Toyota has decided to restructure the brand strategy for Lexus in India five months after it debuted the brand. To enhance its positioning, Lexus will now be a standalone brand called Lexus India and will operate independently of Toyota’s activities in India. A stronger, improved leadership structure helmed by Akito Tachibana, chairman, Lexus India is also in the pipeline for the brand, which will focus on managing operational efficiencies to grow the brand in a sustainable manner. Arun Nair will take on the position of vice-president and will supervise operations.
Toyota had debuted Lexus in India in March this year with a range that comprised hybrid vehicles like the ES300h and RX450h as well as the LX450d. The company went on to open four guest experience centers for Lexus in Mumbai, Bangalore, New Delhi and Gurgaon.
Commenting on the new strategy, Nair said that even within the span of a few short months, Lexus has received excellent feedback. Lexus has opened four guest experience centers and is heavily promoting the brand as a luxury lifestyle brand through initiatives like the Lexus Short Films. He said that the decision to make Lexus a standalone brand is meant to help the brand grow further and achieve further, sustainable growth in India.”
Akitoshi Takemura, president, Lexus India said, “India is an extremely important market for Lexus. Today’s announcement of a new and independent organizational structure is a signal that we intend to build a business that continues to drive growth not only in India, but with India and for India.”
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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