COVER STORY
An exclusive invite brings Lifestyle Asia's Editor-in-Chief Dong Ronquillo to the rainforests of Costa Rica to experience LEXUS’ brand of luxury with innovation
Charmaine Lagman reveals her personal beauty routine and discusses the essence of what makes life truly beautiful
Twenty-seven hours, three timezones, four airports, and countless airline and airport meals after, we were transported to one of the most beautiful paradises on earth, Papagayo, Costa Rica. Lexus International, a top player in the luxury automotive market brought us here for two main reasons, to celebrate and get to know its thirty-year history and to "experience amazing", which is what this lifestyle brand is all about.
Pura vida, a typical gesture and saying in Costa Rica, means ‘pure life’. It is a motto intrinsic to every
Costa Rican and a pursuit manifested in their service. A principle intertwined in everything that they do, it embodies the Costa Rican’s love for life and enjoying the present. This way of life is pretty much a perfect match to this Japanese luxury car brand’s very own principle of omotenashi which typically embodies anticipatory hospitality and creating emotional value. Unyielding omotenashi has been a tenet at the core of their values. This is a principle ingrained in every design and thought process behind every Lexus car.
Costa Rica is an exquisite county, rich in culture, biodiversity, natural splendor, and known for ecofriendly initiatives and technologies. In fact, unknown to many, Costa Rica uses 100% natural and renewable energy for the whole country. They also protect and cultivate their lush green environment and place the conservation of their local flora and fauna on top of their country's priorities. And Lexus, as the pioneer and leading producer of hybrid luxury vehicles around the globe, shares a like-mindedness with Costa Rica, whose blossoming economy makes this country not only a symbolic and perfect market for Lexus but also makes it the best destination to hold its 30th anniversary.
THE LUXURY BRAND’S HISTORY
The luxury automotive market has been very fierce. As more economies grow, the luxury market follows suit. With countries like China, India, Brazil, Russia, Indonesia, and other Asian countries developing massively, the luxury automotive industry doesn’t show any signs of slowing down. With the United States and Europe continuing to be a profitable market for luxury cars, the relentless pursuit to gain market share amongst the luxury car makers becomes more competitive than ever.
Innovation into the future and evolution as a global lifestyle brand are keys to success. Key features and specifications of cars have always been at the forefront
of the industry, but the trend is shifting, and evolving to be more experiential, focusing on the emotional value derived from driving or riding the car. And Lexus international is at the forefront of this evolution, leading the path by anticipating the customer's every need, with great attention to detail and the highest quality standards—compliant to the Japanese principles that set Lexus apart.
In the last thirty years, Lexus has fast transformed into a global luxury lifestyle brand that values tireless innovation and the need for stunning designs. These are essential for its sophisticated and discerning customers that have also changed over the years. Without a doubt, this mindset has elevated the brand and paved a clear path for them to surpass its older European counterparts in the luxury car market.
LA Japanese car born in the United States. It is an interesting journey that must be told. When Toyota penetrated the US market and made its mark on the lives of Americans, thirty years ago closing the market gap was not the primary goal. It provided a car that was reliable, durable, and of outstanding quality. But as Toyota customers evolved, prospered, and became more affluent, it was only strategic to go beyond and provide the needs of their market. Note that these are loyal Japanese car owners. What if they wanted more—a bigger, better and a more premium Japanese car? This presented an opportunity for Toyota, that the idea of a Japanese luxury car is not too far fetched after all. Hence, the birth of the brand, Lexus.
Entering a new phase in its history and into a category new to them, there was no guide or playbook to follow. In 1983, Toyota’s most prolific executive challenged his team and ignited a revolution in the company. “It’s time”, then Eiji Toyoda said. His decree was “to build a car that is best in the world”. The result was astounding. It emboldened its identity and invigorated the spirit and its indomitable dedication to providing amazing customer service to date.
The 80s was a time when resources were plentiful
and the appetite for risk was healthy. In 1984, a 15-person planning team was chosen, tasked with a mission. After 450 prototypes, 2.7 million miles of road testing, and the hard work of 1,400 of the world’s best engineers, a new milestone in the brand's history was made. By 1989, the Lexus brand was launched and this gave birth to the first Lexus car, the LS 400. Lexus had just reinvented the luxury car market. and though this came with challenges, overall, it was a huge success. The detailed craftsmanship, manufacturing efficiencies, highest quality standards, and unparalleled customer service set the stage for the future of Lexus.
