Lexus is Toyota's luxury vehicle division that originated from a secret sedan project code-named F1. It focuses more on customer satisfaction than products alone. The transition from Owner Satisfaction Budget (OSB) to Owner Satisfaction Assistance (OSA) led dealers to invest in customer satisfaction rather than budgets, dramatically improving satisfaction survey rankings. This one word change directly led to the development of the Lexus concept of luxury in both vehicles and service.

2. What is Lexus ?
• Lexus is the luxury vehicle division of Japanese
automaker Toyota Motor Corporation
• Lexus originated from a clandestine flagship
sedan project, code-named F1
• It is more a customer satisfaction concept
than a product

3. Amenities and programs
• Lexus Personalized Settings – Customized
electronic settings for each customer
• Service Loaner Vehicles – Complimentary loaner
vehicle
• Roadside Assistance – 48 months from your
vehicle's in-service date
• Elite of Lexus – special award for the dealers
• Lexus Owner Welcome – To build a stronger
relationship with the dealer

4. OSB to OSA Transition
• The dealer were evaluated on the basis of the
OSB or the Owner Satisfaction Budget
• Now, they started to think on the implications of
the word ‘Budget’ and hence renamed it to OSA
or the Owner Satisfaction Assistance
• In this, the dealers are made to invest on
customer satisfaction rather than the budget
• It led to a dramatic rise in the ranking of
customer satisfaction surveys

5. Implications of OSA
• Customers were more proud of the service than
the product
• It was a luxury in both the automobile and the
care
• Provided custom waiting lounges, free car
washes and free pick up and delivery
• Consistently ranked at the top of the customer
satisfaction surveys

6. Thus, that ONE word change led directly to
the genesis of the Lexus concept !!