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Carlo Ablaza Lexus Philippines President

<p>“What truly makes a Lexus distinct is the feeling of absolute peace of mind,” declares Carlo Ablaza, President of Lexus Manila, Inc. In a world of rarefied luxury, the seasoned executive knows that prestige and performance are merely the baselines. In order to truly stand out, a car needs something more. “Lexus stands completely apart because of our unique combination of uncompromising reliability, exceptional Japanese craftsmanship, emotional driving dynamics, and human-centric design.”</p><div><span class="fr-img-caption fr-fic fr-dib" style="width:590.99px;display:block" width="590.99"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1786702799396Carlo Ablaza_Lexus Manila president.jpg" class="fr-fic fr-dib" style="width:590.99px;display:block;height:883.854px" width="590.99"/><span class="fr-inner"><em>Lexus Manila Inc. President, Carlo Ablaza</em></span></span></span></div><p>And the veteran strategist is right, spot on about what makes their cars truly exceptional mobility machines. “Our engineering ensures that your vehicle is highly advanced yet remarkably dependable, allowing you to focus purely on the journey,” he tells ABS-CBN Lifestyle.</p><p>In fact, this concept of “dependable luxury” is central to his primary vision for the brand. It is an approach backed by over 26 years of leadership at Toyota and Lexus, leading various key divisions before stepping into the presidency in 2025. “Serving across sales, marketing, dealer development, and mobility solutions gave me a complete, 360-degree understanding of the automotive ecosystem,” appreciative of the holistic view these stints have afforded him.</p><p>For instance, Marketing revealed to him how brand narratives resonate with a client&#x27;s identity, while his time in Sales and Dealer Development grounded him in the operational needs of frontline partners. Meanwhile, heading Mobility Solutions pushed him to look ahead, viewing vehicles not as mere physical assets, but as seamless extensions of daily life. “Because of these experiences, I don&#x27;t just see metrics as President; I see the operational realities required to deliver them,” he declares.</p><p>To build on this foundation, Ablaza aims to create a deeply personalized lifestyle experience for their discerning clientele, and one that transcends the traditional showroom model. “We have built a physical space that feels like a sanctuary for our customers rather than a car dealership. We are moving faster toward providing customized experiences, showing our clients that we are actively growing alongside their changing routines,” shares Ablaza.</p><p>Inspired by <em>omotenashi</em>, the Japanese concept of hospitality, the luxurious three-story enclave on 8th Avenue in North BGC is the brand’s new sanctuary. “In the Philippines, we translate <em>omotenashi</em>—anticipating a guest&#x27;s needs before they are even expressed—into tangible, everyday actions,” Ablaza declares.</p><p>“When you walk into our BGC Gallery, you are welcomed exactly like a guest in our home, whether you are looking for a new vehicle or if you are having your Lexus serviced. We want the customers to feel at home—in their own safe space,” he adds. Bathed in natural light with rich wooden accents, the expansive and elevated space is a place where clients can enjoy premium refreshments, and are invited to intimate, curated events.</p><div><a class="fr-green fr-strong" href="https://www.abs-cbn.com/lifestyle/people-culture-events/2026/8/14/meet-hans-yao-the-luxury-watch-scion-leading-washington-group-and-adrenaline-corp-into-the-future-1937" rel="noopener noreferrer" target="_blank">RELATED STORY: Meet Hans Yao: The luxury watch scion leading Washington Group and Adrenaline Corp. into the future through lifelong learning</a></div><div><strong>The Essence of Dependable Luxury </strong></div><p>Having been in the game for more than two decades, Ablaza possesses a deep understanding of Lexus clients and their evolving definition of luxury. “Historically, luxury was loud—it was about overt status symbols, flashiness, and showing off wealth. Today’s luxury car buyers are far more discerning; luxury is now quiet, experiential, and heavily rooted in personal values,” he observes.</p><p>He views Lexus owners as accomplished, highly discerning, and deeply intentional individuals, who are also incidentally tech-savvy, and secure in their success. “They don’t buy a premium car to prove something to the world; they choose Lexus because the brand’s focus on quality, sustainability, and respect aligns perfectly with how they live their lives,” he says.</p><div><span class="fr-img-caption fr-fic fr-dib" style="width:958px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1786765122381Carlo_1.jpg" class="fr-fic fr-dib"/><span class="fr-inner"><em>Test driving the Lexus RZ and its yoke steering technology in Spain</em></span></span></span></div><p>There is a sleek subtlety to the Lexus brand, a harmony of sophisticated curb appeal and of understated, sensible strength. “Product features create interest, but dependable operations and relationships create lifelong loyalty,” Ablaza shares. And rightly so, given that purchasing a vehicle is an investment that goes way beyond one’s interactions on the sales floor.</p><p>It’s a relationship Ablaza has been nurturing from the beginning, having proudly been part of the original team that launched Lexus Manila in the late 2000s. “Starting a luxury brand from scratch in a highly competitive market requires building immense trust from day one,” he says. Apart from his core values and leadership acumen, Ablaza credits his journey to being a true car enthusiast, a lifelong passion that ultimately drew him into the industry despite holding a degree in Architecture.</p><div><span class="fr-img-caption fr-fic fr-dib" style="width:958px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1786777933105Carlo_2.jpg" class="fr-fic fr-dib"/><span class="fr-inner"><em>At Fuji Speedway with a TOM&#x27;s Supra, a moment reflecting his lifelong passion for the automotive world</em></span></span></span></div><div><strong>The Future is Electric </strong></div><p>Leading a legacy brand within the premium automotive space, Ablaza has his sights firmly on the horizon, recognizing the growing support and desire for electrified vehicles. “The adoption of electrified mobility in the Philippines is reaching an incredibly exciting shift,” he declares. And while infrastructure challenges exist, he believes Filipino luxury buyers are progressive and eager to reduce both running costs, and their environmental footprint.