Toyota freshens Lexus image; to woo young in special lounges
TOKYO (AP) - Toyota's luxury brand Lexus is trying to shake off its stodgy image. So it's opening a cafe.
The special lounges, the first of which is opening next week in Tokyo's fashionable Aoyama district, are designed to look more like a chic home than a standard showroom.
In fact, only one vehicle can be displayed at a time.
What Toyota Motor Corp. is calling a "luxury-brand experience space" is mostly given over to serving espresso and displaying cool curiosities: a pair of old Ray Ban sunglasses here, a Jack Kerouac book there. The bathroom interior is wrapped in a huge glass case packed with miniature cars. Similar spaces are set to open in New York and Dubai, as the brand tries to underline recent redesigns of some of its top models.