Lexus Lodge
Lexus Lodge
The Brand Lexus wanted to be more than another
'car–brand' for the European market.
We have thought ahead and created a physical platform as a Service intersection with the future automobile user as well as the market in mind.
Research & Define
02
In a wide Research we started to check the brand identity, markets and social changes to bring them into context and synthesize the future environment.
Brand
Identitiy
-
Lexus = Marke des Mutterkonzern Toyota
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Europäischer Markenauftritt inkonsistent
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Lexus ist in Europa wenig bekannt
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Einzugsgebiet häufig zu klein
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Entfernung zum Kunden zu groß
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Marke Toyota deckt Urban/ Future Mobility für die breitere Masse ab
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Portfolio verschwimmt mit Toyota
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Kein USP auf dem europäischen Markt
Market
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Mobilität verändert sich
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Urban Mobility
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Fahrzeugkauf geht in Abo-Modell über
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Elektrifizierung
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Seamless Mobility
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Misstrauen in deutsche Automarken
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Retail setzt verstärkt auf AR Anwendung
Trend
Research
-
Urban/ seamless mobility
-
Automobil Besitz wird unattraktiv
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Luxusbegriff ändert sich
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Service Ökonomie
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Urbane Ballungsgebiete werden größer
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Stadtflucht/ Speckgürtel bilden sich aus
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Elektromobilität für Langstrecken unbeliebt
Research & Define
02
In a wide Research we started to check the brand identity, markets and social changes to bring them into context and synthesize the future environment.
Brand
Identitiy
-
Lexus = Luxury brand of the company Toyota
-
inconsistent appearance and values
-
Lexus is not well known in Europe
-
distances are too far to the customer
-
portfolio differs not as a Luxury Brand to Toyota
-
no USP in this European market
Market
-
mobility is changing
-
mobility as a service
-
electrification
-
seamless mobility
-
stress free traveling
-
distrust to german car brands
-
car retail is changing
Trend
Research
-
urban/ seamless mobility
-
rural areas gets attractive
-
owing a car gets unattractive
-
service ecosystem and digital transformation
-
definition of luxury is changing
Top findings.
03
From Research we could define Top Findings which shows us valuable opportunity areas for the brand Lexus.
Rising rental costs in urban areas and trends such as New Work are making urban areas less attractive again for many steakholders.
Rural areas are becoming more attractive again, and the automobile will remain a means of transportation there in the near future.
Direct customers for Lexus are therefore more likely to live in rural or rural areas.
..bring Lexus to the
customer and create
a longterm value..
The automobile as we know it will be displaced first in urban areas and will be needed longest in suburbs, rural areas or in the commercial sector.
Here, Lexus has the opportunity to be a pioneer, to build up an infrastructure for future mobility and thus to secure the market in these areas.
Urban and seamless mobility are important topics.
The corporate group covers these to a significant degree with developments under the Toyota brand. In the future, the connection to their luxury brand Lexus will be missing.
Lexus locations often have long distances to customers. Distances to other brands and their workshops are shorter. Lexus must build up presence and touchpoints here.
Omotenashi & Takumi are important values of the brand.
Hospitality and craftsmanship are reflected here. Lexus should use these values and continue the concept, such as the Lexus Loft, to deliver a unique experience to the customer.
How can we bring Lexus closer to the customer and create long-term value for both the user and the brand?
Ideate.
04
It was clear to us the user needs, the environment and the sense of 'Luxus' are changing.
Beyond that the challenge was to not only think about a future retail concept for cars. Furthermore we had to think about future user needs within the mobility, the changing markets and a way to transform the brand into this future changes to create a longterm value for both, the user and the business.
The challenge was set to design a concept which satisfies actual needs, creates publicity and is scalable.
For us 'disruptive retail' is a strategic plan which replaces the classic car retail of a brand with a suitable service ecosystem to translate this from industrialization to digitalization
The Lexus Lodge
With the concept 'Lexus Lodge' we can create new user touchpoints and target groups, bring the brand to the customer and create a sustainable basis for the user centricity of Lexus in the future. The best: the principle is works like a tiny house as an interface for Services for the well being of the user during his journey.
...a place with a variety of services, hospitality and flexibility...
Lexus as a provider for stressless mobility.
Durch die Flexibilität der Lodge können kostengünstig, neue Standorte erschlossen werden, nötige Standorte in Kundennähe temporär oder dauerhaft bedient werden und Standorte mit hoher Fluktuation mit geringem Risiko on Demand ausgebaut werden.
Die Lodge bietet verschiedene User Touchpoints:
Access Point für Wartung und Reparatur in der Nähe des Kunden.
