Lexus South Africa continues its national expansion plans with the announcement of the opening of its latest dealership in Cape Town.
Lexus Cape Town City is the latest of 14 planned standalone dealership to open its doors as part of Lexus’ revitalization plan launched in June 2006. The new look dealership boasts the brand’s new corporate identity offering customers a unique experience in a distinctive atmosphere and environment.
The relaunch of Lexus globally came about to emphasise the exclusivity and luxury that Lexus represented in the North American market where it was first introduced in 1989. There it has become a market leader in sales and service as well as quality, factors that are now beginning to be reckoned with in Europe, Asia and South Africa as those markets separate Lexus from parent company Toyota.
“The new-look dealerships form an integral part of Lexus’ brand strategy to market purely premium vehicles in a suitable environment,” says Kevin Flynn, General Manager of Lexus South Africa.
“In addition to providing an excellent product range and service, a professional dealership plays a vital role in expanding our presence in South Africa and builds on a strong foundation of increased sales and awareness of the Lexus brand and what it stands for,” added Flynn.
Lexus continues to invest in infrastructure in South Africa, creating a strong foundation from which to grow the brand further. “Our dealerships are the biggest touchpoints of our brand for our customers,” says Flynn. “Their environment and the people that work in them create the unrivalled experiences that create the levels of customer satisfaction independently identified by J.D. Power and Associates as the best in South Africa.”
The new dealerships have a look that builds on Lexus’ philosophy of simplicity. The redesign, based largely on philosophies implemented in Japan, portrays elements of L-finesse, the design concept of simplicity, form and function used for Lexus’ range of premium vehicles.
The customer experience begins from the moment they enter the premises through the large glass doors. Customers, referred to as guests by the Cape Town City staff, are greeted in a plush reception area, boasting a double-volume atrium with overhead views of the crisp and clean service area. The marble tiled spacious showroom, featuring each one of the five models in the Lexus line-up, is laid out against a panoramic view of Table Mountain and Devil’s Peak.
The Lexus L-shaped motif is used extensively in the layout of the showroom itself right the way through to the workstations positioned at right angles to the sales floor to be less obtrusive and welcoming to guests rather than a barrier. The service reception is equally welcoming.
The fine attention to detail is reflected with special touches like the soothing strains of classical music and brilliant white finishes throughout the premises.
The dealership continues its distinguished aura beyond the sales floor by offering visitors an extension of their businesses. The boardroom can be used by clients as an ‘office from home’ facility where private business meetings can be held while their car is being serviced or valeted.
Subtle design cues distinguish the pre-owned car showroom from the primary sales area, primarily the use of matt, rather than high-gloss tiles.
Lexus Cape Town City, headed by Dealer Principal, Doran Jaffee, are eager to meet potential Lexus drivers and continue entertaining existing owners. Visit them at 73 Hertzog Boulevarde or give them a call on 021 418 5201.