Lexus India’s Growth Story: Hikaru Ikeuchi on Luxury, Innovation, and the Road Ahead.

Lexus India’s Growth Story: Hikaru Ikeuchi on Luxury, Innovation, and the Road Ahead

Lexus India’s journey over the past few years has been marked by steady growth and a commitment to luxury, quality, and customer experience, as highlighted by President Hikaru Ikeuchi in his recent conversation with evo India podcast. Since its entry in 2017, Lexus has carved out a niche for itself in India’s luxury car market, posting year-on-year growth and establishing a reputation for reliability and Japanese craftsmanship. The brand’s SUVs, especially the RX, have become increasingly popular, with SUV sales growing at a robust 40 percent in the premium segment, outpacing even the NX in recent years.

Ikeuchi emphasizes that Lexus’s approach in India is built on Toyota’s legacy of durability and quality, but with a distinct focus on hospitality and personalized service. The brand refers to its customers as “guests,” and its dealerships are known as Guest Experience Centers, reflecting a philosophy of Omotenashi—Japanese hospitality that prioritizes the guest’s comfort and satisfaction. Currently, Lexus operates seven Guest Experience Centers and 13 service points, each designed to offer a seamless, premium experience while maintaining the brand’s global standards.

Among the models available in India, the ES 300h sedan, locally assembled since 2020, remains a key volume driver. The RX SUV has emerged as the best-seller, while the LX and LM have also found their place among luxury buyers seeking comfort and space. Despite India’s growing preference for SUVs, Lexus continues to see strong demand for sedans like the ES, appreciated for their formal presence and ride quality on Indian roads. 

Looking ahead, Lexus is evaluating which model should be the next candidate for local assembly, with a focus on market readiness and customer demand. The brand also stands to benefit from a stronger India–Japan Free Trade Agreement, which could support growth and further localization efforts. Electrification is a major part of Lexus’s global strategy, with hybrids forming the foundation of its lineup in India. The brand is committed to a multi-path approach, including BEVs, PHEVs, and even hydrogen, but will pace its rollout according to infrastructure and customer acceptance. 

To make luxury ownership more accessible, Lexus has introduced initiatives like the Smart Ownership Plan, featuring low-EMI options and assured buyback schemes, alongside an 8-year/160,000 km warranty and comprehensive roadside assistance. These efforts are aimed at reducing the stress of ownership and making the Lexus experience appealing to a wider audience.

Over the next five years, Lexus India plans to expand its network of Guest Experience Centers and service points, introduce new SUVs and possibly other body styles, and continue its focus on customer satisfaction and sustainability. The brand’s vision is not about chasing volume, but about building a loyal customer base and contributing to a more sustainable luxury car market in India.