RIGHT from the start, LEXUS Malaysia managing director Kuah Kock Heng makes it clear that recording voluminous car sales was not the main objective of the company.

“Our focus was never about pushing the numbers,” Kuah told StarBiz at the company’s LEXUS Centre in Mutiara Damansara recently.

LEXUS Malaysia is the luxury division of UMW Toyota Motor Sdn Bhd.

Kuah said that the company’s emphasis was on quality rather than quantity.

“Our goal is to build the brand and create better (brand) awareness. We want to highlight the luxurious image that the brand portrays. When our customers purchase a LEXUS, they are buying a lifestyle, an experience – and not just a car,” he said.

Still, that does not mean the company does not have a sales target.
LEXUS not into the numbers game

“We are aiming to sell 260 units this year, even though we know we can go higher.”

Business began for LEXUS Malaysia in January 2007. The company has launched four models – the LS 460L, GS 300, RX 350 and IS 250.

In 2007, the company collectively sold 195 units. Up until May, LEXUS has sold 84 LS 460L units, 112 GS 300 units, 43 RX 350 units and 52 IS 250 units.

“Based on our sales so far, we are confident that our (sales) target for 2008 will be met, if not surpassed,” Kuah said.

He also said that there were no plans to launch any new models at the moment.

“We are studying the market and a lot will depend on customer demand. There are no plans for any new launches now and we will concentrate on the four models that we already have.”

Kuah said that the LEXUS brand was already well known throughout the world, even within the Asean region – especially Malaysia.

“When we started the business in Malaysia, a lot of people asked why we didn’t start it sooner. Our philosophy was to start it right and not rush in too quickly.”

According to Kuah, the LEXUS brand has a market share of nearly 5% within the luxury car segment in the country.

“After one and a half years of operation, the brand awareness has improved significantly and we will continue to build the brand further,” he said.

When asked about the recent fuel hike and the potential impact it would have on the company’s business, Kuah’s response was a humble smile!

“The buyers within this (luxury) segment comprise people who are successful. It is unlikely they would let the hike in petrol prices affect their lifestyle. The impact within this segment is minimal. If anything, the purchasers would surely know how to adjust their lifestyle to accommodate any changes,” he said.

Kuah said it was no surprise why the affluent could so easily identify with the LEXUS marquee.

“The people who chose LEXUS are those who enjoy the finer things in life. When you own a luxurious item, you have to feel it and the (LEXUS) brand complements that well,” he said, admitting that he too was a LEXUS fan.

Apart from the line-up of posh cars, the six-storey 3S LEXUS Centre itself is something to marvel about.

Opened in January 2007, the high-class facility sits on about an acre of land and measures about 11,400 sq meters in size and employs about 35 people.

The facility is equipped with a lounge, business centre, showroom, children’s room (equipped with a Playstation 2, smoking room, concierge, conference room, delivery area, e-catalog room, function room, staff offices and more.

“When people come into our centre, we want them to feel the “LEXUS ambience” and let the experience do the talking,” Kuah said.

The LEXUS Centre in Mutiara Damansara is the only LEXUS-dedicated 3S centre in Malaysia.

“We service customers from all over the country,” Kuah said, adding that the centre was dedicated towards achieving and maintaining the highest level of customer satisfaction.

On whether there were plans to set up a new 3S centre to accommodate the growing customer base, Kuah said: “When we are satisfied with our business volume, perhaps then we will set up a new centre.”

“The LEXUS brand is still new in Malaysia. But we are confident that there would be better recognition in the near future.”