Last year, when many automotive brands were quietly sweating over sales figures, Lexus New Zealand decided to do something rather un-Kiwi: they actually celebrated. And why wouldn’t they? With 1,453 vehicles delivered in 2025, the Japanese luxury marque has just notched up its strongest year ever, cementing its position as New Zealand’s second-largest luxury automotive brand.
But here’s the thing about Lexus, they’re not the type to pop champagne bottles and spray it everywhere. That’s not their style. Instead, they’ve approached this milestone with the same quiet confidence that characterises their entire brand philosophy: thoughtful, refined, and distinctly human.
The Secret Sauce? It’s Called Omotenashi
Andrew Davis, Lexus New Zealand’s Vice President, attributes the success to something that can’t be Googled or taught in a weekend workshop, genuine customer care. “Achieving another annual record in a tough market speaks to the trust our customers place in the brand,” Davis explains, highlighting that this growth has been “deliberate” rather than desperate.
The Japanese concept of omotenashi (essentially hospitality elevated to an art form) runs through everything Lexus does. In 2025, they backed this philosophy with cold, hard infrastructure, opening swanky new and refurbished dealerships in East Auckland, Wellington, and Newmarket Auckland. These aren’t your typical fluorescent-lit car yards with dubious coffee machines. Think calm, welcoming spaces designed to make buying a luxury vehicle feel less like a transaction and more like, well, an experience.
Electrification Without the Anxiety
While some luxury brands are still figuring out which end of a charging cable goes where, Lexus has been quietly disrupting the market with its electrified offerings. The NX and RX models now come in plug-in hybrid variants, giving environmentally conscious Kiwis a way to reduce their carbon footprint without sacrificing the refined performance that makes a Lexus feel like a Lexus.
But the real showstopper? The all-new Lexus RZ, which landed in New Zealand just in time to steal the spotlight at the ASB Classic. This isn’t just another electric vehicle, it’s the first Lexus to feature yoke steering with steer-by-wire technology, delivering what the brand promises will be smoother control and improved visibility. Think Formula 1 meets your daily commute to Ponsonby.
The LFA Returns, Because Electrification Doesn’t Mean Boring
At the Japan Mobility Show, Lexus unveiled something that had petrolheads simultaneously weeping with joy and checking their mortgage options: the LFA Concept. This isn’t just nostalgia on wheels; it’s a glimpse into a future where electric sports cars can still make your heart race.
Developed alongside TOYOTA GAZOO Racing and born from Toyota Chairman Akio Toyoda’s conviction that essential car-making skills must be preserved, the LFA Concept proves that electrification and emotion aren’t mutually exclusive. It embodies the Shikinen Sengu philosophy, basically, evolving craft for a new generation while respecting what came before.
What’s Next? Connected Cars That Actually Make Sense
Looking ahead to 2026, Lexus is preparing to launch the new generation ES, which will become the first Lexus in New Zealand to feature connected car services. Think seamless digital integration, remote functions, and improved customer support, your car joins the 21st century.
And because Lexus understands that luxury means peace of mind, they’re backing it all up with Lexus Service Protect, offering eligible owners a one-year or 15,000 km warranty each time their vehicle is serviced at an authorized dealership.
As Davis puts it: “We want owning a Lexus to feel easy and considered, from the day you drive it out of the showroom till the time you are ready to make the shift into your next Lexus”.
