WORDS: KIM BELL: PHOTOGRAPHER: SHAUN MALLETT. PHOTOGRAPHER’S ASSISTANT: RATSHOLO MAHLATSI.
OWNER’S ZONE 15
A MEETING OF MINDS
LEXUS OWNER DANNY BAR AVRAHAM BELIEVES THAT HIS CAR OF CHOICE EPITOMISES HIS LIFESTYLE
T
here’s an old saying: “The way we do anything is the way we do everything” – a maxim true to Danny’s heart. He describes himself as a citizen
of the world: “I was born in Iran, grew up in Israel, married an Italian and have spent over 30 years in SA. Home is wherever I am.” As CEO of Pharmaline, which created
and owns the Vencasa brand and stores and is distributor of Tempur sleep and bedding products, Danny says quality and service are vital to him. He bought his first Lexus almost 20 years ago and has remained loyal to the brand. He explains that the Lexus ethos
mirrors his own: providing luxurious, quality products that offer peace of mind. “It’s important to me that I align myself with brands that share the same business mindset – and Lexus does. It’s about offering value for money, quality service and a product that ensures longevity. It’s also about trust. The Lexus brand ticks all those boxes.” Danny believes it’s essential for a
business to offer a range of products that appeals to every need and budget – which, again, Lexus (and, by extension, Toyota) does. His brother introduced him to the Lexus brand in the 1990s during a visit to the USA. “He told me: ‘Forget about all other cars – try a Lexus and you won’t look back.’ And I haven’t,” he recalls. Having upgraded his models over the years, he currently drives an RX350 and says 80% of his business vehicles and trucks are also from the Toyota family, since it’s a reliable and safe brand to use for transporting his products.
Danny believes that what you put in is
what you get out – and wellness is one of his priorities, both personally and in business. Like Lexus, his aim is to provide innovative solutions to improve lifestyles. He feels that it’s the small things that add value: the ease of making a call over the touch-and-talk system, tinted windows, the reverse assist system and being cushioned when driving on potholed roads. “SA has a lot to offer. In our downtime,
we like to drive and explore – we love travelling along the Garden Route or going to the Kruger National Park,” says Danny. “My Lexus is more than just a car. It makes me feel safe and also provides luxury. It benefits my lifestyle. “There’s also a guarantee of service
– something I fully understand. It’s important to know your market and make every customer feel that you’ve provided a solution for their own unique circumstances. It’s that VIP service and our shared mindset that keeps me believing in the Lexus brand.”
“IT’S ABOUT OFFERING
VALUE FOR MONEY, QUALITY SERVICE AND A PRODUCT THAT ENSURES LONGEVITY. IT’S ALSO ABOUT TRUST. THE LEXUS BRAND TICKS ALL THOSE BOXES.”
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