thailandedition
Lexus's 'Quiet Luxury' Strategy: CEO's Advice and Future Plans

Lexus's 'Quiet Luxury' Strategy: CEO's Advice and Future Plans

Matichon•Economy•77d ago

Reader Briefing

Lexus Thailand unveils future strategy focusing on quiet luxury, electrification, and regional production for competitiveness.

  • •Lexus Thailand reported sales of 942 units in 2025, holding a 3.5% market share in the luxury segment.
  • •The company plans to introduce three new models in Thailand this year, including the Lexus IS 300h, an updated ES, and a large electric SUV.
  • •Lexus is exploring regional production within Southeast Asia to leverage free trade agreements and enhance price competitiveness.

Overview

  • •Lexus Thailand held a media event on March 16, 2026, to announce its business direction.
  • •In 2025, Lexus Thailand achieved sales of 942 units, representing a 3.5% market share.
  • •The Thai luxury car market saw a 21% decrease in sales, totaling 26,828 units last year.
  • •Lexus sales in Thailand have averaged around 900 units annually over the past three years.
  • •Lexus Thailand plans to launch three new models this year, starting with the Lexus IS 300h at the Bangkok International Motor Show 2026.
  • •The new excise tax structure, effective January 1, 2026, has increased taxes by 5-10% on Lexus vehicles.
  • •Lexus is studying the feasibility of assembling Lexus vehicles in Southeast Asia to improve price competitiveness.
  • •Lexus customer loyalty in Thailand is high, with over 70% repeat purchases and approximately 55% of customers paying in cash.

Full article content is available on the original source.

Read on Matichon (Thai Version)View in Google Translate

Source: Matichon (Original)

Key Quotes

ศุภกร รัตนะวราหะ
"The success of Lexus in the past year 2025, had total sales of 942 units, with a market share of 3.5%."
ความสำเร็จของเลกซัส ในปี 2025 ที่ผ่านมา มียอดขายทั้งสิ้น 942 คัน มีส่วนแบ่งการตลาดหรือมาร์เก็ตแชร์ 3.5%
ศุภกร รัตนะวราหะ
"This year, we set sales targets close to last year, around 900-1,000 units."
ปีนี้ ตั้งเป้ายอดขายไว้ใกล้เคียงกับปีที่ผ่านมา ระดับ 900-1,000 คัน
ศุภกร รัตนะวราหะ
"Currently, most Lexus vehicles sold in Thailand are imported from Japan."
ปัจจุบันรถยนต์เลกซัสที่จำหน่ายในไทยส่วนใหญ่นำเข้าจากญี่ปุ่น
ณัฐธร ศรีนิเวศน์
"Lexus customers are wealthy individuals who don't like to show off (Quiet Luxury)."
กลุ่มลูกค้าเลกซัสคือกลุ่มคนมีเงิน แต่ไม่ชอบโชว์ออฟ (ไควเอท ลักชัวรี – Quiet Luxury)
ณัฐธร ศรีนิเวศน์
"Previously, Prime Minister Srettha (Srettha Thavisin, former Prime Minister) used the LM model, creating a trend for this car."
ก่อนหน้านี้ นายกฯเศรษฐา (นายเศรษฐา ทวีสิน อดีตนายกรัฐมนตรี) ใช้งานรุ่น LM ทำให้เกิดกระแสกับรถรุ่นนี้

Key Entities

Organization

Lexus(เลกซัส)ℹ️
A luxury car brand that is part of Toyota.
Toyota(โตโยต้า)ℹ️
The parent company of Lexus, which initiated the development of the Lexus brand.
Toyota Motor Thailand(โตโยต้า มอเตอร์ ประเทศไทย)
The entity responsible for officially launching and marketing Lexus in Thailand.
Mercedes-Benz(เบนซ์)ℹ️
A competitor in the Thai luxury car market prior to Lexus's official entry.
BMW(บีเอ็ม)ℹ️
A competitor in the Thai luxury car market prior to Lexus's official entry.
Volvo(วอลโว่)ℹ️
A competitor in the Thai luxury car market prior to Lexus's official entry.
Audi(อาวดี้)ℹ️
A competitor in the Thai luxury car market prior to Lexus's official entry.
Lexus Thailand(เลกซัส ประเทศไทย)
The specific branch of Lexus responsible for operations and sales in Thailand.

