2. What is Lexus ?
• Lexus is the luxury vehicle division of Japanese
automaker Toyota Motor Corporation
• Lexus originated from a clandestine flagship
sedan project, code-named F1
• It is more a customer satisfaction concept
than a product

3. Amenities and programs
• Lexus Personalized Settings – Customized
electronic settings for each customer
• Service Loaner Vehicles – Complimentary loaner
vehicle
• Roadside Assistance – 48 months from your
vehicle's in-service date
• Elite of Lexus – special award for the dealers
• Lexus Owner Welcome – To build a stronger
relationship with the dealer

4. OSB to OSA Transition
• The dealer were evaluated on the basis of the
OSB or the Owner Satisfaction Budget
• Now, they started to think on the implications of
the word ‘Budget’ and hence renamed it to OSA
or the Owner Satisfaction Assistance
• In this, the dealers are made to invest on
customer satisfaction rather than the budget
• It led to a dramatic rise in the ranking of
customer satisfaction surveys

5. Implications of OSA
• Customers were more proud of the service than
the product
• It was a luxury in both the automobile and the
care
• Provided custom waiting lounges, free car
washes and free pick up and delivery
• Consistently ranked at the top of the customer
satisfaction surveys

6. Thus, that ONE word change led directly to
the genesis of the Lexus concept !!