD
    • I like this move.......good for US relations and to better understand what the US needs and wants are, as well as Marketing to fight the competition accurately and effectively. Great move on LEXUS' part.
  2. WOOT! Come to ME!!!
  3. So does lexus need someone with a communication/broadcasting background ;) I'm willing to re-locate 
  4. They want to be less Japanese? Imagine BMW said they wanted to be less German.
  5. if LEXUS must change it's nowadays HQ it needs a place where it can compete well with it's competitor and makes it's parent company TOYOTA sell by the new success , make it as a RUSSIAN ROULETTE i DO Believe that Nurburg is the BEST LEXUS is found and know there well plus it is in the same country that contain it's main competitor BMW, MB & AUDI) aka DEUTSCHLAND (GERMANY)
  6. F1

    California alone sells more Lexus then any other country in the world !!
  7. I have to question the move?  I agree with the US move no doubt but California?  Hopefully Far Far inland.  If they must move atleast its the HQ and not the production line as its inevitable that California will experience more earthquakes.