When you first arrive at the Lexus Studio in downtown Burnaby, B.C. you know you aren’t at a typical dealership.
Media invited recently to a private tour before the official grand opening later this summer were greeted by a welcoming delegation, and handed hot hand towels.
Then they were invited to tour the facility and grab a refreshment at the high-end bar at the far side of the studio. To get there they had to cross the showroom that only housed a handful of Lexus electric vehicles, and past some comfortable couches and lounge areas.
There was no reception desk, no sales offices. And the decor, lighting, and ambience were relaxing and calming, creating a low-key atmosphere suited to the intent of the facility, which is to help educate consumers and prospective buyers about the company’s electric vehicle options.
There are no ICE vehicles inside the studio, although consumers or interested buyers can request a test drive of an ICE vehicle from the facility’s underground parking area, or a specific model can be brought over from the nearby Regency Lexus location.
The facility is located in an “ultra-urban” area of Burnaby, B.C., in an area the company says is not easily served by traditional dealerships. The facility will only house and display electric vehicles.
Martin Gilbert, Head of Lexus Canada, and Frank Stokovac, Director of Fixed Operations & General Manager at Regency Lexus.
Martin Gilbert, Head of Lexus Canada, says the company plans to study the results and, if the pilot project goes well, it could expand the concept to other urban centres in Canada. Gilbert said the facility embraces “omotenashi”: the Japanese philosophy of high-level hospitality.
“It’s a mix of retail, an experience centre, an education centre, and a brand gallery all put together in a non pressurized environment,” said Gilbert in his comments at the media event.
Gilbert said that for Lexus, the product is the DNA of the brand and will remain at the top of the luxury automotive industry. “But how can we enhance the retail experience?” he asked. “Where can we meet the guests where they are in those ultra urban city locations? It’s very difficult to put a traditional dealership in this environment.”
Martin said the team members working there are all experts on electrified vehicles and have the knowledge to talk to consumers about range, horsepower, and charging. “I think that sort of information is important to consumers today. We think they know what’s going on, but they don’t know,” said Gilbert.
The facility itself showcases the Lexus DNA and attention to detail, even including touches like a Lexus-like spindle grill patterned wallpaper in the washroom. The facility is surrounded by high occupancy condo towers and adjacent to shopping malls with lots of foot traffic.
Facility details:
- The grand opening will take place in summer 2025;
- The facility is 3,900 square feet;
- It will be staffed by four product ambassadors, a general sales manager, an assistant manager, a valet and a concierge;
- Showrooms will feature five vehicles, with another 12 test drive units available;
- The site features on-site underground parking, a valet service, and onsite delivery; and
- The primary focus will be on electrified vehicles, so it will feature five Level 2 chargers outside and three more in the showroom.
Frank Stokovac is the Director of Fixed Operations & General Manager at Regency Lexus. He talked to Canadian auto dealer at the media event, noting that “it’s going to be a learning process for all of us. And I have to say, the support from Lexus Canada has been phenomenal.”
Stokovac said the new facility has always been a dream concept for Dealer Principal Izzam Ahamed.
“His belief is that he wanted to create a kind of education centre for electrified vehicles. We’ve been very successful selling hybrid vehicles over the years. We’ve had some challenges selling the full electric vehicles and he just wanted to create an education centre where there is no pressure,” said Stokovac, adding that there were no offices, just some spots where consumers can have privacy to chat or review features online.
“He wants the majority of the business to take place at the bar. Not with alcohol, but just a casual environment and with some well-educated staff who know everything about the vehicles and can educate the guests whether or not an electric vehicle meets their needs. So it’s a different feeling altogether,” he said.
Stokovac said that, because the dealership location is connected to Regency Lexus, if they are interested in a vehicle that isn’t on site, they can easily shuttle one for a test drive to the facility.
“The density here is phenomenal. So you don’t need a big footprint,” he said. “It’s interesting because we thought we’d get some pushback from the other local Lexus dealers, but they’re all excited about it as well.”
Stokovac said the focus at the new facility will also be on providing a magical vehicle delivery process. “We want to focus all of our energy on a delivery process that people deserve. Something spectacular. We hope to have a delivery night where people come in, we’ll have some drinks and some appetizers and give them a great delivery experience.”
The consumer’s vehicle can be parked in front of a giant 16×9 LED wall with dazzling images that can be changed to suit the mood or vibe of the customer. After their delivery orientation, the glass side doors of the facility open up and consumers can drive right out of the facility and directly into the hustle and bustle of the city.
