Lexus strives to make luxury a part of everyday life for customers

Luxuries - be they cars or handbags - are usually marketed as essentials of a desirable lifestyle and items that will make consumers seem appealing, successful and energetic if they buy them.

Toyota's premium arm Lexus, however, is hitting the soft spot of a growing number of middle-class customers in China by getting rid of the gimmicky stereotype.

"Buy a Lexus and you will remain the same you," said Kevin Chen, general manager of the marketing and communication division of Lexus China, in an interview this month.

Over the past years, Lexus is focusing more on building an unassuming image, believing things that are really precious and important are usually those people tend to take for granted.

The brand's aspiration for "thoughtful luxury" is what makes it unique, Chen said.

"We make you feel like you're taken care of because of all the craftsmanship and omotenashi," Chen said.

Omotenashi refers to a Japanese unique approach to hospitality, which roughly means offering the best service without the expectation of any reward in return.

"We at Lexus cherish human beings' basic emotional needs," said Chen.

Middle-class Chinese, who are young, well-educated and independent, are buying this philosophy. Hitoshi Otake, executive vice-president of Lexus China, said the brand has achieved satisfactory results so far this year.

Despite the downward pressure in China's automotive market, Lexus delivered 109,933 vehicles in the first seven months this year, up 31 percent year-on-year.

That's almost four times the average growth rate of premium vehicle brands in the country, according to statistics from the China Passenger Car Association. Sales of its hybrids did even better, rising 43 percent year-on-year to 37,518 and accounting for more than one third of the brand's total deliveries in China.