Luxury car brand Lexus Philippines has opened its new Lexus Manila Gallery in North Bonifacio Global City, a four-story showcase of “omotenashi —the Japanese spirit of hospitality that lies at the heart of every Lexus experience.
The larger and more spacious facility marks a new chapter in Lexus’ 16-year journey in the Philippines. It reflects the brand’s continuing evolution and commitment to “omotenashi”, which Lexus defines as the art of anticipating a guest’s needs even before they are expressed – a guiding principle that shapes its approach to design, service, and customer relationships.
“This new home represents a future chapter for Lexus in the country—bigger, taller, and catering to a more diverse family of Lexus guests,” said Lexus Philippines chairman Alfred Ty during the inauguration held Nov. 6.
Ty traced the brand’s beginnings in 2009, when Lexus established its first home at 8th Avenue and 34th Street in Bonifacio Global City.
“That first home was not just a showroom but a platform to showcase the Lexus way of serving, a home where we treated every customer as a guest. We tried to craft a personal relationship with each one of you because we believe this is how we can provide the best service possible,” he said.
Over the years, Lexus has built enduring relationships with customers through personal and lifestyle experiences—from coffee-making workshops and calligraphy lessons to bonsai and art appreciation sessions – all embodying “omotenashi” by extending care and attention not limited to the showroom floor.
Ty also recalled key milestones at the original showroom, such as the local unveiling of the LFA supercar, one of only 500 produced worldwide, and the introduction of Lexus’ first five models, that has since expanded to twelve. These vehicles represent the brand’s evolution from luxury sedans to hybrid and fully electrified crossovers and SUVs.
Today, more than 12,000 Lexus vehicles are on Philippine roads —a testament, Ty said, to Filipino customers’ growing trust and loyalty.
The new Lexus Manila Gallery carries the same promise forward. Designed as a physical expression of Japanese hospitality, the facility features expanded service bays, in-house detailing, and upgraded customer amenities in a calm, gallery-like setting. Every touchpoint – from vehicle display to after-sales – has been crafted to deliver a seamless, anticipatory experience that reflects Japanese hospitality and attention to detail.
In the Philippines, Lexus operates under Toyota Motor Philippines (TMP), the exclusive distributor of Toyota and Lexus vehicles. TMP oversees Lexus’ operations to ensure that the brand’s core values—hospitality, innovation, and quality—remain consistent across its expanding presence.
Toyota Motor Philippines president Masando Hashimoto said the new gallery underscores Lexus’ evolution and ambition in the market.
“When we opened our first showroom in 2009, Lexus was still defining its place in the luxury market. Today, with 12 models and 91 percent of our global lineup already electrified, Lexus is leading the way in sustainability and driving excitement,” he said.
He noted that Lexus’ pursuit of innovation remained anchored in Toyota’s nine decades of craftsmanship and engineering excellence.
Lexus Manila president Carlo Ablaza explained that Lexus’ electrification strategy and next-generation concepts highlight the brand’s drive toward a sustainable yet emotionally engaging future.
“Fifteen years of good work are behind us, and even greater journeys lie ahead. Together, we look forward to continuing to create amazing experiences for our customers,” he said.
