Lexus chooses Shanghai for latest product debut

Lexus senior executives attened the launch ceremony of LM at Shanghai auto show. [Photos provided to China Daily]

Lexus, Toyota's premium brand, unveiled the flagship luxury MPV LM at the Shanghai auto show. The new vehicle was regarded for its combination of traditional oriental elements and modern technology to provide diverse luxurious travel experiences for customers.

The world premiere of LM showcases the importance of Chinese market to Lexus's global strategy, the company said.

"As lifestyle tastes and preferences continue to change in China's rapidly growing market, luxury consumers who view their vehicles as more than a means of transportation have expressed a strong demand for a vehicle that offer spacious, upscale, first-class comfort in a sophisticated style," said Yoshihiro Sawa, president of Lexus International.

The LM was made to offer an inspiration space for work, leisure and entertainment, Sawa added.

The four-seat luxury MPV adopts traditional oriental elements in its decoration. For example, partition, an important part of Chinese classical architecture, is used to separate the front and rear rows. The drop screen with adjustable transparency aims to provide a private and quiet space for the car owner.

Lexus also used a silver ink sheet decoration for the first time to integrate the Eastern traditional landscape with interior decoration to inspire the vehicle's passengers.

To create a comfortable ride, LM provides lenient rear-row independent executive seats, which can flexibly recline backward. The MPV is also equipped with a 26-inch screen in the rear row, which enables connection with a smart phone and iPad as well as the ability to play Blu-ray videos. The 14-liter in-car refrigerator allows passengers to drink champagne to relax.

"As we transform into a luxury lifestyle brand, we continue to explore new territories in design, performance and guest experience, so we can connect people with amazing experiences," Sawa said.

LM, together with flagship luxury sedan LS, luxury coupe LC and full size luxury SUV LX, will allow Lexus to serve its customers with a strong product line.

Last year, China accounted for 23 percent of Lexus's total sales, with 160,000 units, accounting for an increase of 21 percent year-on-year. By mid-April, Lexus has sold 49,213 units in China, up 7.8 percent compared to the same period last year, including 17,208 hybrid vehicles.

China's overall auto industry showed downward trends since the second half of last year, but the luxury brands maintained a steady growth.

Hitoshi Otake, executive vice-president of Lexus China, said Lexus will make the sales plans with crisis awareness, considering the challenges of economic fluctuation, stricter vehicle emissions rules and tax adjustments in China.

"Compared with sales, Lexus will pay more attention to improve the core competitiveness of the brand and improve the service quality to reach a higher satisfaction from customers and dealers," Otake said.

"As the young generation gradually become the main consuming force, we plan to launch more marketing events targeting at the young and offer services beyond expectations," he added.

Kevin Chen, general manager of Marketing and Communication Division of Lexus China, said: "Since entering China in 2005, the number of Lexus users is about to exceed 1 million in China. Treating the guests with the utmost sincerity assists Lexus to be approved by million users, which is our unique brand advantage."

For its next step, Lexus will develop more products to meet personalized demands of Chinese customers, while also delivering its unique deluxe services to more users.

Beyond cars, Lexus applied its design language to a boating lifestyle. Lexus unveiled the flagship the Lexus LY 650, a 65-feet luxury yacht, in an effort to explore new ways to provide luxurious lifestyles.

Lexus has also hosted the Lexus Design Award for seven years. The annual awards aim to nurture young innovative designers.

A Chinese designer named Yuan Shuzhan made it to the final, and introduced his design prototype to a global audience early this month in Milan Design Week.

caoyingying@chinadaily.com.cn