Toyota Readies Lexus for Japan Launch

Premium Buyers in Japan Currently Purchase European Brands

It's hard to believe that the most influential Japanese luxury automotive brand isn't even available in its home market. This will

The most influential Japanese luxury automotive brand isn't even available in its home market. (Photo: Lexus)

change shortly, as the Toyota division will soon open 150 top-tier dealerships throughout Japan in an effort to extend the Lexus luxury image around the world.

Its dealership experience will have to be extraordinary to pull new customers through the front door, as Lexus is far from a household name in Japan.

According to Toyota, its new dealerships will showcase the best in customer service and sensational style. The automaker invited the media to a new Lexus retailer in Tokyo Thursday, and reports of a "shimmering white

"Lexus hopes to grow into a younger premium brand for Japanese of the 21st Century with new values," commented Takeshi Yoshida, head of Lexus development. (Photo: Lexus)

showroom of glass walls and leather couches" have been circulating. The dealership will open August 30th, when the brand's 2006 model lineup becomes available in Japan.

Lexus will attempt to differentiate itself from traditional European rivals, such as BMW and Mercedes-Benz, which are extremely popular among premium buyers, by targeting a more youthful clientele "who aren't afraid to assert their Japanese identities and sensibilities," or so says Takeshi Yoshida, head of Lexus development.

"Lexus hopes to grow into a younger premium brand for Japanese of the 21st Century with new values," he added.