Person

Mr. Eiji Toyoda(มร.เออิจิ โตโยดะ)ℹ️
The former Chairman of Toyota who challenged engineers to create a superior luxury car, leading to the genesis of Lexus.
Mr. Supakorn Rattanavarahah(นายศุภกร รัตนะวราหะ)
Deputy Managing Director of Lexus Group, who provided insights into sales figures and future targets.
Mr. Natthathorn Sriniwes(นายณัฐธร ศรีนิเวศน์)
Assistant Managing Director of Lexus Group, who detailed the marketing strategy and target customer profile.
Prime Minister Srettha(นายกฯเศรษฐา)ℹ️
Former Prime Minister of Thailand who used the Lexus LM model, contributing to its popularity.
Mr. Srettha Thavisin(นายเศรษฐา ทวีสิน)ℹ️
Former Prime Minister of Thailand who used the Lexus LM model, contributing to its popularity.

Law

LS400
The first model developed for Lexus, a high-performance luxury car that established the brand.
Camry(คัมรี่)
A Toyota model that benefits from Lexus's advanced technology transfers.
Corolla(โคโรลลา)
A Toyota model that benefits from Lexus's advanced technology transfers.
Altis(อัลติส)
A Toyota model that benefits from Lexus's advanced technology transfers.
LM
A Lexus model that showed significant demand, selling 503 units in 2025.
RX
A Lexus model whose sales, combined with NX, reached 340 units in 2025.
NX
A Lexus model whose sales, combined with RX, reached 340 units in 2025.
Lexus IS 300h
A new Lexus model scheduled for official launch at the Bangkok International Motor Show 2026.
Lexus ES
A Lexus model undergoing a full model change with hybrid Gen 6 and electric options, due to be released in May.
Large Lexus SUV(Lexus เอสยูวีขนาดใหญ่)
A new all-electric large SUV from Lexus planned for release by the end of the year.
ASEAN Free Trade Area (AFTA)(เขตการค้าเสรีอาเซียน (AFTA))ℹ️
Trade agreement that Lexus aims to utilize for cost-competitive pricing through regional assembly.
LX 500d F SPORT(LC 500d รุ่น F SPORT)
The highest-priced Lexus model in Thailand, costing approximately 15.5 million baht.

Timeline

1992(พ.ศ. 1992)
The year Lexus began selling its LS model in Thailand.
March 16, 2026(16 มีนาคม 2026)
The date when Lexus Group executives met with the press to announce business direction.
2025
The year for which Lexus Thailand reported its sales figures of 942 units.
January 1, 2026(1 มกราคม 2026)
The effective date of the new excise tax structure impacting Lexus vehicle prices.

Policy

Omotenashi
The Japanese philosophy of hospitality and meticulous service that Lexus adheres to.
DISCOVER LEXUS
The global brand direction for Lexus, focusing on Electrification, Experience, and Equity.

Place

Japan(ญี่ปุ่น)ℹ️
The primary country of origin for most Lexus vehicles sold in Thailand.
America(อเมริกา)ℹ️
One of the major markets for Lexus globally.
Malaysia(มาเลเซีย)ℹ️
One of the major Lexus markets in the ASEAN region.
Indonesia(อินโดนีเซีย)ℹ️
One of the major Lexus markets in the ASEAN region.
Philippines(ฟิลิปปินส์)ℹ️
One of the major Lexus markets in the ASEAN region.
Rama 9(พระราม 9)
The location of one of the three Lexus showrooms and service centers in Thailand.
Ramintra(รามอินทรา)
The location of one of the three Lexus showrooms and service centers in Thailand.
Sukhumvit(สุขุมวิท)
The location of a Lexus showroom and service center whose contract is ending, to be replaced by a new branch on Vibhavadi.
Vibhavadi(วิภาวดีฯ)
The planned location for a new Lexus branch, replacing the Sukhumvit outlet.