‘Pinoytenashi’ pushes Lexus to lead in PH luxury car market
No one, particularly among the young, would ever imagine that Lexus was once an upstart underdog, nor would they know that the marque isn’t even 40 years old. Yet, it has already been widely regarded as the world’s most dependable automotive brand, unseating even established luxury European leaders.
Automotive historians have written about Toyota’s research into the luxury car market, describing it as thorough, methodical, and relentless. In the book “The True Story Behind Lexus,” author Marc McCullough describes how a team of experts was assembled and tasked with analyzing every aspect of the industry. “They studied not only the vehicles produced by the top European brands but also the very essence of what made these brands so appealing to their customers.” McCullough also wrote that “through this exhaustive analysis of the luxury car market, Toyota was able to uncover not just the gaps in the competition, but the deep-seated desires of its potential customers.”
In the book “Lexus: The Relentless Pursuit,” author Chester Dawson wrote that Lexus took the European luxury car brands by surprise. “Exhaustive market surveys commissioned by Toyota Motor showed that, ironically, luxury cars had some of the highest levels of customer dissatisfaction. This was despite—or perhaps because of—the fact that they were also the vehicles with the highest profit margin for manufacturers, who seemed to expect their very best customers to whine.” He added that Toyota Motor would do no such thing. “Its luxury division stole the march on its rivals immediately upon its debut in 1989, impressing both American car buyers and a cynical auto press.”
The next 37 years, of course, have been etched in automotive history.
These references provide context as to why the people behind Lexus, even in other parts of the globe such as the Philippines, maintain that same persistence and passion after nearly four decades.
Lexus debuted in the Philippines in 2009. From the start, the local dealership, Lexus Manila Inc. (LMI), attracted a team of passionate and persistent professionals.
At the helm of Lexus Manila is a man whose surname is quite literally “on fire.” Carlo Ablaza was appointed as president on Jan. 1, 2025. As a lifelong car nut and self-proclaimed gearhead, Ablaza’s passion for things automotive has been constantly “ablaze.”
“Leading an automotive dealership feels entirely intuitive when you’re an enthusiast,” Ablaza said. “My personal passion bridges the gap between complex operations and the genuine needs of our customers. This deep-rooted product knowledge makes technical specifications and dealership operations second nature, allowing me to deliver a seamless experience across both new vehicle sales and long-term after-sales support.”
This intuition led Lexus Manila to a stellar 2025, securing the No. 1 spot in the Philippine luxury automotive market and No. 2 in both Lexus global market share and Asia Pacific sales volume.
But it hasn’t been a smooth ride. Ablaza noted that economic uncertainty and reduced consumer confidence created a “slowdown” in the luxury segment. To counter this, he leans on 238 Lexus Manila associates and a philosophy he calls “tenacity.” For Ablaza, tenacity is defined quite simply as the unwillingness to give up.
When asked to share a specific instance or “success story” from last year that encapsulates why Lexus Manila was recognized, Ablaza noted: “It’s hard to point to just one moment because our success really comes down to the passion of the entire Lexus Manila team. Whether it’s a warm hello in the dealership or the comfort of our service reception lounge, we know it’s the little details that make the biggest difference. Every small effort adds up, and that’s how we make sure every guest walks away with a truly amazing experience.”
While the brand is built on Omotenashi (Japanese hospitality), Ablaza sees a local version at play. He laughed at the suggestion of calling it “Pinoytenashi,” but pointed to a deeper Filipino concept. “The nearest word is ‘malasakit.’ For me, luxury operations here are still traditional—respect, trust, and careful anticipatory considerations are part of the journey. Nothing is rushed, there is no pressure. There is a sense of occasion. The vehicles and our facilities with modern conveniences can be called high-tech.”
This wasn’t the first time Ablaza cited the Japanese spirit of hospitality that fulfills a guest’s needs before they are even expressed. He stressed in 2025 how Lexus’ growth reflects a journey that hasn’t once veered far from the brand legacy—one built on the philosophy of Omotenashi.
By treating every day as a “reset” to zero and every customer as a guest in his own home, Ablaza ensures that the Lexus flame stays bright in the Philippines.
