Lexus Replaces 'Pursuit Of Perfection' Tagline With 'Engineering The Impossible'. Smart Move?

I do not see how anything could be a dumb move as long as they keep their sales chart rolling high.... lol

Since inception I've liked Lexus' "The relentless pursuit of perfection" even though I didn't like Lexus from day 1 (the original LS was just too blatant copy of the S class was the concensus critique at the time and the ES was a very poor cousin of the Cressida). I thought the change to "The pursuit of perfection" was a very bad change and I'm not sure of the new one "Engineering the impossible". I have yet to see any aspect of Lexus cars that would be considered to be "the impossible". HYBRID technology is more associated with Toyota and the Prius. COMFORT and LUXURY are not unique to Lexus. AESTHETIC DESIGN design is not what Lexus is known for. Lexus is not known for PERFORMANCE. If Lexus delivered to the market something revolutionary like the Citroen DS, or Audi's TT, etc. then "the impossible" would be great but I have yet to see any out of this world. Perhaps they should have waited for LFA to display all its prowess before communicating their new corporate slogan. Would be interested in hearing comments from the marketing experts.

Lexus cars in general usually have as good or better gas mileage and horsepower than competition. I think this tagline may be preppy a major overhaul. The GS and IS are going to be new next year, and I would assume the ES and LS the following year. Given that Lexus is trying to grow sportier and younger with cars like the CT200h, it would be no surprise to see a huge departure from their current formula for their next generation of cars. The LF-A I guess leading the pack...

great ad; I wish they would really balance among their hybrids, their mainstream luxury vehicles, and their F-lineup when it comes to advertising.

How much to get a body shop to fix the C-pillar? Car looks outstanding otherwise.

Their tagline should be.... In pursuit of German engineering

No German cars break more had both

You've owned every type of German vehicle? And the LF-A isn't a Camry.

New slogan is a FAIL. Means nothing to the Lexus customers. Perfection was better because it implied the car would be better than other brands. Should just say Engineering Quality or some other bs. The LFA screams drug-dealer on-board.

What does a drug dealer look like?

Drug dealers, you mean those guys & gals who fix up there cars, like fast n' furious or drug dealer like middle aged and up guys & gals who do the hotrod thing, or do you mean Wallstreet-hedgefund Cokehead drug dealer, or do you mean Cartel drug dealer or Italian Mafia, or do you mean Methamaphetamine drug dealer???

Who's going to purchase highend products and set trends if not Rappers, Entertainers/Actors, Sports persons? So that the common folk can ooh and ahh and bite off them....another soccer mom with 20's on her Escalade?

You mean 24"s on the Escalade. 20" would look tiny on an Escalade. The Escalades come with 22" wheels stock.

Hyundaismoke is back! LOL

Not sure if it a good move. But On side note Infiniti is planning to make a G25 with 222hp. Infiniti is making the G25 sedan.

Here is the link http://www.insideline.com/nissan/2010-nissan-skyline-250gt-first-drive.html

Am I missing something here? The way I read it is that Lexus is only trying to revitalize the “pursuit of perfection” slogan by associating it with the theme of “engineering the impossible”. Nowhere does it say that Lexus is physically replacing its original slogan. I am not sure if this post is based on fact.

AccentPlanet = Hyundaismoke, she's back !!

LFA is looking stunning in that advertisement.

JUGNU

U guys r missin da point. They're on d verge of making something so perfectionist that no matter how hard someone else trys, it'll be immpossible.... Just think of the iPhone here in the U.S. as the Lexus.... Since both has been release in U.S. They have been #1 American perfered car luxury brand & cell phone...

"They have been #1 American perfered car luxury brand & cell phone..."

- Americans are stupid when it comes to cars and electronics. They haven't a clue. So when you say "American perfered", it doesn't really mean anything. When the Europeans prefer Lexus, then you can say something. But as it stands now, the Europeans don't want to have anything to do with Lexus. Europeans are smarter than that.

24h of the ring overall results

lexus lf-a racecar*1 : broke down before the race even had started
check out 0:37-0:53
http://www.youtube.com/watch?v=fx56RsG-Euw

lexus lf-a racecar*2 : 19th (i know it won the sp8 class, great!! take a look at the sp8 class, there's no competition at all)

totally stock gt3 rs (no additional flaps, wings, cooling and so on,even downgraded to steel discs, came to the ring on its own wheels): 13th

this thing is so far away from being a supercar

Wrong, LFA didn't 'break down'. Sorry, it was involved in an accident with another car. Other LFA didn't even qualify as well as the car that crashed but yet made up plenty of positions and finished 18th overall, not 19th. Porsche GT3RS wasn't 'stock' it is a race car, purpose made as such. It's a cup car as well, it competes in other racing series and has plenty of races under it's belt.

LFA was the first race in 'production' trim, set lap times only 30 seconds off the leaders. SP8 was 'close to production' class. In other words, the LFA was nearly stock except for the interior being stripped out and the bodywork. Every car has race slicks and roll cage. Car weight is 3000-3200lbs. SP9 car weight 2750lbs. full race cars.

Apple to oranges my friend. I guess you guys didnt hear the news about the LFA being SOLD OUT. So much for it being a 'failure'

I think it needs some more exhaust tips. Nothing says "Engineering" like exhaust tips all clustered together.

Toyota: The ultimate marketing machine.

that's true. lexus spends double mercedes, audi and bmw COMBINED.

if i can be engineered, it's not impossible. so the line is nonsensical.

worse, what has lexus engineered that exceeds any other manufacturer? they're not the fastest, not the best handling, not the quietest, not the most efficient, etc.

I think the LFA will be a failure due to its performance and price when compared to its competitors. So, new slogans or not this car with this engine should've had more power and cost less.

did anybody on the autospies team actually watch the video before making this article? The original, passionate pursuit, was used as well as the new slogan, which only pertains to the LFA

If Lexus don't sell all 500, they're considered failures. If they sell out, it's simply due to good marketing which they spend more on than anyone. Jeezus, you just can't win with these poor pretentious schmucks...

It's a good thing Lexus isn't targeting them as buyers.

That commercial gave me goose bumps...

Marketing hype. Why don't I see any Ferrari or Lambo commercials?

What would "Engineering The Impossible" look like? Would it be a car that has less recalls or repairs? Being a Lexus owner already, I know you are still in the 'Pursuit Of Perfection' because you are a long way off on my IS 250 AWD. Personally I don't care what you say, I am now more intrested in an AUDI tag line. Once I can get my new Lexus running long enought to trade it in. Lexus you will never know how dissappointed I am in your car. I wanted a LEXUS for years, now I just want to get rid of it.