How Longo Lexus Turned $1.1 Million in Online Parts Sales into a Luxury Experience

When it comes to selling luxury parts online, Longo Lexus proves that a personalized touch and exceptional customer service are the keys to success. In 2024, they generated over $1.1 million in online parts sales, setting themselves apart by offering a seamless, high-end experience that mirrors the luxury their customers expect. Under the leadership of Parts Director Gerardo Ayala, its online parts business has continued to grow. 

Longo Lexus puts customers first and knows what luxury buyers want, making them a top seller on RevolutionParts and earning the 2024 Top Lexus Seller award. This dealer spotlight shows how Gerardo and his team improved their online sales plan to give Lexus customers the service they expect.

Transitioning from Toyota to Lexus

Gerardo Ayala has worked in the car parts business for over seven years. He started at Longo Toyota and later moved to Longo Lexus. While Toyota and Lexus have similar parts, he noticed that Lexus customers expect more personal and high-quality service. They want a luxury experience that matches the brand’s reputation.

“When I came over to Lexus, I noticed right away that the front retail team was handling online orders along with everything else, and that made it tough to keep up,” reflected Gerardo.

This divided focus meant that some online orders were not receiving the attention they needed. To fix this, Gerardo put together a team just for online parts, making sure every order got the same care as an in-store purchase.

“We made sure our online customers get the same great service as those who visit us in person,” Gerardo said.

Creating a luxury customer experience online

People who drive Lexus cars expect careful service and great attention to detail.

“No matter if they shop online or in person, we want every customer to feel important,” said Gerardo.

To give them that, Gerardo’s team works hard to provide:

• Dedicated customer support: Two team members focus exclusively on online orders, from tracking shipments to handling customer questions.
• Personalized service: Instead of treating online orders as routine transactions, Longo Lexus ensures that customers receive individualized attention, making them feel valued.
• Clear and frequent communication: Automated messages keep customers informed, but Gerardo’s team also provides direct, human interaction when needed.

“In eCommerce, you don’t always get a personal touch. Our goal is to bring that mom-and-pop feel to the online experience. Customers know who they are speaking to and feel reassured throughout the process,” Gerardo explained.

Longo Lexus 2024 Online Part Sales

How Longo Lexus stands out from online sellers

Selling Lexus parts online means competing with platforms like Amazon, which promise quick deliveries. However, what sets Longo Lexus apart is its ability to provide expert advice and customer service that Amazon can’t match.

“Sure Amazon can get the part there tomorrow, but are you going to get someone on the phone when you need them? Are you going to be able to talk to someone specifically about your order and that exact part?” Gerardo says.

“If a customer buys the wrong part but hasn’t used it and keeps it in the original package, we can take it back easily. This helps us keep more parts in stock without worrying about losing money,” Gerardo says.

This flexibility allows Longo Lexus to cater to a broader range of customer needs while maintaining a streamlined inventory process.

Adapting to the future of online parts sales

As online parts sales continue to grow, Longo Lexus is committed to adding even more personalization to the ordering process. 

“We want our online team to be able to communicate with customers on a more personal level. Instead of just receiving an order confirmation from Longo Lexus, they should know exactly who is handling their order. Adding a name and a face to the process will make it feel more ‘homey’ and less transactional,” Gerardo says.

“A big part of our success is making sure customers know they can reach a real person who understands their order and their car.”

Key takeaways from Longo Lexus’ success

Longo Lexus sells more than just car parts online. They focus on giving customers a great experience. Here are the main things that make them stand out.

1. Build a dedicated team: By assigning specific employees to online parts sales, Longo Lexus ensures a higher level of service and faster response times. “Having a dedicated online parts team means we can handle orders faster, answer customer questions quickly, and make sure every order is right before it goes out,” said Gerardo.
2. Prioritize customer service: Lexus customers expect a premium experience, and Longo Lexus meets these expectations through personalized interactions and expert guidance.
3. Compete on service, not just price: Focus on great service, not just low prices. Amazon and other online stores ship fast, but Longo Lexus stands out by offering expert help and putting customers first. “Not everyone is a mechanic, so we take the time to explain things,” Gerardo said.
4. Use manufacturer policies to your advantage: A flexible return policy enables the dealership to stock a wider range of parts without financial risk.

Conclusion

Longo Lexus proves that successfully selling car parts online is about keeping customers happy. With Gerardo Ayala leading the way, the dealership has succeeded in bringing Lexus’ luxury feel to online shopping.

“The right team and the right process make all the difference in online parts sales.”

Dealerships wanting to grow their online parts business can learn from Longo Lexus: build a strong team and give customers an experience they won’t forget.

Want to grow your online parts business? RevolutionParts helps dealerships simplify operations, improve customer service, and increase sales. Our platform makes it easy to manage inventory, track orders, and provide a seamless shopping experience for your customers. We have the tools to help you succeed.

Get in touch today and see how RevolutionParts can take your parts business to the next level!