Will Lexus' New Strategy Work? Can They Appeal To The Hip Buyer?

Will Lexus' New Strategy Work? Can They Appeal To The Hip Buyer?
Toyotas luxury-themed division, Lexus, has decided that it wants to join the ranks of the hip and cool. Not content with its bland-tastic, “the cars for people who don’t care about cars” image, Lexus is now going after the young, influential, hip and affluent crowd with a totally different marketing direction and a new brand campaign, complete with a new advertising theme line, “Amazing in Motion” featuring nine-foot mannequin-like puppets (ugh).

Akio Toyoda, scion of the founding family and the guy who’s now running the show at the global automotive giant, is spurring this new directional shift. Toyoda is absolutely convinced that by turning over a new, youthful and hipper leaf, Lexus is just a heartbeat away from achieving automotive greatness - complete with a cool new wrapper.

 


Read Article

USNA1999USNA1999 - 4/23/2013 2:33:38 PM
-2 Boost
OMG! Another guy that just thinks like I do? Lexworld is going to say that I wrote the article.


LexSucksLexSucks - 4/23/2013 3:57:32 PM
-2 Boost
That Article is the truth. I suppose the person who wrote it is either a Lexus hater (not), or someone who can see reality (yes). And there isn't anything "Hip" about a Lexus. Lexus is nothing more than a Japanese Buick, and both share the same blue-hair demographic. They need a completely new vehicle lineup in order to be “hip”. The current vehicles redefine blandness.


LexSucksLexSucks - 4/23/2013 3:59:15 PM
-1 Boost
"the cars for people who don’t care about cars"- That's the perfect description of Lexus. LOL!!


knowitall1985knowitall1985 - 4/23/2013 4:08:04 PM
+2 Boost
You know what they say," opinions are like A**holes everyone has one. That's the perfect description of you.....LOL!!!


LexSucksLexSucks - 4/23/2013 4:13:32 PM
-2 Boost
And when does opinion become the consensus? Toyota builds snooze mobiles. It isn't even up for debate.


LexSucksLexSucks - 4/23/2013 4:15:57 PM
-3 Boost
I was reading on a board where people were calling the FR-S slow. FR-S lovers said that it was just an opinion. If the FR-S did 0-60 in 30 seconds would calling it slow at that point still be an opinion? The answer would be yes according to FR-S fans.


RazorbacksRazorbacks - 4/24/2013 10:51:28 AM
+4 Boost
What a surprise, this specific poster posting here about a brand they despise, what are the odds?





knowitall1985knowitall1985 - 4/24/2013 11:35:16 AM
+2 Boost
All german cars are crap...Alot of people have that opinion.....


LexSucksLexSucks - 4/24/2013 4:30:00 PM
-2 Boost
Alot of people are stupid.


quizzquizz - 4/23/2013 4:09:52 PM
0 Boost
Start a new luxury line under Lexus, like Scion under Toyota.


Dr550Dr550 - 4/23/2013 4:42:17 PM
+2 Boost
A large part of Lexus success was derived from loyal Toyota owners moving upmarket. Reaching a new, younger demographic is a different story.


MorePowerMorePower - 4/23/2013 7:19:32 PM
+2 Boost
At some point, Toyota/Lexus will realize "maybe it's the cars." I don't care how sexy the woman is, or how much fun the models seem to have while sitting in car on the way to the club.

No amount of marketing is going to get me into the showroom if I don't like the product or the brand.


thetruth01thetruth01 - 4/23/2013 9:40:50 PM
+2 Boost
Peter DeLorenzo is a bitter old Detroit apologist. You know his ideas are bunk when he says things like, "even though the car – the LS 400 – was a rolling monument to tedium with marginal appeal." Say what you may about Lexuses you may not like now, but the original LS was a masterpiece.


skytopskytop - 4/26/2013 12:17:59 AM
0 Boost
Lexless and 'hip' are mutually exclusive. Move along.


enthusiastx11enthusiastx11 - 4/28/2013 11:18:03 PM
-1 Boost
no. marketing is superficial. they need new product.
Copyright 2026 AutoSpies.com, LLC