Lexus begins an exciting new phase

LEADING the toast for the arrival of the GS are (from left) TMP EVP Yuji Goto, TMP senior EVP Dr. David Go, TMP president Michinobu Sugata, head of GS product development Toshinori Ito, Lexus Manila president Daniel Isla and Lexus Manila EVP Masaki Shimomura

When the 2012 Lexus GS 350 and GS 350 F Sport were launched at the swanky Lexus Manila showroom last week, Toyota Motor Philippines president Michinobu Sugata said the GS represents the beginning of a new phase for Lexus. Not only in terms of the powerful, aggressive and more dynamic design, but in character as well.

Asked to elaborate on this, Lexus Manila president Daniel Isla said, “It is more than the beginning of a new design philosophy. It is also a shift to create sportier and more engaging driving dynamics. Lexus is already known for making reliable and dependable cars. Now, we want to make our name in the performance category through the LFA and GS F Sport models.”

The LFA, launched at the 2009 Tokyo Motor Show, is a two-seat 4.8-liter V10 super sports car that costs $375,000 and can do 325 kilometers per hour. Only 500 units will be produced for the Lexus brand from 2010 to 2012. A white LFA is currently on display in the Lexus Manila showroom.

Referring to the LFA, Sugata recalled that when Lexus, Toyota’s premium brand, launched it, “we promised that the lessons learned from developing a super-car would eventually filter down to the rest of our vehicles.  The GS is the fulfillment of that promise and tonight, I will make another one. I promise you this is just the beginning of more great things for Lexus. The all-new Lexus GS—it is the Lexus that will change everything!”

The new GS models, especially the P4.818-million GS 350 F Sport, have what it takes to change Lexus’ rather staid image and excite car enthusiasts: a 3.5-liter V6 engine, 4 cams and 4 valves per cylinder with dual Variable Valve Timing with intelligence (VVT-i) packing 312 hp, mated to a 6-speed automatic transmission with paddle shifters and sport driving functions. It is one of the most powerful base engines in the segment, the only one with both port and direct injection, capable of sprinting from zero to 100 kph in 5.7 seconds.

IMPECCABLY designed interior

Danny Isla hopes that with the F Sport and the CT200h and GS, Lexus will attract younger buyers. Before Lexus Manila opened in 2009, Toyota conducted market research to draw a profile of the typical Lexus buyer.  “Our buyers understand value and luxury,” Isla says. “They used to be typically older.”

Lexus is regarded with respect for its quiet elegance. There is a marked distinction of luxury but it is not the overbearing and flashy type. Rather, it is a brand preferred by those who are confident about their achievements and status in life but feel no need to boast about it.”

Although Lexus has the shortest history and heritage among the premium brands and is not well-known globally and in the Philippines as are Mercedes-Benz, Porsche, BMW, Audi and Jaguar, Isla believes that being a younger brand has its advantage. “It frees us from the shackles of heritage. It allows Lexus to evolve and become the leading edge in terms of technology and innovation. This can easily be seen in our leadership in hybrid technology and in our commitment to provide the highest level of customer satisfaction possible.”

Another Lexus advantage is its competitive pricing on a per-model basis compared to rivals in the premium segment. Isla gave as an example the P4.238-million retail price of the GS 350, a midsize luxury sport sedan.

SPACIOUS trunk

He did not mention the Japan-Philippines Economic Partnership Agreement (Jpepa), which lowered the tariffs on 3.0-liter CBU [completely built unit] motor vehicles imported from Japan and thereby reduced their retail prices.

Isla recalls that Lexus Manila opened in 2009 with five models: the IS300, ES350, GS460, LS460 and LX570. Since then, the RX350, IS300 convertible, RX450h, LS600hL, CT200h and now the GS350 have been added to the line-up for a total of 12 offerings if the LFA super-sports car is included. However, the LFA is not for sale.

Lexus Manila sells an average of 22 to 25 cars per month, Isla says, with the RX350 compact SUV as the bestseller and the ES350 passenger sedan as another major sales volume contributor. At present, there are no plans to open a Lexus dealership in Cebu or Davao. Toyota’s Cebu-Mandaue partners handle Lexus sales in the Visayas-Mindanao region.

With Lexus winning the top spot in the 2012 J.D. Power Dependability study and its relentless pursuit of perfection, there is little reason to doubt that, starting with the new GS, the brand can rev up a new image for providing consumers with a more dynamic, more engaging driving experience.