Lexus Manila’s new head honcho on how dependable luxury makes a sales champ
One thing remains indisputable – Filipinos love anything and everything Toyota.
That’s probably why it’s no surprise that Toyota Motor Philippines (TMP) once again dominated the sales charts in 2024. With 218,019 units sold, the Japanese carmaker cornered a staggering 46.7 percent of the local automotive market.
But what few may know is that Lexus Philippines, TMP’s posh sibling, also grabbed the back-to-back crown in the country’s luxury-car segment. This comes after decades of domination by European players like BMW and Mercedes-Benz.
Recently appointed Lexus Manila president Carlo Ablaza explains why many well-off Filipinos are turning to Lexus for a ride that is truly a cut above.
During the annual TMP Dealer Awards, it was Ablaza who received the Lexus Dealer Achievement Award for Lexus Manila, Inc.’s numerous achievements.
Matibay na luxury
Many European car owners (like myself) are already resigned to the fact that our rides will have often-pricey problems, especially when we keep them for several years.
This is something that will never trouble the Lexus owner, Ablaza told Inquirer Motoring in an exclusive interview.
“I think it goes back to the core values when Lexus was incepted – durability, Japanese craftsmanship, amazing customer experience,” Ablaza said. “A dependable, worry-free luxury car that will be on the road for years. Matibay na luxury car.”
Lexus was founded in 1989 and shook up the global luxury-car market with the first-generation LS 400 full-size sedan. The brand offered buyers a credible and well-priced alternative to established albeit temperamental offerings from Europe.
Ablaza said all this is grounded in omotenashi, which is a Japanese word that means hospitality, thoughtfulness and anticipation of guest’s needs. Lexus uses it as a guiding principle to make sure that its guests, which is how the carmaker refers to its customers, feel welcome and well-cared for.
“You have to drive it,” he said. “There’s a sense of occasion, there’s a sense of omotenashi from the moment you touch the door handle and you sit down. It’s a sensory experience that you cannot get in other cars.”
All powertrains available
Republic Act 11697 or the “Electric Vehicle Industry Development Act” transformed Philippine roads when it lapsed into law last April 2022.
Combined with President Ferdinand Marcos Jr.’s Executive Order No. 12 that removed tariffs on all electrified vehicles, Filipinos are now spoiled for choice with internal-combustion engine (ICE) vehicles, battery-electric vehicles (EV) and hybrid EVs.
“Locally, I think the hybrid powertrain is currently the best solution for the local luxury market,” Ablaza said. “We also offer EV and ICE. It’s really giving the customers what they want.”
“For me, EV in the Philippines is still in its infancy,” he added. “Although there are customers who are willing to experiment with EVs and we do offer such products, we still have our hybrid vehicles as our stepping stone into electrification.”
As of press time, Lexus Philippines has HEV versions of the LBX, UX, NX and RX crossovers, the IS, ES and LS sedans, along with the LM multi-purpose vehicle. The Japanese luxury automaker also offers two EVs locally – the UX 300e and the RZ crossovers.
Tapping young successes
Ablaza said Lexus Manila, as the country’s sole Lexus Philippines dealership as of press time, is likewise targeting younger buyers by making the brand an important part of their lifestyle.
“Some younger customers would prefer to use ride-sharing or renting cars,” he said. “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.”
Engaging a new generation of clients should be easy for the relatively young and social-media savvy Ablaza, who has been working with TMP in various capacities since joining in 2000. 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.
“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.”
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.
Want to bet that Lexus Philippines will be on top three times in a row by the end of 2025?
