Lexus Takes First Steps In A Possible HQ Move To California

In a step toward possibly moving Lexus' head office out of Japan, the brand is transferring global marketing functions to a new decision-making center in California.

The shift begins in January with the creation of an office at Toyota Motor Sales USA Inc.'s campus in Torrance, Calif. It will handle creative marketing and some brand communications worldwide, said Karl Schlicht, head of Lexus' global product and marketing planning division.

The decision was made last summer. One person has been appointed to open the unit. The staff will expand to three in January.

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pepito66 - 12/6/2011 11:27:00 AM

-1 Boost

OMG they don't even know what they have to do to save theirs company and increase theirs sales again. I hope for sure Toyota learn this time not to play cheap and saving mone with a bad quality things. Now they try to clean theirs name no matter how. Let see on next 7 months what happens to them. You can moe to China, Africa , Egypt lol will see theirs next step.

Agent009 - 12/6/2011 1:12:33 PM

+2 Boost

They are looking at several factors. Cheaper to build and design here. A market that still loves to drive in general (unlike Japan). The opportunity to develop in the key market for them.

g2ok - 12/6/2011 1:21:28 PM

+1 Boost

You look at many Japanese companies and they like to keep their core technologies on the island, but they may be trying to reach out to others for design work and marketing. It could be a very good thing for Lexus in terms of getting new blood into design. I think Calty is nearby.