By Dino Ray V. Directo III

THE Johnny-come-lately in the Philippine automotive scene, Lexus Manila, is launching another luxury sport-utility vehicle that caters to “recession-proof” car enthusiasts.

Today’s launching of the Lexus RX 350 comes a few weeks after the rollout of the 2009 Ford Expedition EL, and barely two months after the formal opening of Lexus Manila, the luxury arm of Toyota Motor Philippines Corp.

Lexus Manila president Daniel Isla was optimistic about the prospects of the newest luxury SUV, citing the market’s acceptance of this type of vehicle.

“Since we openedtwo months ago, our sales target has been realized and we are happy about the warm reception we received from the market.”

Equipped with a 3.5-liter V6 engine, the Lexus RX 350 carries a sticker price of P4.2 million, pitting itself against other luxury vehicles such as the Mercedes Benz ML, BMW X5, Mitsubishi Pajero, and the Nissan Murano, according to Isla.

For the RX 350, Lexus is setting it sights on selling 100 units this year or eight units a month, Isla said.

The target buyers were those for whom money was no object, Isla said. “They are not the showy type, but rather individuals who quietly express fulfillment and personal value for themselves.”

The RX 350 is the only Lexus vehicle to be produced outside Japan, according to Isla.

Lexus Manila would bring in the North American version, which is produced at the Lexus plant in Cambridge, Canada, Isla said.

The RX 350 was introduced in 1998 and became a consistent top seller in the North American market with sales averaging 135,000 units a year, Isla said.

Lexus Manila hopes to replicate that success and carve a profitable niche in the small yet competitive Philippine market, according to Hiroshi Ito, president of Toyota Motor Philippines.

“The RX 350 offers a fresh alternative to the compact luxury SUV segment and we hope to ignite a high level of interest in the Philippine market,” Ito said in an statement. “This launch puts emphasis on our commitment to provide the automotive industry with products of the highest quality.”

The Lexus RX 350 boasts six-speed automatic transmission, all-wheel drive, and an electronic torque control system that helps keep the vehicle steady and stable even during drastic changes in driving conditions. It also comes equipped with speed-sensitive door locks, shift-linked auto lock, and an integrated camera to guide the driver when backing.