Lexus rolls into Tauranga
WORDS Daniel Dunkley PHOTOS supplied
If you’ve ever driven a Lexus, you’ll know the experience is all about luxury. The high-end sister brand of Toyota is famous for its quality, attention to detail, and craftsmanship. And for the very first time, those features are about to be seen up close in the Bay of Plenty.
For Tony Coutinho and Mark Ranstead of Ebbett Toyota, a Lexus is more than just something to get you from A to B. It represents a higher level of service, stunning showrooms, and a bespoke approach to finding people the right vehicle. Think of the difference between flying business class and economy, and you’re about there.
The duo is close to launching Tauranga’s first Lexus showroom as Ebbett capitalises on Hamilton's growing market. While Bay of Plenty motor enthusiasts were previously forced to travel across the Kaimais to get a sneak peek at the latest models, they will soon have one of the region’s most luxurious showrooms on their doorstep.
The perfect match
After 30 years in New Zealand, why is Lexus heading to Tauranga? Coutinho, the chief executive of Ebbett Toyota, says the city and brand are a perfect match.
“This is an up-and-coming city that attracts people who like quality things,” Coutinho says. “It’s thriving, and it’s vibrant. It matches the product well and suits the kind of person who wants an experience and a certain level of service.”
The centrepiece of Coutinho’s plan is the new showroom at 158 Elizabeth Street in the heart of Tauranga.
The new Lexus store will open in the next few weeks, informed by Japanese culture and the concept of “Omotenashi”, the unwavering commitment to exceptional hospitality. Lexus spaces in Tokyo, New York, and Dubai will inspire the ambience of the Tauranga site.
“It’s about a sense of engineered luxury,” says Ranstead, who will helm the Tauranga operation. “You walk in, and you feel that spacious, clean environment that also has warmth.”
Ranstead wants customers to be “at home” during the experience and enjoy “the art of hospitality”. “We’re there to listen more than we speak,” he says.
Dedicated to motoring perfection
All Lexus models are designed by Takumi Masters, highly-skilled Japanese master craftsmen who dedicate their lives to the pursuit of motoring perfection. The company confidently offers a four-year warranty on new cars sold in New Zealand.
Ranstead expects the latest Lexus SUVs, including the hybrid UX and NX, will be as popular in Tauranga as they are in Hamilton as people transition away from internal combustion engine vehicles towards eco-friendly alternatives.
“We know that a lot of people in Tauranga are ecologically driven, and about 70 percent of our cars are hybrids,” Ranstead says. “So we expect that to resonate with people.”
Following Lexus's global blueprint, car buyers in Tauranga will be treated to something out of the ordinary when the new site launches next month.
Customers will be closely guided through which cars suit them, steered away from those models that don’t, and offered a tailored service to help them choose the right vehicle.
“We help them select something that suits their lifestyle,” Coutinho says.“We want people engaged but relaxed. For people to walk out and say, ‘that was fun’.”
“It’s all about fine-tuning and getting to know the customer,” says Ranstead. “We know we’re not just presenting a motor vehicle. We’re presenting an experience.”
With a fleet of green luxury cars, Japanese hospitality and some local know-how, Tauranga motorists are about to get something a little different this autumn.