Objective 1
Benchmark Sales & Aftersales Network Coverage
Assess Lexus’ dealer and service footprint at city and regional levels to benchmark network strength, competitive density, and accessibility across key automotive hubs in Saudi Arabia.
CASE STUDY
Building a High-Performance Dealer and Service Network for Lexus in Saudi Arabia
Client
Lexus
Engagement Owner
Business Head – Sales
Geography
Saudi Arabia (KSA)
Client Context
Lexus
Lexus is a globally recognized luxury automotive brand, known for premium vehicle engineering, advanced technology, and a strong focus on customer experience. In Saudi Arabia, Lexus operates through an extensive dealer and service network, serving a geographically diverse market with varying levels of premium vehicle penetration and aftersales demand.
As competitive intensity increased across luxury and near-luxury automotive segments, Lexus sought a data-driven assessment of its sales and service network to support strategic expansion, optimize dealer performance, and strengthen long-term market positioning. Ken Research was engaged to deliver city-level clarity on network strength, competitive coverage, and sales flow efficiency across KSA.
Engagement Value Pillars
Engagement Objectives
Strategic consulting objectives designed to provide actionable insights and sustainable competitive advantages
Objective 2
Identify Expansion Gaps & Underpenetrated Cities
Identify underpenetrated cities and whitespace opportunities where Lexus could strengthen its presence through targeted dealer and service network expansion.
Objective 3
Evaluate Sales Flow & Customer Access Efficiency
Analyze product flow from authorized dealers to end customers to identify operational bottlenecks impacting customer access, conversion efficiency, and aftersales experience.
Our Methodology
Consulting Approach & Initiatives
A systematic, research-driven approach designed to deliver actionable insights and sustainable outcomes
Step 1
A. Network Mapping & Market Opportunity Assessment
Mapped Lexus’ sales and service touchpoints across Saudi Arabia at a granular, city-level resolution, enabling structured visibility into dealer density, service coverage, and regional network gaps.
Step 2
B. Competitive Benchmarking & Coverage Analysis
Benchmarked Lexus’ network presence against regional and global luxury automotive competitors, identifying relative strengths, coverage gaps, and priority expansion zones across key automotive markets.
Step 3
C. Sales Flow & Operational Efficiency Analysis
Modelled product movement from authorized dealers to end consumers, evaluating inefficiencies in sales flow, supply chain handoffs, and regional demand fulfilment impacting customer experience.
Measurable Business Outcomes
Impact Delivered
01
Underpenetrated Markets Identified:
Identified 11 underpenetrated cities across KSA, providing a clear, data-backed roadmap for geographic expansion.
02
Network Visibility Strengthened:
Mapped 50+ dealer and service touchpoints, enabling improved performance monitoring, regional prioritization, and high-value customer targeting.
03
Market Penetration Upside Quantified:
Identified ~8% potential market penetration uplift through optimized dealer coverage, improved sales flow efficiency, and refined expansion strategy.
Client Endorsement
4.7/5
4.7/5
— Director, Yash Highvoltage Insulators
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