If people take a look a Lexus’ newest models, they would see that these offerings are more daring, racier and providing some fun. To better make its target buyers understand what it is trying to impart, Lexus has also made its ads more daring, racier and providing some fun.
To better illustrate, the recent ad for the Lexus IS 350 shows a young man who went inside his lady neighbor’s apartment and then ripped his shirt off to help her control a broken faucet. But then, the lady’s partner walked in and saw something that is both awkward and sexy. Then the hero gets out of his sight in his Lexus IS 350.
The voiceover refers to the gap between reality and perception – the very same gap that Lexus brand is trying to connect by creating sporty models targeted at younger buyers. The same strategy is being implemented across several channels. The brand recently featured Wes Bentley of Hunger Games in an ad for the RC sport coupe.
Lexus also had a Specialty Equipment Market Association-related promotion for the RC via Instagram. Lexus is also expanding its sports marketing presence to cycling, which is more followed by young luxury buyers. In its advertising for the F line, the spots linked the brand with the deadly sins of lust, wrath, envy and pride.
According to Brian Smith, Lexus' vice president of marketing, the marketing effort for the brand “must walk a fine line.” He remarked that the effort project a more contemporary image for Lexus without shying away its loyal customers who loves the brand for its outstanding build quality and quiet, comfortable rides.
He pointed to an ad for the RX crossover that shows a young couple who seemed head over heels on each other while on a date. They then proceed eventually to the bedroom, where at dawn their children tumble into the bed with them.
According to Tom Libby, an analyst at IHS Automotive, the changing direction of Lexus and its advertising "makes sense," will allow the brand to better compete against BMW, which appeals to younger luxury buyers.