Leon Theron on Lexus's pursuit of perfection in luxury motoring

In this episode of What’s Next, Aki Anastasiou speaks to Leon Theron – Senior Vice President, Sales and Marketing at Lexus South Africa about how the brand balances luxury, performance and long-term strategic focus in a highly competitive premium market. Leon unpacks Lexus’s pursuit of perfection, the craftsmanship that defines the brand, and why customer experience sits at the heart of its commercial success. The conversation explores Lexus’s multi-path approach to electrification, its selective dealership strategy built around guest experience, and how disciplined brand alignment from Japan to South Africa protects its premium positioning. From hybrid leadership to bespoke showroom environments, Leon shares how Lexus continues to evolve while staying true to what makes it distinct in the luxury automotive space.