This Day On The Street
Continue to site
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

How Lexus Is Selling Lexus Without Having to Sell Cars

NEW YORK ( TheStreet) -- Lexus (TM - Get Report) has long been known for creating luxurious experiences for its customers. But until now that luxury has been associated with high-end automobiles.

In a unique move for a carmaker, Lexus has opened its first luxury "experience space" -- which is not to be confused with a car showroom. Or a retail store, for that matter.

As Lexus describes it, Intersect by Lexus is a place where people can experience Lexus without getting behind a steering wheel -- places for "interaction among people and between people and cars."

That interaction can take place in a variety of ways. The first Intersect by Lexus, which opened Aug. 30 in Tokyo's trendy Aoyama district, includes a cafe and an exhibition space on the first floor. On the second floor is a library lounge where food is served and a shop selling lifestyle items crafted for Lexus.

"The origin of the idea comes from a desire to expose people to a different side of Lexus -- more of the emotional side of the brand that we are trying to emphasize of late," Lexus Corporate Marketing Manager Will Nicklas says. "When you look at a consumer of luxury goods, it's about more than just the product for them. It's also about a connection people have with the brand. This provides a physical place where we can do some exciting things and have some exciting collaborations and in the process, connect with our buyers and with the community in a new way."

There will only be a handful of experience spaces around the world. The next is slated to open in New York City, with a date and address to be determined. The company has not yet signed a lease. Dubai will also be host to an Intersect by Lexus shop, but additional cities haven't been identified.

1 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
SYM TRADE IT LAST %CHG
TM $141.21 0.00%
AAPL $130.28 0.00%
FB $81.53 0.00%
GOOG $565.06 0.00%
TSLA $218.42 0.00%

Markets

DOW 18,080.14 +21.45 0.12%
S&P 500 2,117.69 +4.76 0.23%
NASDAQ 5,092.0850 +36.0220 0.71%

Partners Compare Online Brokers

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs