Lexus has opened a lounge near Tokyo's swanky Ginza neighborhood that is part new-car showroom, part gourmet's delight and part upscale boutique.
Its strategy is to lure in high-rolling housewives and beautiful people with a panoply of designer goods, and hope they finish their visit test driving a Lexus vehicle.
The items on sale give a sense of the status Lexus is pursuing.
How about a titanium vacuum-insulated beer mug for ¥24,840 ($235)? Or a $358 umbrella? Or maybe a $95 gardening trowel. Yes, for digging in the dirt.
The goal is not so much to sell the merchandise, but to have its aura rub off on Lexus.