Surat: Lexus India has inaugurated a new Guest Experience Centre (GEC) in Surat, marking its second retail facility in Gujarat following the recent opening of its Ahmedabad centre. The expansion strengthens the Japanese luxury carmaker’s presence in western India as it seeks to improve access to its vehicles, customer services and ownership support in emerging luxury automotive markets.
The new facility has been established by Bharat Toyota Tsusho Kirloskar Motor Private Limited (BTTKM), operating under the trade name Lexus Bharat. The company is a newly formed joint venture between Kirloskar Systems Private Limited (KSPL), Toyota Tsusho India Private Limited (TTIPL) and Japan-based Toyota Tsusho Corporation (TTC).
The Surat centre was inaugurated by Sreenivas Chivikula, Managing Director of Lexus Bharat, and Ryosuke Tawara, Executive Vice President of Lexus India. Senior representatives from dealer partners, Lexus Bharat and Toyota Kirloskar Motor also attended the ceremony.
Surat Becomes Lexus India’s Second Retail Destination in Gujarat
The opening follows the recent inauguration of Lexus India’s Guest Experience Centre in Ahmedabad, highlighting the company’s efforts to expand its retail network beyond India’s traditional metropolitan luxury car markets.
Surat, internationally recognised for its diamond processing and textile industries, is an important commercial centre in Gujarat. Its established business community and economic activity make it a relevant market for luxury automotive manufacturers seeking to reach a broader customer base.
For Lexus, the expansion is not simply about adding another showroom to its network. It also reflects an effort to establish closer relationships with customers in cities where premium vehicle ownership is becoming an increasingly important segment of the automotive market.
Hikaru Ikeuchi, President of Lexus India, said, “India’s luxury automotive market is evolving rapidly, with guests increasingly seeking distinctive products, meaningful experiences and brands that align with their values.”
He described the Surat opening as an important milestone in the company’s expansion and emphasised the growing significance of Gujarat within its Indian operations.
Japanese Hospitality Meets Indian Traditions
The new Guest Experience Centre has been designed around Lexus’ YET philosophy, which combines the principles of “Simple yet Elegant” and “Minimal yet Rich.”
According to the company, the facility incorporates contemporary architectural elements, carefully planned customer spaces and hospitality services intended to create a more personalised retail experience.
The centre also brings together two hospitality concepts: the Japanese philosophy of Omotenashi, which emphasises anticipating customer needs, and India’s traditional principle of Atithi Devo Bhava, which regards guests with exceptional respect.
The idea is to make the vehicle-buying experience less transactional and more personal, although the ultimate test will be how consistently that philosophy translates into everyday customer service.
Sreenivas Chivikula, Managing Director of Lexus Bharat, said, “The inauguration of our Guest Experience Centre at Surat marks an exciting new chapter for Lexus in India.”
He also highlighted the company’s focus on maintaining luxury retail standards and providing personalised customer experiences as Lexus enters additional markets.
Lexus Vehicles and Service Support Available in Surat
Visitors to the Surat Guest Experience Centre will be able to explore Lexus’ luxury vehicle portfolio, including models incorporating the company’s electrified powertrain technologies.
The facility provides customers with an opportunity to examine vehicle features, craftsmanship and onboard technologies before making a purchasing decision.
Importantly, the expansion also includes aftersales support. Lexus has confirmed that its Lexus Service Point (LSP) in Surat is operational, allowing local owners to access vehicle maintenance and servicing without relying exclusively on facilities in other cities.
With Surat joining its network, Lexus India now operates Guest Experience Centres across nine cities: Mumbai, New Delhi, Bengaluru, Chennai, Hyderabad, Chandigarh, Kochi, Ahmedabad and Surat.
Lexus India Expands Aftersales Network to 19 Service Touchpoints
Alongside its retail expansion, Lexus India is strengthening its aftersales infrastructure, which currently includes 19 Lexus Service Point touchpoints.
The company says the network is intended to improve service accessibility and provide more convenient ownership support across its operating markets.
Lexus also offers a five-year Roadside Assistance (RSA) package that includes towing, taxi services and repatriation assistance.
In addition, the manufacturer offers an eight-year or 200,000-kilometre warranty covering vehicles and hybrid batteries across its model range, subject to applicable warranty terms and conditions.
For customers considering the financial aspects of luxury vehicle ownership, Lexus provides an Assured Buy Back Program for the RX, NX and ES models. The programme includes low equated monthly instalments (EMIs) and a guaranteed future residual value, subject to programme conditions.
The company also offers Lexus Luxury Care service packages in three categories: Comfort, Relax and Premiere, providing customers with different options for vehicle maintenance and ownership support.
A Wider Push Into India’s Luxury Automotive Market
Lexus India’s latest expansion reflects the growing importance of regional business centres in the country’s luxury automotive landscape.
While metropolitan cities remain central to premium vehicle sales, locations such as Surat offer manufacturers opportunities to engage customers closer to their homes and businesses.
The company’s strategy combines new retail facilities with service infrastructure and ownership programmes, recognising that luxury vehicle buyers increasingly evaluate the broader ownership experience alongside the vehicle itself.
With its second Gujarat Guest Experience Centre now operational, Lexus is extending its reach into another commercially significant market. The success of this expansion will ultimately depend not only on showroom experience and product appeal, but also on the consistency of aftersales support and customer satisfaction over the years of ownership.
