In Bid for More Global Appeal, Lexus Emphasizing Design With a Bunch of Things that Aren’t Cars

Introducing the 2014 Lexus 'non-dealership' building. Can an automotive brand spend money on something that has nothing to do with new product research and development or marketing and still expect the investment to pay off in sales? Good question, but Lexus thinks it has that hypothetical covered with a rather original indirect marketing campaign. After a little more than two decades in business, the brand has established itself as a force in the luxury segment.  While the brand is doing well here in the U.S., Toyota brass thinks its luxury arm can do better, especially abroad, where the company is expanding. Lexus has decided that its plan for winning over global consumers will rely heavily on design focus—not necessarily involving cars. The automaker intends to back up its recent styling binge—the latest GS and IS sedans are arguably the most interesting-looking bunch in the brand's history—with a secondary, more ephemeral push into creating public galleries in major cities, short films, and even a magazine that will showcase its creative cred. If you're thinking Lexus's "public gallery" idea simply means a series of flagship dealerships embedded in fashionable metropolitan centers, you're half right. The galleries, which Lexus is calling INTERSECT by Lexus (the automaker went capital-letter crazy, not us), will be Lexus-branded but won't be stocked with pushy sales people, a service department, or even sell cars. Lexus reps tell us there might be a Lexus model or two scattered about the building's interior, but the key thrust of the stores is to serve as a hip meeting place where guests will "be able to engage with Lexus through design, art, fashion, culture, movies, music, and technology." The first INTERSECT by Lexus gallery will open this summer in Tokyo, and will be followed by spaces in New York City and Dubai. It's not entirely clear what, besides the lure of investigating Lexus models or that ever-important quest for a hip meeting spot, will draw folks into these INTERSECT by Lexus locations. The buildings themselves will be designed by Masamichi Katayama, a famous interior designer, and based on several renderings Lexus provided, will be stylish. Besides being simply a cool place to occupy, the galleries will have stuff people can buy—but, again, not cars. Instead, 'Crafted for Lexus' items—collections of products and art created by local artisans in each INTERSECT location—will be offered for sale. Art and music also will be on display. Backing up the culture-soaked INTERSECT activity hubs is a new Lexus-branded magazine, Beyond. Similar to other automakers' printed efforts, the bi-annual Beyond contains info on Lexus vehicles, as well as "travel, architecture, art, and design from a global and regional perspective." Finally, the automaker is collaborating with the Weinstein Company to bolster up-and-coming film directors by commissioning a series of short movies, premiering the concept this May at the Cannes film festival.  Dig the mood lighting—but why is that LFA blocking the cluster of flatscreen TVs? Lexus's sell-cars-by-not-really-talking-about-cars approach is nothing if not unique. As if to prove how special and cool its idea is, it even announced the whole shebang at an event it hosted in New York City called "Design Matters." The soiree was hosted by actress Kristin Chenoweth and featured a musical appearance by the Roots and Questlove—the kids will love it!—as well as examples of Lexus's commitment to design. We have a hunch that the impetus behind Lexus's outside-the-box marketing push has a lot to do with the company's relative youth. Luxury brands such as Mercedes-Benz, BMW, and Land Rover have been around for decades—or in the case of Benz, a century—and are known quantities that easily can slip into new markets like China or untapped areas of the Middle East. Lexus was birthed unto the world by the ever-anodyne Toyota in 1989, and while its rep as a maker of quietly luxurious and reliable rides is strong, reliability isn't the sexiest of selling points. A company needs more than flattering Consumer Reports and J.D. Power ratings to make a splash in new markets, and in the absence of long-term heritage, we suppose Lexus's attempt at establishing itself as design-oriented and hip is its most viable option. First Drive: 2014 Lexus IS / IS250 / IS350 Sedan Comparison Test: 2013 Lexus GS350 vs. 2012 Audi A6 3.0T Quattro Instrumented Test: 2013 Lexus ES300h Hybrid We look forward to seeing whether the INTERSECT galleries are, first and foremost, effective at attracting customers—or at least curious occupants—through their doors. Assuming Lexus accomplishes that first feat, we're interested in seeing how many of these occupants are inspired enough to consider purchasing a Lexus. from Car and Driver Blog http://blog.caranddriver.com

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