Lexus: Business Strategy

Lexus was a relative newcomer in the established and highly competitive prestige car marketplace. In order to differentiate the brand, it was refocusing its whole business infrastructure to become truly customer-centric, with the objective of becoming a benchmark brand for delivering ‘legendary service’. The challenge was to engage both the owners and managers of the retail network and the rest of the employees to embrace this next step for the Brand and make it happen.

To achieve this, Lexus worked closely with Celemi to create a programme that formed the core part of a one-day conference – the Landmark Events. Stuart McCulloch, Managing Director of Lexus Europe, commentated about the success of the Events: “The Landmark Events that took place in 2002 were instrumental in helping Lexus GB to achieve our 4th Gold Award in the JD Power Automotive Survey this year and, in particular, in improving the customer experience.”

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Celemi Case Story – Lexus