South Africa got its first Lexus in 1993 where it quietly crept into the market under the Toyota name. Although they have often been listed at the top of international quality and customer service rankings, Lexus has never really emerged as a brand on its own, but rather existed in the shadow of Toyota. It is for this reason that Lexus re-launched themselves last year with a new revitalisation strategy
By Kelly Lodewyks
Lexus was established in 1983 after Toyota Motor Corporation decided that it wanted to try its hand in the luxury sedan segment, dominated by German car manufacturers. It was then that Lexus was born and the first LS400 hit the US a few years later. Until1990, when the LS400 hit Europe, Lexus vehicles were not available outside of the States, which is why the vehicle was so aptly named Lexus – Luxury EXport to the United Stated. Since then, Lexus cars were sold out of Toyota dealerships, and the company realised that if it wanted to break into the premium market occupied by Mercedes, BMW and Audi, it would not be able to do that under Toyota. To be frank about it, anyone who wants a luxury vehicle will not go looking at a Toyota dealership. This is where the new strategy comes in.
According to local company officials, the aim of the strategy is “to create an individualised identity for the luxury car brand and grow the brand’s equity in the local market.” To date, Lexus has already established 13 stand-alone dealerships throughout the country, and they hope to open more before the end of 2008, with the Fourways dealership being the flagship dealership for the company. Local sales figures currently average 200 units a month, while before the re-launch, figures averaged less than that amount! As, Mike Monk, CAR senior associate editor, reported in July 2006: “Lexus is very serious about challenging the established names in the premium saloon market. No longer are Lexus’ models stratospherically priced when compared with their rivals, which bodes well for the company’s plans to become more of a force on the local market”.
To introduce its future plan, Lexus SA hosted a “ladies day” for motoring journalists, and if the luxury we received on the day (by means of spa treatments and good food) is a hint at the luxury that Lexus plans to offer, then it seems that the company is on the right track.
The journey to the spa was undertaken in a Lexus GS300. This luxury car is a medium executive sedan. Before being introduced to the brand, I always thought that Lexus was out of its league. I felt that it was aspiring to heights that only the German big three could achieve. But after getting behind the wheel of the vehicle, I feel that although there is still have a distance to go, Lexus is making great progress and is well on its way to where it wants to be.
The GS300 has a lot to offer in terms of power, and with an output of 183kW at 6 200 r/min, it was easy to tackle the long roads to the spa in Pretoria. I felt it to be a quiet car that gives off a feeling of refinement. Although not personally tested, it has a top speed 235 km/h and can complete the 0-100km/h sprint in a claimed time of 7,2 seconds. It comes with a six-speed automatic transmission as standard.
Safety features for this model include 10 airbags; two-stage Dual Supplemental Restraint System (SRS) front airbags, driver and front passenger knee airbags, front and rear side airbags, as well as side curtain airbags. The GS300 also comes standard with ABS, EBD and brake assist.
Other models available in South Africa are the IS250, LS460, and the RX350. Lexus SA is currently looking at the possibility of bringing in new vehicles, which may include hybrid and diesel models.
Click here to view CAR Magazine’s special report video on the GS300.
