GROWING WITH NEW ENERGY
Energy is one of the latest buzzwords in the automotive industry.
That’s largely because today’s cars are no longer confined to just gasoline and diesel – innovations in battery packs and motors mean electricity has transformed the way we move. Indeed, Lexus is a pioneer in this field by introducing the first-ever hybrid-electric luxury car, the RX 400h crossover, in 2005.
But energy isn’t just for the cars that we buy – it’s also essential to the dedicated people who we buy our cars from. And no one exemplifies this better than the youthful Carlo Ablaza, who was appointed president of the Lexus Manila dealership in Bonifacio Global City (BGC) this month, succeeding the highly capable and fit Raymond Rodriguez.
“You always want to make your brand dynamic and youthful,” the 47-year-old executive told Inquirer Motoring in an exclusive interview at Lexus Manila.“Younger leaders bring in that energy for leading a company,” Ablaza added. “We can be in touch with the younger market. There’s more dynamism.”
25 years of experience
Even though he is a relatively young top executive, Ablaza is no greenhorn.
He started his career in the car industry in 2000 with Toyota Motor Philippines (TMP), the mother company of Lexus Philippines, as part of the marketing staff for dealer development. He shot up the ranks over the last quarter-century, including being chief revenue officer of Toyota Mobility Solutions.
Ablaza likewise has extensive experience with Lexus Philippines, having managed the brand since 2013. And besides his stint as the luxury brand’s vice-president for sales and marketing, he was appointed Lexus Manila general manager in 2023.
“I’m seconded as a TMP employee because Lexus Manila is a subsidiary, so I’ve been tasked with handling the showroom,” he said. Ablaza added that he noted a dramatic shift when he moved from the mass-market Toyota to the high-end Lexus.
“Lexus is all about Japanese luxury, so the brand values are different, the products and offerings are different,” he said. “Tone, manner, everything is different.”
Perks of being techie
Ablaza said his ability to interact with technology, including social media, is a major benefit in his new role.
“I think we’re more in tune with pop culture and the needs of younger buyers,” he said.
This is vital as Ablaza said Lexus clients in the Philippines are getting younger every year, despite what others perceive as a declining interest in motoring among newer generations.“
They’re looking for value, they’re looking for quiet luxury, they’re looking for dependable products, they’re looking for sustainability,” he said. “That’s why most of our lineup includes hybrid variants.”
“Some younger customers would prefer to use ride-sharing or renting cars,” Ablaza added. “They don’t want the hassle of traditional car ownership. But what Lexus offers is the brand value of having a vehicle that can really align with your lifestyle, what you stand for and your core values.”
Enhancing lifestyles
In fact, Ablaza said Lexus goes beyond simply selling impeccably built and sustainable luxury vehicles.
“On behalf of Lexus Philippines, we never stopped building the brand,” Ablaza said. “We never stopped creating events, activities and creating value for our customers. It’s not really just about the cars – something as simple as Japanese pandesal making, we host that.”
Notable collaborations include Lexus Manila’s display at the high-end Mitsukoshi mall in BGC. In addition, the carmaker is the automotive partner of the HSBC Women’s World Championship for the fifth consecutive year, with the tournament taking place starting Feb. 27 at Sentosa Golf Club Singapore. Lexus is also the mobility partner of the new Netflix show “The Maverick Academy,” where eight professional chefs from Southeast Asia compete for the chance of a lifetime. Besides seeing Lexus vehicles in action throughout the five-episode series, the winner will get limited-time ownership of a Lexus LBX hybrid-electric subcompact crossover.
Ablaza said these efforts are all part of Lexus Philippines’ drive to become the country’s preferred luxury automotive brand, adding that the luxury carmaker is studying the idea of opening more showrooms as its customer base grows.
“We align ourselves with culinary, with travel, with golf,” he said. “And we really call our customers “Lexus guests” because when you come into our showroom, it’s our home.”
With this much energy at the helm, expect Lexus Manila to offer all kinds of excitement, whether or not you’re behind the wheel of their electrified and well-appointed models.
