The dealership has been set up in a modern building that offers a unique look and feel. Vehicles are displayed in a tiered manner, while office space is located along the periphery, behind cottage windows that offer a retro modern look and feel while maintaining a transparent open-door policy.

The facility reminds one of a European classic car dealership that is home to rare exotics or a high-end furniture store and is a fitting home to a brand like Lexus.

There are no grey blinds or dry walling here, instead natural materials such as raw brick walls, steel and wood create an industrial yet warm, classy environment.

“Lexus has always been a niche product, but our strategy has changed. Our market share is growing in a segment that has been facing declines. We currently enjoy 3% of the premium segment. Lexus is also a leader in the NEV segment where it enjoys a 21% share of the NEV market,” explains Leon Theron, Senior Vice President of Sales and Marketing at Toyota SA.

“Lexus customers want a unique experience, something that suits their lifestyle. A key part of this strategy is a new dealer approach. This is the Lexus standalone dealership concept that we call Experience Amazing,” Leon adds.

“This is without a doubt one of the nicest Lexus dealerships that I have seen. We thank the Halfway Group, for its investment in this brand. I see this business growing in the future,” he says.

Part of the new Lexus strategy is a reduced dealer footprint, but the launch of four bespoke standalone dealerships such as the facility now open in Pretoria. Halfway Lexus Pretoria joins the Johannesburg facility, also owned by the Halfway Group and will be followed by similar destinations in KwaZulu-Natal and Cape Town.

These four dedicated Lexus dealerships will embrace a reimagined design philosophy that radiates modern style, welcoming warmth and premium quality, accentuated by enhanced customer service.

“As the Halfway Group, we have always believed in the Lexus brand, even when it wasn't doing well. We operated the only standalone Lexus dealership in South Africa for a long time,” says Shane Grant, CEO of Halfway Motor Holdings.

“In preparation for this new Pretoria development, we visited dealerships across the globe. We believe that this is the best dealership in SA, if not the world. This new facility prioritises comfort, efficiency and customer centricity. We aimed to create a destination, and we believe we have achieved that goal,” Shane explains.

The new dealership is headed up by Chris Jones, who previously led the team at Halfway Lexus Fourways to the Dealer of the Year title four years in a row.

“We back Chris as a leader and know that he will make a success of this new facility,” concluded Grant.

The sales momentum of the Lexus brand is poised for continued growth thanks to the launch of a variety of exciting new models in 2025. During March, Lexus expanded the LX large SUV range to include hybrid technology.

Earlier this month, Lexus launched the all-new GX in South Africa. This large SUV combines the style and luxury that Lexus is known for with exceptional performance and proper off-road ability. The Lexus GX is available in a seven-seater SE derivative or as the off-road focused Overtrail model, which prioritises off-road capability as Lexus looks to compete with established players such as the Toyota Land Cruiser Prado and Land Rover Defender in the luxury off-road segment.