Japan

Lexus Opens Experience Center in Downtown Tokyo Skyscraper

Lexus Meets Tokyo Skyscraper

Lexus has opened a new brand experience center in a Tokyo skyscraper, with luxury goods for sale, food to eat, and cars to test-drive:

Hans Greimel from Automotive News visited the lounge this weekend:

Its strategy is to lure in high-rolling housewives and beautiful people with a panoply of designer goods, and hope they finish their visit test driving a Lexus vehicle.

The items on sale give a sense of the status Lexus is pursuing. How about a titanium vacuum-insulated beer mug for ¥24,840 ($235)? Or a $358 umbrella? Or maybe a $95 gardening trowel. Yes, for digging in the dirt.

The goal is not so much to sell the merchandise, but to have its aura rub off on Lexus.

The Lexus Meets… facility is now open in Tokyo’s Midtown Hibiya (Yurakucho 1 in Chiyoda Ward).

Comments
Joaquin Ruhi
...I can only deduce and imagine that "Touch and Drive" involves some sort of virtual reality test drive, as opposed to an actual, physical test drive in the real world.
Or...maybe not. It seems that the test drive is real, according to this commentary from Automotive News:

Lexus sells $235 mugs to promote test drives



Lexus has opened a lounge near Tokyo's swanky Ginza neighborhood that is part new-car showroom, part gourmet's delight and part upscale boutique.

Its strategy is to lure in high-rolling housewives and beautiful people with a panoply of designer goods, and hope they finish their visit test driving a Lexus vehicle.

The items on sale give a sense of the status Lexus is pursuing.

How about a titanium vacuum-insulated beer mug for ¥24,840 ($235)? Or a $358 umbrella? Or maybe a $95 gardening trowel. Yes, for digging in the dirt.

The goal is not so much to sell the merchandise, but to have its aura rub off on Lexus.

The brand has several lounges around Japan. But the latest, called Lexus Meets ... , stands out for offering free hourlong test drives of every nameplate in its lineup. That includes the top-of-the-line LC sporty coupe, LS sedan and full-size LX SUV, seldom seen on Tokyo's roads.

Lexus Meets … also pursues a new customer demographic, slanted toward women and younger people.

"The idea to is to make an easy-to-enter space where people come in to browse goods and then say, 'Oh, they have test drives, too!' " said Tokuo Fukuichi, chief branding officer for the Lexus and Toyota marques. "Dealers are always trying to sell, sell, sell. This is low pressure."

http://www.autonews.com/article/20180402/OEM03/180409947/lexus-sells-235-mugs-to-promote-test-drives
Joaquin Ruhi
Obviously, some detail and nuance gets lost in Google Translation. For instance, I can only deduce and imagine that "Touch and Drive" involves some sort of virtual reality test drive, as opposed to an actual, physical test drive in the real world.
Joaquin Ruhi
Or...maybe not. It seems that the test drive is real, according to this commentary from Automotive News
Fortunately, you can drive almost every Lexus model for 1.5h including the LS, LC, GS F, RC F... of course in the real world... for free! :D I'll take the LS 500 and the GS F out for a test drive this weekend, can't wait! :laughing:

If you ever have the chance to come to Tokyo, make sure to book your dream car! (Only one real complaint: no LFA on the list :joy:)
https://lexus.jp/trial/hibiya/reserve
C
The quality of accessories and products that Lexus sell, especially in the Tokyo Intersection shop that I visit often is paramount.
They are made by crafters and artisans or by specialists like Kaneko for the driving glasses.
Stationery, hand made scarf, scents, bags... everything is made with an amazing attention to quality, design, functions.

Maybe who doesn’t know this kind of quality brands and manufacturers can think prices are high, but quality count.
As for the cars, the can only delivery the best.

C
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