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Lexus Seeks to Regain Luxury Crown With New Advertisement

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On: Fri, Jun 28, 2013 at 4:47PM | By: Elizabeth Puckett

Lexus Seeks to Regain Luxury Crown With New Advertisement

Lexus looks to dominate the luxury car market once again in the United States—they want to knock Mercedes-Benz and BMW down a few notches in the eyes of the consumers and become the top selling luxury brand in this country country. A major part of their plan includes a more aggressive, in your face-style advertising campaign.

After many months of production delays because of the tsunami that hit Japan in 2011, Toyota-owned brand Lexus lost its crown in the luxury class. After the tsunami, many factories were damaged and the brand failed to meet demand. The opening in the market was gladly filled by Lexus’ German competitors. German luxury models have traditionally had a more exciting image than Lexus is known for having.

Lexus has previously held the title of top luxury brand from 2000 to 2010—after the 2011 to 2012 time period, they fell two spaces and are currently behind Mercedes (#2) and BMW (#1).

Currently, the luxury brand is making every effort to make the summer of 2013 their moment in the sun. The launch of the redesigned 2014 IS model is premiering with notable changes made to attract younger luxury car enthusiasts.

Team One is the ad agency charged with this mission and is taking the approach with more aggressive advertising campaigns and TV spots. New ads have been noticeably more straight to the point and aggressive, meant to catch the attention of a distracted generation. The outspoken strategy is not common for luxury brands and is quite a bold move.

The new focus has shifted towards suspension, handling, and excitement. This strategy began with the Lexus GS model in 2012 and has continued since. Such campaigns are more common with German luxury brands.

Research by Lexus’ internal R&D team has shown that the new tone in their ads is working. Lexus buyers have traditionally been in their mid-50s, but the new marketing strategy has caught the attention of people under 47 years old seeking to buy a new luxury car. They have confirmed that this new voice of Lexus has not cost the company any of their loyal customers, further encouraging them to move forward on their current advertising path.

Overall, the auto industry saw major growth in the month of May and Lexus didn’t exactly do poorly, still ranking third in its class. Lexus is not looking to settle for second runner up though; they want to be back on top.

Lexus did recently get a major boost in consumer confidence after the J.D. Power and Associates released their annual Initial Quality Survey, which measures satisfaction of owners with new vehicles over the first 90 days of ownership. The survey listed Lexus as the third in overall quality, far above both BMW and Mercedes-Benz.


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