While others decline, Lexus shines

LEXUS owners see action in the Lexus Cup at Sta. Elena.

THE GSF Sport launched in grand fashion.

Lexus convention once more this year when its dealership in Manila improved sales compared to 2011, despite a slump in the luxury vehicle category in the country.

Inquirer Motoring asked Daniel M. Isla, Lexus Manila president, how the luxury segment of the motoring industry in 2012 fared, to which he responded that the industry had “experienced a slight decline.”

He quickly added, “Thankfully, Lexus experienced 40-percent growth, thanks in part to multiple new product launches and the strong performance of the Lexus SUV lineup,” he quipped.

Isla predicted, however, that the “luxury auto industry would rebound in 2013, and Lexus could expect modest growth sustained by its existing lineup and product introductions next year.”

“We posted a 40-percent year-on-year growth, and as of December 2012, we have the best-selling luxury SUV in the RX 350 and the best-selling luxury SUV lineup with the RX 350, RX450h, GX 460 and LX 570.”

In 2012, Lexus Manila launched the Lexus GX 460 (luxury midsize SUV); GS 350 (luxury midsize sedan); GS 350 F Sport (luxury midsize sports sedan); GS 450h (luxury midsize sports hybrid sedan); LX 570 (luxury full-size SUV); RX 350 (luxury compact SUV); RX 450h (luxury compact hybrid SUV); ES 350 (luxury midsize sedan) and LS 460L (full-size luxury limousine).

Lexus Manila also launched the new design direction for Lexus with the new Spindle Grille.

Asked if Lexus Manila tweaked any marketing or operations plans this year to meet or exceed targets, Isla replied: “We have always had a philosophy of taking care of the customer at every step of the ownership process. This did not, does not and will never change as the guiding principle for Lexus as a company, putting the owners as the center of our business.”

Isla explained that “with the Philippine economy on the uptick, I believe that next year, consumer spending will be more bullish with a strong showing for the automotive industry in general,” when asked how he sized up the market for vehicles next year.

For Isla, the challenge would be to sustain Lexus Manila’s positive growth from 2012 into 2013 and beyond.

“We are hoping the economy continues its uptick not just for the car industry but for the country as a whole,” he said.

THE GSF Sport launched in grand fashion.

Asia is the fastest-growing market in the world today, and it is in Asia where you find a significant portion of the world’s population. So how does Lexus treat the Philippine market, vis-à-vis the Asian market?

Isla replied, “The Philippines is very important for the Lexus business as a whole. In terms of volume, we are a bit lower than some of our Asian contemporaries, but our market share and growth within the industry is strong and our facility and team have set a benchmark as to how Lexus operations are supposed to be conducted.”

And while Italian ultraluxury brands like Ferrari and Lamborghini have opened shop in the Philippines, Isla asserted that Lexus Manila “does not feel pressured by the Italian exotics, because all brands have their segments and the Italian brands don’t overlap with our existing offerings (except maybe our LFA).”
Luxury hybrid leader

Lexus has made available a line of environment-friendly vehicles in the country. Claiming to be the leader in luxury hybrids and the only manufacturer with a full lineup of hybrid vehicles (the CT 200h, RX 450h, GS 450h, LS 600hL), Lexus has observed that sales of its hybrids have relatively been modest.

“We believe their sales will be better in the future, should hybrid incentives from the government push through,” said Isla.

Isla quoted Lexus Manila chair Alfred Ty who revealed that 975 Lexus units were sold. Of this volume, 48 percent were purchased for corporate executives. The 52 percent were direct individual purchases.

Isla declared 2012 as a “banner year” for Lexus.

“With a new direction making our cars more driver- and performance-oriented, coupled with our new design direction in the Spindle Grille, we are excited for what the future will hold for Lexus in the Philippines,” he said.