About two years ago, the management of Toyota Indonesia hired MarkPlus&Co as their consultant to help them prepare the launch of their luxury car, Lexus. It is true that Lexus has been available in the Indonesia market years ago but went through independent importers. Now Toyota wants to cater their Lexus themselves. (Note: until now, Lexus is not assembled in Indonesia but in Japan).
At that time, there was much doubtfulness to launch the car. The raise of oil price in 2005, the decrease of people buying power, the anti corruption movements, and tough competition in the luxury car market made things complicated. But as a marketer, I believed that there is a way to make it good. We did a series of quantitative and qualitative research, from analyzing the data, asking the expert opinion and other luxury car showroom benchmarking (locals and overseas).
From the insights that had been gathered, we came out with some suggestions and one of them was to build something more than a showroom. We suggested an artistic place and called it a ‘gallery’. What are the differences actually? There are a lot of differences between a showroom and a gallery, but the main thing is: in a gallery there is a “customer flow”, just as when we visit a painting gallery or statue gallery. In art galleries there is a flow and story – the same concept applied in the Lexus Gallery. The Lexus Gallery must also support Lexus’s positioning in Indonesia “Perfection of Personal Enjoyment” which is a translation from its global positioning into Indonesia market. Another interesting fact from the gallery is that most of the staffs (including the sales team) were recruited from the hotel and banking industry which are the best-practice of service excellent, not from an automotive background.
Finally, I just want to say that I am proud to be a part in the creation of Lexus Gallery and it is a truly Fine-Crafted Marketing Masterpiece.