Lexus erleben und Probefahren, auch für Markenfremde.
Entspannt sein, auch bei Warte- und Ladezeiten. Markenübergreifend.
Mit dem breiten Service Angebot wird jeder Aufenthalt zum Genuss.
Mit der Lexus Lodge werden alle Unannehmlichkeiten der Mobilität umsorgt. Vergessen sind die Road Hotels.
Infrastructure.
05
Currently there are about 40 Lexus branches in Germany.
Some areas are strongly covered, others weakly.
This is the way the Infrastructure can change over the next few years to minimize expensive locations and to build a infrastructure with the Lodges.
In this way, the distances to the customers can be reduced and a service infrastructure can be build.
The existing Infrastructure of Toyota can be used for repair and maintenance service.
With this we created a positive Touchpoint in the user-journey after the sales process.
The Customer brings his car to the Lodge, can test drive the newest models, while his Lexus is being serviced. No more long drives and waiting times at the Lexus or Toyota dealer.
For the design of the Lexus Lodge we can blend blend in with the CI of the Lexus brand.
Stylish, like the Lexus Intersect, hospitable like the Lexus Loft. Well-known locations that can transfer their DNA to smaller locations.
From these components, an infrastructure can be created that puts the user and his or her well-being in the foreground.
The Lexus Lodge
With the concept 'Lexus Lodge' we can create new user touchpoints and target groups, bring the brand to the customer and create a sustainable basis for the user centricity of Lexus in the future. The best: the principle is works like a tiny house as an interface for Services for the well being of the user during his journey.
...a place with a variety of services, hospitality and flexibility...
Lexus as a provider for stressless mobility.
With the flexibility and modularity of the Lodge it's an easy way to relocate Lexus locations, try and iterate new ones without any higher risk and to scale on demand because of a high fluctuation. So we can bring the hospitality of Lexus to the customer and serve new touchpoints.
...the identification with a brand of this industry will in the future not only be the visit to the car dealership, which has the purpose of buying a car or repair and maintenance...
The Lodge serves these different user – touchpoints:
An access point near the customer for maintenance and repair.
Experience Lexus, test drive and configure, even for other brands drivers.
Be relaxed, even during waiting and loading times. Time to experience Lexus while charging your Tesla.
Enjoy your stay with a wide range of services to arrive relaxed at your destination.
With the Lexus Lodge, all the troubles of mobility are taken care of. Forgotten are the road hotels.
06 Golden Circle
Omothenashi the next level.
Why?
How?
What?
Feel at home on the road, experience new things, experience true hospitality and feel at home. Experience the Lexus brand..
The Lexus Lodge as a platform around the topic of mobility and lifestyle. Customers find a place with hospitality and well-being.
In addition, vehicles can be tested and ordered in a friendly and personal environment. Whether the Lexus customer or a other brands driver who became aware of the holistic offer and wants to become part of it.
Lexus makes life and
mobility easier and more comfortable.
Service platform.
06
The Lodge is an efficient platform to make different services easily usable.
From configuration to maintenance services or even bridging waiting times with a hot meal, stay over night during a longer trip and find your laundry done in your car in the morning.
Just imagine the opportunities cooperations with local service provider will give to us.
All this, of course, does not exclude users of other brands.
They experience the brand and Lexus can win them as their future customer.
..bring Lexus to the
customer and create
a longterm value!
Lexus is therefore not just 'another car brand'.
Lexus can build an infrastructure and cooperate with strong partners to minimize risk and maximize the longterm benefit.
With this we created a holistic service platform, new touchpoints for existing and new customers, as well as gaining awareness for the brand.
This opens up new possibilities that promote the transformation to the future of mobility.
With increasing electrification of mobility in the future, charging times will become usual.
...can Lexus satisfy meanwhile?...
...enjoy & Relax at the Lexus Lodge!
...bored while your car is charging?
To present the project, we were invited by Lexus to present the concept to the management at the Toyota headquarters in Brussels. Afterwards, we were allowed to enjoy our waiting time for the return flight in the Lexus Lounge at Brussels Airport. Our concept reached the second place in the internal competition. A highlight of my master studies.
Setting:
Winter Semester 2019 / 2020
Strategic Design 2
Kooperation with Arno Group
Competition from Lexus Europe
Prof. Dr. Susanne Schade
Betreuung:
Arno Group
Claudio Wolfring
Prof. Dr. Susanne Schade
Team:
Nicole Lichtner
Romina Chamizo
Steffen Moll
Tim Pfeiffer
Award:
2nd Place - Lexus Intern Design Competition
