I am a fan of Lexus for many years. For me it's not about ego, especially in Thailand barely anyone know that Lexus is a luxury car, people just recognize European badges as luxury. Like me Thais who buy the Lexus badge also know this that most people here don't think its a luxury car so I guess like me they just like it and enjoy driving in it.
I have to agree that in Singapore there are some who buy it because it may be categorized in the luxury category especially when compare car to car or model to model the Lexus badge is always more expensive to the European badges even in Thailand and Indonesia and the price difference could be 20% to 50%. Paying so much more for ego when people don't think its a luxury brand? I seriously don't think so. I thinks its mostly more of an appreciation of the technology, ride comfort etc than anything else.