WAS it in 1989 that the Lexus ES 350 first saw the light of day in the US? It’s been 26 years, indeed, when Lexus took the bold step of assaulting the American car’s high-end market.
In no time, it reaped rewards. It was a magnificently chiseled sedan that drew oohs and aahs endlessly from a crowd that rarely applauds aliens when it sees one.
The car became a revelation to the discriminating American audience. Sophisticated. Simplicity at its best.
Soon, Lexus would quickly become a motoring byword not only in America but in the entire world; even establishing record US car sales in a whirlwind that is almost unprecedented in history.
What’s funny was Toyota saw it fit to unleash the Lexus first in America and not on its home turf that is Tokyo.
Marketing marvel
TOYOTA was that sure of itself: We can conquer America because we have a product worth the while of America’s car buffs.
It became a marketing marvel.
If you make good in America, as in the Lexus ES 350, the whole world is yours.
And so, after the US, the rest of the world was virtually Lexus playground. When the Lexus ES 350 finally landed in Japan, some years later, it was almost like a national holiday in the Land of the Rising Sun. The occasion almost took the proportion of more than a hero’s homecoming: Lexus, now almost an icon in America, is back on homeland.
Not many knew then that Lexus was Toyota property, including yours truly. And yet, from 1985 onward, I was in the US almost twice a year—for golf and boxing coverage mostly, plus vacation na rin. That routine had effectively ended when my affection for America started to die down, beginning in the mid-2000s. Indeed, all things must pass—including the good ones.
Spencer’s presentation
DURING Spencer Yu’s detailed presentation of the car’s new features, Lexus Chairman Alfred Ty, awed no end by Spencer’s articulateness and rather lavish elaboration of his subject matter, said to Danny “Sir John” Isla: “The kid knows what he’s talking about. Amazing. Puwede nang pakawalan!”
In his welcome remarks, Alfred was all praise for the Lexus and, likewise, paid tribute to his babe of a hotel soon to rise beside the Lexus edifice at Global City Taguig.
“Welcome to the Grand Hyatt project of Federal Land, the anchor development of Veritown,” Alfred said. “I am pleased to share with the Lexus Team the use of this venue because it’s a very fitting event place to hold a small group of close friends and enjoy an afternoon together.”
Didn’t I say I collect speeches? So, here’s Alfred’s piece in its entirety:
“I’m actually torn between wearing my Grand Hyatt hat or my Lexus hat [Lexus chairman] but then again, there’s no conflict as both brands exude luxury in a subtle manner. More of the partnership of Lexus and the Grand Hyatt will be visible once we open the hotel in 2016.”
A day in the life
“WE are excited to welcome you to the first product event for 2015, as this kicks off a series of events for the second semester. Today we have the introduction of the 6th generation ES model. The ES 350 is a mainstay model in the Lexus line up because it is a mid-size luxury sedan ideal for the executive’s car as well as comfortable for the wife and a family of four to use.
“Through the years, the ES has evolved from being an executive car to one that is sportier and with a younger appeal. What used to be a chauffeur-driven vehicle because of a generous leg room in the rear seat can now be also owner-driven, improving on the features and gadgets that focus on the driver of the vehicle. This is another gem we have and we would like to share it with you up close and personal.
“The 2016 Lexus ES 350 is true to our DNA—always in pursuit of perfection.”
I particularly like hearing endings of speeches. Here’s Alfred’s:
“Let the DAY begin but before that, allow me to thank you once again for being an active part of our Lexus Family. Maraming salamat!”
By mentioning the word DAY in his speech, could Alfred be referring, obliquely if not coincidentally, to Jason Day, who won the 97th PGA Championship on Monday—only four days after Alfred delivered his speech on August 13?
To those not yet in the know, Jason Day is a Lexus endorser, his golf apparel bearing the Lexus logo for years now. And, yes, Day is a Filipino-Australian, whose mother Dening Grapilon is from Carigara, Leyte. For winning the PGA, the fourth and last golf major of the year, Day, 27, pocketed a whopping $1.8 million.
If Day should come visit us soon upon the invite of Lexus Manila, he, sure, could become the most prominent Lexus guest to date.
That’ll be day.
PEE STOP. Very noticeable again during the Lexus ES 350 launch is the time-tested tradition practiced by both Toyota and Lexus officialdom: Assemble their big guns whenever a new model is launched. Thus, they were all there again that day and, leading the toasting ceremonies on stage was no less than the Lexus Manila president himself, Danny “Sir John” Isla. Joining him up there were Lexus chairman Alfred Ty, Toyota Motor Philippines (TMP) president Michinobu “The Rocker” Sugata, TMP Senior EVP Dr. David Go, TMP SVP for Marketing Jose Ariel Arias, TMP EVP for Marketing Yohei Murase and TMP First EVP for Marketing Raymond Rodriguez. Toshi Hiranuma, Sir John’s deputy, is vacationing in Japan. Cheers, fellers!