In this What\u2019s Next with Aki Anastasiou interview, Leon Theron unpacks how Lexus maintains its luxury brand while ensuring profitability.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
This experience was earned entirely through his work at Toyota SA, which he joined in 1991.<\/p>\n\n\n\n
During the 35 years he\u2019s worked at Toyota SA, Theron has held a wide range of roles, ranging from dealership operations and manufacturing to product planning and technical services.<\/p>\n\n\n\n
Before assuming his current position in 2020, Theron served as Vice President of Sales, overseeing retail channels, including dealer, rental, government, and fleet networks.<\/p>\n\n\n\n
He also played an essential role in strengthening Toyota\u2019s national market presence and overseeing Lexus South Africa’s performance.<\/p>\n\n\n\n
Theron is recognised for his strategic insights and extensive sector expertise and continues to drive Toyota SA\u2019s success.<\/p>\n\n\n\n
In this What\u2019s Next interview, Theron outlines how Lexus is more than just a luxury car brand and how it remains competitive amid market pressures.<\/p>\n\n\n\n
Theron touches on how Lexus translates customer satisfaction into sales and profitability and the importance of leadership in delivering tangible business results.<\/p>\n\n\n\n
He also notes how Lexus approaches innovation and the metrics they primarily use to measure brand performance.<\/p>\n\n\n\n
Theron concludes the interview by highlighting how Lexus maintains a high level of luxury without affecting the bottom line.<\/p>\n\n\n\n
Watch the interview with Leon Theron below.<\/p>\n\n\n\n