Lexus China launches dual flagship models, the all-new Lexus LS sedan and all-new LC coupe at the auto show in Guangzhou. (Photo provided to China Daily)
Emotional experiences that enable sensual lifestyles to touch the hearts of customers will be delivered through Lexus China's artwork-inspired top luxury flagship models that complete the brand's line-up, fulfilling the changing tastes of its "Experiential Masters".
The brand's target customers, who it calls Experiential Masters, are affluent consumers who seek extreme experiences, don't fear challenges, and have rich creativity and an aesthetic consciousness.
"The Experiential Masters have emerged as a group of people with innovation and individuality. They are longing for more intimate contact with a brand," said Lexus China Executive Vice-President Tetsuya Ezumi in an exclusive China Daily interview in Guangzhou.The interior of the all-new Lexus LS 500h. (Photo provided to China Daily)
Thanks to the trend of Chinese consumers spending more on upgrading their lifestyles, the luxury auto market is continuing its expansion and the demands of local buyers are evolving. Chinese luxury car buyers are getting younger and seeking a luxury lifestyle, enriched experience, and emotional feel－instead of buying an icon solely to show off their wealth and social status.
"These younger customers have unique preferences, tastes, personality, self-confidence; they follow their own hearts, relish sensory stimulation, and enjoy sharing," according to Ezumi, who was speaking in the capital of southern Guangdong province.
"Lexus is sincerely and wholeheartedly presenting Chinese customers with a lifestyle full of passion and quality," he continued.The all-new Lexus LC 500h coupe. (Photo provided to China Daily)
Answering the call of its Experiential Masters, Lexus is now communicating with local customers with a more emotional language, to forge a unique sensual luxury that differs from those offered by European rivals.
The company has employed a strategy of switching the brand essence from automobile to lifestyle, and announced its refreshed brand slogan "Experience Amazing" this year.
"We are hoping to apply 'Omotenashi' to every point that involves interaction with customers, and deliver an amazing experience for higher customer satisfaction," Ezumi said.
"Omotenashi" is the concept of Japanese hospitality. When applied to a Lexus luxury automobile, it means adopting a human-focused approach: taking care of the driver and passengers, anticipating their every needs, attending to their comfort and helping to protect them from hazards. The Lexus brand philosophy appears externally in its design concepts, which is also one of the critical essences that fuels the brand's evolution and differentiation, according to Ezumi.
The automaker is providing as many art-inspired design options as possible, to create a luxurious feel as soon as the customers get into a Lexus car.