MASTERPIECES IN MOTION
I love to drive. Driving is therapeutic for me. And of course, I have a penchant for nice, luxurious, and stunning-looking cars. I was so fortunate to be able to drive different Lexus cars, not in Manila, but Papagayo, Costa Rica, no less. The roads were long and smooth, and not many cars surrounded me. It provided the perfect avenue to drive and enjoy the Lexus cars. Not only did I drive the new Lexus cars but also thirty-yearold museum cars that were shipped from the United States. The LS 400 was ahead of its game. It ran very smooth with great handling experience. The acceleration was fast even though it was an automatic car three decades ago. I was able to drive automatic cars in its first generation and you would need to step on acceleration pedals hard to get the acceleration you want and get to a faster speed. But the 30-year old LS 400 was different. The incredible engineering targets that were set for this car in its inception were 155 mph top speed, 0.28 coefficient of drag, and 58 decibels at 60 mph. They made the impossible possible at a time when not only did they redefine the luxury car market but also caused a major disruption in the game as well. It soon gave birth to the first luxury crossover car-SUV ever created, the RX 300, which I was able to drive too. It perfectly combined the comforts of a luxury vehicle and the functionality of a sports utility vehicle. It now holds the distinction of
being the best-selling car of Lexus, worldwide.
As a one-market, two-model luxury car manufacturer in the 80s, the juggernaut car manufacturer is now sold to 90 markets with a diverse and highly competitive luxury car market portfolio. Lexus has rapidly evolved with focus and intent. The focus has shifted to the next generation of luxury car consumers. It has strengthened its appeal by evolving its Lexus design and creating a strong visual identity. Although the old Lexus was solid in its execution of reliability and luxury, it was not expressive enough and not answering the needs of the new generation. Some would even say that both exteriors and interiors of the former Lexus cars were quite boring.
Now, the Lexus designs amazes just about everyone. They're exquisite. As most Filipinos would say it, gwapo or good-looking. And it truly is. When I saw the new LS 400h, my jaw dropped. I wanted to take it out for a spin. It was sleek, modern, sophisticated, and striking yet simple. Its dynamic look immediately caught my attention. I went inside and sat on the driver seat. The interiors captured the Japanese sense of beauty and craftsmanship. The attention to detail was obvious and every detail was conceived with intent and purpose. It was an amazing experience. As soon as I sat inside the car and drove it, I was sort of transported to a different world. I felt safe and in control, with nothing and no one to stop me from enjoying this experience.
Lexus has embraced a “yet” philosophy, exhibited by its fuel-efficient features and elegant yet aerodynamic attributes. Traits are magnified not only in the new LS 400h and other sedans but also in the SUV range, of
UX, NX, RX, GX and LX models. In 2005, the RX 400h became the first luxury gasoline-electric hybrid vehicle in the world. It showed how a complex Lexus hybrid drive system can be smooth, reliable and fuel-efficient.
READY, SET, AND GO!
I drove the Lexus GX around Papagayo. We went to Rio Perdido, which was two hours away from where we stayed at The Four Seasons hotel. Rio Perdido is tucked in the middle of the rainforest. The long and winding roads ran through different terrains. We had a sumptuous meal and enjoyed various activities which included enjoying the hot spring river, a spa, thermomineral pools and other canyon adventures such as ziplining and trekking. The two-hour ride was amazing and smooth. I didn’t mind driving back and forth with the Lexus GX. The engine and handling were responsive. And as proof of its fuel efficiency, the gasoline gauge
did not even move. This, despite my heavy foot on the gasoline pedal.
Lexus vehicles do not compromise. Combining different elements to increase the sense of luxury by seamlessly anticipating the consumer needs, and exhibiting elegance in design by combining soft with solid, and fluid with sharp. This is truly the Lexus mark that is distinct to the brand. The designs are harmonious. Every angle, interior or exterior provides a sense of excitement and surprise. The Lexus design is not only functional but also stunning in form. Lexus has built a reputation for quality, dependability, and luxury.
When I drove the Lexus vehicles, I was able to drive several models, the LS, GX, UX, NX and notably, my dream Lexus car, the LC. Driving the LC 500h took me on a different level of car experience. I was able to emotionally connect with the car and felt that I can do anything I wanted to. I really did experience amazing.
Lexus consistently proves its passion for creating something amazing, exciting, and surprising. No doubt that Lexus has already reached the echelons of the luxury car industry and has astoundingly reimagined the automobile market. It continuously crafts with innovation and a sense of luxury, and designs thoughtfully, touching its users' inner emotions.
Demonstrating an ideal balance between top-notch engineering and design, Lexus paves the way for the future of the luxury automotive market. The brand integrates itself into the lifestyle of its target market creating a distinct and emotive brand that deeply connects to its consumers. Thirty years of accelerated growth and innovation have brought Lexus to what it is now in the world stage. It has become a globally-relevant Japanese luxury car brand. In the advent of societal changes, Lexus is at forefront of adapting to different luxuries: Me, individual wellness focus; We, sharing economy; Real, desire for real experiences; Time, every minute is valuable; and Choice, a new level of service expectations. This is what will make Lexus a cut above the rest. The power of its designs, delivering exceptional experiences, technology and innovation, and its Japanese principles of omotenashi will bring it to the future and beyond.
So will Lexus get into Electric Vehicles (EV)? Yes, no doubt. As the pioneer of luxury hybrid cars, this is something we should expect in the next few years. We can only imagine how Lexus will again disrupt and reimagine the EV luxury car market, and I’m quite excited to view their concept at the 2019 Tokyo motor show.