</p><p>To lead this transition, Lexus is championing a pragmatic, multi-pathway strategy. “We offer a wide range of HEVs (hybrid electric vehicles) and BEVs (battery-electric vehicles) that will suit different customer needs and lifestyles. By offering self-charging hybrids that require zero infrastructure change, we give clients immediate access to sustainable luxury without compromising their daily driving convenience.”</p><div><span class="fr-img-caption fr-fic fr-dib" style="width:958px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1786703046553Lexus ES 350e.jpg" class="fr-fic fr-dib"/><span class="fr-inner"><em>Lexus Philippines has recently launched the Lexus ES 350e</em></span></span></span></div><p>He’s also excited to see the brand evolve from being an automotive manufacturer into a full mobility lifestyle brand. “Seeing how our designers blend carbon-neutral goals with raw, emotional performance—ensuring that the cars of tomorrow remain exhilarating to drive—is incredibly motivating. The future of Lexus is electrified, highly connected, and beautifully styled,” he says.</p><p>Agile and forward-thinking, Ablaza is eager to connect with a younger generation of luxury buyers. At the same time, he is focused on expanding nationwide to reach clients in developing business hubs. Yet even amid rapid growth, he remains steadfast about preserving the brand&#x27;s core identity. “The challenge is ensuring that as we scale up and digitalize, we never lose the human warmth and bespoke attention that defines the Lexus culture,” he maintains.</p><p>In fact, beyond the Japanese concept of <em>omotenashi</em>, Ablaza believes in the importance of <em>malasakit</em>. To him, this deeply Filipino value is having the empathy to genuinely step into a guest’s shoes and seeing how something impacts them, as opposed to approaching situations merely from a corporate standpoint. He is likewise genuinely moved by how their cars have become intertwined with the daily lives of people. “Seeing a customer&#x27;s face light up on delivery day or hearing a long-time owner talk about how their Lexus has dependably transported their family for a decade, is incredibly fulfilling,” he shares.</p><p>Furthermore, given how important these vehicles are to their clients, Ablaza emphasizes how crucial it is to put the customer at the center of it all. Consequently, he notes, providing that level of care starts with treating team members the exact same way they are expected to treat the clients. “When our frontline consultants, technicians, and advisors feel respected, empowered, and cared for by management, they naturally mirror that exact same <em>omotenashi</em> to our guests.”</p><div><a class="fr-green fr-strong" href="https://www.abs-cbn.com/lifestyle/people-culture-events/2026/7/9/the-doctor-behind-fino-leatherware-2237" rel="noopener noreferrer" target="_blank">RELATED STORY: The doctor behind FINO Leatherware: Dr. Rommel Bautista on building a Filipino heritage brand</a></div><div><strong>Cultivating a Lasting Legacy </strong></div><p>With years of experience in the automotive industry, Ablaza looks back with clarity on the path that brought him here. He offers timeless advice to his younger self, emphasizing the importance of patience and perspective. &quot;Trust the journey, don&#x27;t over-stress about the immediate timeline, and focus entirely on adding value wherever you are,” he reflects. “Every difficult project, minor role, or challenging assignment is secretly preparing you with the exact tools, resilience, and perspective you will need down the line.”</p><div><span class="fr-img-caption fr-fic fr-dib" style="width:958px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1786765394983Lexus Manila Team.jpg" class="fr-fic fr-dib"/><span class="fr-inner"><em>Carlo Ablaza with the Lexus Manila team</em></span></span></span></div><p>And to young professionals eager to enter the field, his guidance remains grounded in hard work and humility “Love cars, be patient, build lasting relationships, remain curious, and never be afraid to get your hands dirty,” Ablaza shares. “Don&#x27;t rush to get to the top corporate titles immediately. Spend time on the showroom floor, sit with the service technicians, and listen to the clients. A deep, grassroots understanding of the business is your greatest asset.”</p><div><span class="fr-img-caption fr-fic fr-dib" style="width:483px;display:block" width="483"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1786777412989Carlo_3.jpg" class="fr-fic fr-dib" style="width:483px" width="483"/><span class="fr-inner"><em>Making time for some downtime: golfing in Japan</em></span></span></span></div><p>Indeed, despite being in a business centered on machines, albeit some of the most highly-engineered ones, Ablaza leads from the heart. Beyond sales figures and growth metrics, he measures his true impact by the human-centric culture he builds. “I want to be remembered as a leader who mentored a passionate generation of leaders who will protect the Lexus family spirit long after my tenure.” It is a future legacy rooted in human connection, and one that is sure to carry real traction for years to come.</p>

<p>For Lexus Manila President Carlo Ablaza, true luxury goes beyond prestige and performance. It lies in peace of mind, personalized care, dependable engineering, and the human connections built throughout every customer’s journey.</p>

For Lexus Manila President Carlo Ablaza, true luxury goes beyond prestige and performance. It lies in peace of mind, personalized care, dependable engineering, and the human connections built throughout every customer’s journey.

Beyond Prestige: Lexus Manila President Carlo Ablaza on engineering peace of mind on the road

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Beyond Prestige: Lexus Manila President Carlo Ablaza on engineering peace of mind on the road

Mariane Perez

Published August 14, 2026 06:29 PM PHT

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Updated August 15, 2026 06:06 PM PHT

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Carlo Ablaza

Lexus Philippines

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