When Lexus debuted in 1989, it made waves in the luxury car world when their pilot ad showed the Lexus LS balancing a pyramid of champagne glasses on its hood. Despite quick shifts, and speeds reaching 230 km/h on rollers, not a drop of liquid was spilled.
It was, more than anything, to show the engineering attributes of the luxury car brand—one that’s designed and engineered with comfort, refinement, and peace of mind. It’s these same attributes that made Lex (name changed at his request) consider the brand.
“We had several premium brands before buying Lexus,” he recalls. “The ownership experience was not good because of reliability issues. This prompted us to visit Lexus Manila several times, and in 2010, we decided to replace a car with the Lexus ES 350. Now, we only visit the showroom for its preventive maintenance service.”
Ultimately, what attracted Lex to the brand is its philosophy surrounding heartfelt hospitality. Lexus has a term for this: omotenashi. The word itself has no direct equivalent in the English language, but it’s often described as a genuine feeling of hospitality.
Omotenashi is deeply rooted in Japanese culture. It can be traced back to the traditional tea ceremony where a host will not just make guests feel welcome, but will work hard to anticipate and fulfill their needs in order for them to enjoy an amazing experience. This high-quality attention to detail and care is found at Lexus as well, and sets them apart. There is no problem too big or too small.
“Soon after I got the Lexus ES, I had a minor accident that required a repainting of the front bumper. Unfortunately, the service rendered wasn’t to my satisfaction, so it had to be re-done. What surprised me though was a call from Danny Isla [former Lexus Manila president]. He personally apologized, and promised that my Lexus ES would be repaired properly. He also personally coordinated all the departments concerned in order to fast-track the repair,” he recalls. “More recently, Raymond Rodriguez [current Lexus Manila president] will personally greet and welcome every customer. He will sit down and listen to all your concerns on your Lexus vehicle. There are quite a few instances where the service has already been finished, but we haven’t finished our coffee. This is something you rarely see in other brands—that their president is willing to serve their customers directly.”
This vibrant culture of service, fundamental to Lexus, is what made Lex a true loyalist. “We don’t have any plans to try other premium brands,” he says. “There’s this misconception that Lexus is just a re-badged Toyota. I agree that they share the same platforms, but Lexus would always deliver on the ownership experience. You don’t understand a Lexus until you own one.”
True enough, every Lexus model is designed and engineered to surprise and delight; to do more than simply meet its owners needs and desires. Its purpose is to anticipate them, and seamlessly deliver on that promise, so that whatever is required is always immediately available, whether that be smooth or responsive power or a discrete guiding sequence of interior lighting. Plain and simple, the Lexus experience is all about delighting in every moment.
Lex currently owns four Lexus models: LX 570, RX 350 F Sport, UX 200 F Sport, and LM 350. When asked about his favorite, it’s the Lexus RX which he finds perfect for everyday driving around Metro Manila.
“The Lexus RX may not win on the race track, but the comfortable and quiet cabin makes it more relaxing to drive, especially at the end of a busy day. My wife even commented on how the seats are comfortable compared to our other cars. Those little things are not listed on the spec sheet, but surely add up to the overall driving pleasure.”
Above all, owning a Lexus is much more than just owning a car. It’s an experience. Whenever you step into their elegant showroom, you become a guest. Whether it’s through their elegantly-furnished Japanese-designed lounge, or enjoying biscuits, coffee, tea, or fruit juices at their bar—every minute spent is special. Basically, it’s like coming home.
The Lexus Manila Showroom is open Mondays to Saturdays 8:30 AM to 5:30 PM. You can visit them at 3402 8th Avenue corner 34th Street, North Bonifacio Global City, Taguig. Contact them through (02) 8856 5050, or set a virtual sales appointment through Lexus Remote: lexus.com.ph/lexus-remote.html
