The new Lexus concept showroom has opened its doors to customers in Dubai. Interestingly, the cars are nowhere in sight! While the idea boggles the mind, the concept showroom is actually a very smart move by the luxury car manufacturer to stand out in the crowd.
The Lexus Concept Showroom is a bold new strategy to get customers to experience the luxury and opulence of the Lexus brand without getting behind the wheel. Turning the car showroom idea on its head, the Lexus concept showroom is a social space where visitors can enjoy art, design, culture, film, music and technology. The store will also offer workshops, exhibitions and events centred on the Lexus brand.
This is the second such showroom in the world, the first being the Lexus Intersect in Tokyo which was launched a couple of years ago and has been phenomenally successful. The idea behind the concept stores is to set the pace for advanced technologies and bold designs. Lexus is following the same in the styling and craftsmanship of its cars. Take the latest LC 500 as an example.
The LC 500, toted as the company’s flagship coupe, was launched at the Detroit Auto show this year and has a forward-looking design. The car is powered by a naturally aspirated V-8 motor, as opposed to competitors using turbocharged powerplants.
The launch of the new showroom in Dubai underlines the significance of the Middle East market for Lexus. The company sells around 44,000 vehicles a year in the region.