FutureIn the News

Lexus President Sawa Discusses Future of the Automotive Luxury

Lexus LS Plus Concept

Lexus International president Yoshihiro Sawa shared his personal vision of the brand’s future with Australia’s Financial Review:

“Definitely the luxury market will have such a tsunami, we cannot avoid it. At the same time the luxury buyer always appreciates a very special service or product and sometimes [will] own it.

“I imagine in the future people will like to drive their own car as the main transport, commuting, on the weekend, to the airport … they would park there, then move to the other city or area, then after that will use a special share car, and accommodation.

“So we would like to provide such a total service, together with a sharing system and services. That kind of lifestyle coverage is very important. I’d like Lexus to be the luxury lifestyle brand, not the car brand.”

Sawa expands on his thoughts when discussing car ownership versus car sharing:

“Probably both,” he suggests, before discussing the idea that buying a Lexus in three or five years might make you part of a club that will cover a range of compatible services: upmarket hotels, transport, perhaps even restaurants and fine wine.

“We need to find partners that share our philosophy,” he adds. “Just selling a product is not enough. The new-wave guys like Tesla or Google, those kinds of guys are doing many kinds of things together. Those new game changers, they will be the most scary competitors.”

Electrification and autonomous technology have the power to reduce all vehicles to single base denominator, where the differences between brands will be subjective and boil down to design and consumer perception.

Lexus transitioning to an experience-driven, full-service lifestyle brand may seem ambitious, but it’s based on a pragmatic view of the future. Five years from now, it could be the only way for an auto manufacturer to survive.

This ties into Lexus’ recent lifestyle initiatives like the Lexus Intersect hubs at major global cities, Lexus yacht, bikes, watches, and even the slogan “Experience Amazing.” The subscription model of the UX is the natural next step for this before it rolls out for the full Lexus lineup.
Only hope there will be some models to be exclusive for sale

Not all the lineup be in subscription mode
I really like that idea of a "lifestyle". I walked into a lexus dealership for the first time the other week. Finally I am within reach of such fabulous machines and by golly. Was the place so much nicer than even the nicest Toyota dealer I've been to. I didn't even know if the cakes were for sale or for free...I was offered orange juice! I've actually asked for that at a Toyota dealer and they said that they had to pay for orange juice so sorry it was either water or tea or coffee...
That's the thing though. If they could extend the encore experience beyond just car ownership; to say discounted rentals/travel discounts/conveniences beyond just owning a car then they would be on a winner.
On the flip side though; it's also important to no dilute the brand and keep building great cars.
Honestly ^^. Where are they in regards to this issue? : unamused: