Lexus rethinks retail approach but shuns agency model

Lexus is set to shake up its customer experience, starting with the new LBX, its first model designed specifically for the European market. It introduces a new approach to trim levels in which specifications aren't arranged vertically but horizontally, with customers encouraged to choose their stylistic preference. The four trim levels, or rather ‘atmospheres', are dubbed Elegant, Relax, Emotion and Cool, each targeting a different audience. Lexus Europe boss Dimitris Tripospitis described Elegant as being for a fashion-conscious, sophisticated buyer; Relax for a more “classic style” with luxury elements; Emotion for the urban customer looking for a sporty car; and Cool for the urban but more luxurious market. Each is expected to be priced on a level footing. “What's important is your personal tastes,” said Tripospitis. The arrival of the atmospheres will coincide with the arrival of a mainstream bespoke programme. This will provide LBX buyers with a degree of interior customisation previously reserved for the vastly more expensive LFA supercar and LC coupé. “If personalisation of your car is essential for you, with this programme you will be able to freely choose your preferred combination of colours, materials, stitching and even seatbelts,” said Tripospitis. He continued: “Bringing this to [the] LBX is another proof that this car is defying segments and deserves its L [badges].” Although the bespoke programme won't be offered in the UK and the ‘atmosphere’ line-up is yet to be confirmed, this customer-first approach will remain key to the LBX’s success in the market. Lexus doesn't plan to follow JLR, Mercedes-Benz and Volvo in adopting the agency sales model – in which a customer buys directly from the manufacturer rather than from a dealer – in the UK, according to Tripospitis. “If you want to make the customer happy, the retailer is the main venue to do that,” he said. “It's a team effort; it’s not one against the other, because then how do you satisfy the customer? “Our retailers are part of us. The way I see it, you [need to] be talking to the retailers; the meetings you guys are having, it's one team spirit. “Of course [you have] different interests; it’s a different business, of course. But if your concept is that you're together to achieve that goal, meaning satisfy the customer and offer him a car and an experience behind it, then you find a solution.” Lexus held the top spot in the National Franchised Dealers Association’s biannual Dealer Attitude survey for seven consecutive surveys before placing second behind Kia in Winter 2022.