Lexus Offers Luxury in and Out of the Car
Toyota Motor Corp.’s (NYSE:TM) Lexus division is all about luxury, and as it works to combat the other major competitors in its home market, the car maker is ready to bring out the big guns. That includes opening its own luxury store, called Intersect by Lexus, that offers customers cafe goods, modern “Tokyo-themed foods”, and access to a garage, a shop, and a library lounge.
According to a report via Bloomberg, the store will be opened in Tokyo’s Aoyama district on August 30 next to boutiques like Prada SpA and LVMH Moet Hennessy Louis Vuitton SA. Its purposeful placement in this neighborhood is to help boost Lexus’s luxury brand image worldwide, and increase its global presence.
Similar stores will eventually open in New York and Dubai, but for now, Lexus is focusing on Japan because that is the region where the Japanese carmaker most significantly trails its competitors, Bayerische Motoren Werke AG and Daimler AG’s Mercedes-Benz.