CHIC CAFE: Toyota is opening elegant lounges in an effort to shake off the stodgy image of its luxury Lexus line. The cafe-style showrooms will display just one vehicle at a time. But they will offer food, fashion and music, hold events for designers and serve espresso.
LAME LEXUS: The Lexus offers reliability and craftsmanship. But younger consumers identify the brand with the staid image of their parents' generation. The new lounges, called Intersect, are meant to help change that.
WHERE TO FIND: The first lounge is opening next week in Tokyo's fashionable Aoyama district. Similar spaces are set to open in New York and Dubai.