Toyota brings back Lexus<\/p>\n
Yuri Kageyama, Associated Press, Tokyo<\/p>\n
Toyota is bringing back home to Japan its Lexus luxury brand,
\nwhich has marked big success in the United States, with 150
\ndealers opening nationwide by the end of the year, the Japanese
\nautomaker said on Thursday.<\/p>\n
Toyota Motor Corp. is eager to strengthen its image by
\npromoting the Lexus in Japan, where it's still largely unknown
\nand most luxury car buyers still prefer European brands like BMW
\nand Mercedes Benz.<\/p>\n
Takeshi Yoshida, overseeing Lexus development, said the brand
\nwill differentiate itself from European rivals that boast a
\nhistorical legacy by appealing to younger buyers who aren't
\nafraid to assert their Japanese identities and sensibilities.<\/p>\n
\"The Lexus hopes to grow into a younger premium brand for
\nJapanese of the 21st Century with new values,\" he said.<\/p>\n
The world's second largest automaker invited reporters on
\nThursday to a Tokyo Lexus dealer, set to open Aug. 30, a
\nshimmering white showroom of glass walls and leather couches that
\nToyota said will showcase the best in customer service.<\/p>\n
Among the perks buyers can expect is a 24-hour helpline phone
\nservice, reached with a touch of a button on the dashboard, which
\nwill provide tow-trucks in accidents - and even make restaurant
\nreservations like a concierge.<\/p>\n
Owners will also get Net-linking services, such as having a
\nmessage sent to your mobile phone if someone breaks into your
\nLexus.<\/p>\n
Toyota won't say how many cars it's targeting to sell through
\nLexus dealerships or how much it's investing in the effort.<\/p>\n
Kyoji Sasazu, senior managing director, says Toyota has
\nlearned a lot from its Lexus success in the United States such as
\nfinancing and insurance policies, as well as how dealers should
\ntreat customers.<\/p>\n
And the best of what they learn in Japan may be brought back
\nto America, he said. \"Japanese are even more picky about
\nservice,\" Sasazu said.<\/p>\n
The automaker, based in Toyota city, has been recording
\nbooming profits in recent years, gaining market share in both the
\nUnited States and Japan.<\/p>\n
But it appears serious about making its brand mean more than
\nthe everyman Corolla in Japan. It has set up a facility to train
\ndealers so visitors will get service comparable to top hotels and
\nluxury-brand shops, officials say.<\/p>",
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"sponsor": "Okusi Associates",
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