The CLAWS Come Out -- Is There No Joy, No Progress, No Elegance In What Should Come Standard?

Have some free time and want to really see the nitty gritty of the auto industry? Check out some advertisements across the auto spectrum from other countries.

For example, the other day we brought you a television advertisement Lexus is currently running in South Africa. If you're a car nerd like us, we are sure that you will appreciate Lexus' creative advertising in that campaign.

But now we have something from Lexus South Africa, again.

Another campaign has Lexus targeting its competitors -- Audi, BMW and Mercedes-Benz -- in an advertisement designed to pick apart their pitfalls. In this case, the additional price of options in the German rivals.

For example, it cites the prices for extras like the upgraded sound systems, smart entry, power seats and reverse cameras.

The best part: how Lexus marketing OR the creative agency managed to incorporate each firm's logo into the diatribe.

So, we've gotta ask; does this make Lexus the value play or is it merely just some mud slingin' in South Africa, of all places?

[Source: 10and5]








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delan - 7/25/2010 9:35:59 PM

-1 Boost

Oh, how cute!

rxh8me9000 - 7/25/2010 9:48:30 PM

-1 Boost

Thats clever lol

JustaCar - 7/25/2010 10:35:03 PM

+2 Boost

So Lexus is saying: "We're willing to give you all the extras for free just to make you buy our cars".

dl767captain - 7/26/2010 1:36:08 AM

0 Boost

no, they're saying they believe packages are better and more affordable than having to pay for every little detail

camrydriver - 7/26/2010 11:48:58 PM

+1 Boost

It is all just convoluted way to say "we're cheaper". Someone has to bring up the back of the pack, of course, and Lexus has always embraced that role. If you are running a business you have to face the facts that reality presents. So, if your product doesn't command a premium price like your competitor's product does you simply have to lower your price, which Lexus is very effectively doing by 'throwing in' features.

Way to keep your head above water Lexus! Attagirls all the way around!

synx - 7/25/2010 11:53:35 PM

+2 Boost

Oh that's gold! I totally agree with them. That's one of the reason's my parents went for Lexus(es???). If you compare the spec sheets with that of BMW, Audi or Merc then Lexus is way in front. Also Lexus is much better in terms of reliability and the price of spare parts. Their after-sales service is outstanding as well - so personal and friendly. The Germans could learn a thing or 2 about customer relations.

I hate to come across as a fanboy but even though I have an irrational disliking of the Lexus brand I have to say that I was very impressed.

dl767captain - 7/26/2010 1:37:59 AM

+3 Boost

There are bonuses to both views, the German way you get the car exactly how you want it. The Lexus way you don't feel like they're trying to get every dime out of you and it's muc easier to find a used Lexus with what you want than a used 5 Series. I know when looking for my used car it was hard to find a 5 Series with all the features I wanted but Lexus made it easy by having two packages with everything I wanted.

nguyenvuminh - 7/26/2010 2:32:20 AM

+1 Boost

Although I'm not a Lexus fan (in fact, I dislike their cars), I must say they are 1) very consistent in matching their product to their marketing theme (luxury and quality at a more competitive price) and 2) pretty clever with this advertising (the competitors' logo).

Agent00R - 7/26/2010 10:05:16 AM

+2 Boost

Agreed!

1BadMan - 7/26/2010 12:09:32 PM

+1 Boost

Commodity luxury is easy to sell and very difficult to sell against. The Asians prescribe to this method. And that is Honda, Nissan and Toyota. Take basic cars and slather them with sound-deading materials and "up-scale" features, softer leather and nice sound systems. And reliability is a relative term. The special toyotas have had some problems for a while now. At the end of the day, you can buy more or less but you cannot buy more for less!