What’s Next — Toyota SA’s Leon Theron unpacks Lexus’s pursuit of perfection in South Africa
In this What’s Next with Aki Anastasiou interview, Leon Theron unpacks how Lexus maintains its luxury brand while ensuring profitability.
Theron is the Senior Vice President of Sales and Marketing at Toyota SA and boasts over three decades of leadership experience in the automotive sector.
This experience was earned entirely through his work at Toyota SA, which he joined in 1991.
During the 35 years he’s worked at Toyota SA, Theron has held a wide range of roles, ranging from dealership operations and manufacturing to product planning and technical services.
Before assuming his current position in 2020, Theron served as Vice President of Sales, overseeing retail channels, including dealer, rental, government, and fleet networks.
He also played an essential role in strengthening Toyota’s national market presence and overseeing Lexus South Africa’s performance.
Theron is recognised for his strategic insights and extensive sector expertise and continues to drive Toyota SA’s success.
The interview
In this What’s Next interview, Theron outlines how Lexus is more than just a luxury car brand and how it remains competitive amid market pressures.
Theron touches on how Lexus translates customer satisfaction into sales and profitability and the importance of leadership in delivering tangible business results.
He also notes how Lexus approaches innovation and the metrics they primarily use to measure brand performance.
Theron concludes the interview by highlighting how Lexus maintains a high level of luxury without affecting the bottom line.
Watch the interview with Leon Theron below.
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