The Relentless Pursuit of Perfection wasn’t just an ingenious and highly successful advertising campaign. It was a guiding philosophy that would define a brand and completely reshape the automotive industry.
For years, Germany and America had a tight grasp on a huge portion of the luxury car market, while Japanese manufacturers had traditionally been known for economical and reliable transportation. That was until Toyota’s chairman asked the top brass one question – “Can we create a luxury vehicle to challenge the world’s best?” Six years and a billion dollars later, the answer was a resounding YES known as the LS 400.
Heralded for its build quality, appointments and quietness, the LS 400 quickly won numerous awards and rated better than both the Mercedes 420SEL and BMW 735i at a fraction of the cost. While the champagne glasses gently tinkled, the old guard was left scrambling as their sales plummeted by up to 30 per cent. Lexus, along with Acura and Infiniti, firmly established Japan as a major player in the upscale vehicle market.
It wasn’t just the extraordinary reliability, comfort and value; but also the unparalleled service that would help to forge Lexus’ astonishing level of customer devotion. A legendary auto industry story goes… An early voluntary wiring recall would see technicians sent to pick up, repair, and return some 8,000 cars to customers at no charge – even if it meant flying in mechanics and renting garage space in remote areas, all in just 20 days! This unheard-of level of commitment did not go unnoticed and the media lauded Lexus for its efforts.
Fast forward 25 years to the self-service age. Do-it-yourself has replaced how-can-I-help you, and yes please is now yeah-yeah.
The new home of Regency Lexus at Burrard and 6th is an innovative global design flagship location for the luxury brand. Designed with imported tile, colourful canvasses, glass staircases and a new platinum look, the brown and gold of old has been replaced by a bright, open air theatre with leather seating in offices of glass, and classical piano. There’s also a lounge space and even indoor parking.
Its 14,000 square feet, over two separate levels, features a wide range of beautiful automobiles, with the upper level dedicated as an F-Sport showroom and event space.
Also being unveiled is the Lexus exclusive ‘Butler Service Program’ that general manager Izzam Ahamed refers to as a philosophy: “A specifically crafted approach, designed to enhance your automotive buying and service experiences.”
Sales professionals are now more akin to long-term account managers who strive to understand and anticipate your needs. Much like your favourite hotel remembers you prefer the room away from the elevator and two extra pillows, the butler service offers little things like having your favourite beverage or radio station ready and bringing a test drive to you
A genuine ‘car guy’, Izzam grew up in family run dealerships and is amongst a rare breed who ‘gets’ that the key to success is in the long-term relationships.
As we conclude our interview with a tour of Kitsilano in an impressive ES 300h, Ahamed says, “By taking the time to listen to our customers, we’re better able to meet or exceed our clients’ needs and expectations now, and in the future.”
Indeed!
Craig James is a writer for PrevailPrevail.com, on online guide to the good life hosted by Prevail of Swollen Members fame. This is one of the articles that Prevail has provided WE Vancouver in the lead up to his “guest editorship” on May 22.
