Lexus aims to take No. 1 spot back from Bmw helped by the new GS

Article by Anita Panait, on May 9, 2012

Lexus’ latest marketing campaign, a sexy one, has helped Toyota’s premium unit to exceed its total GS series US sales for the full year of 2011 in just two months in 2012. Lexus has exploited the beauty and glamour of Sports Illustrated model Tori Praver for a publicity stunt in February, which resulted in the sales of more than 4,900 GS cars in the US. 

The publicity stunt includes giving away a Tori 500 app for the iPhone and iPad to customers buying the cars. The stunt was also part of Lexus’ plan to distinguish itself as a separate brand from Toyota; as consumers have, for many years, perceived the brand as just an upgraded version of the Japanese carmaker.

With this in mind, Lexus aims to attract owners who for years have preferred BMW and Mercedes-Benz, according to Kiyotaka Ise, Lexus’ managing director, adding that the company wanted consumers to choose the brand for its character and handling.

Lexus’ approach comes not as a surprise since Toyota in recent years has decentralized its operations and decision-making to its autonomous units. Lexus’ performance will serve a benchmark for Toyota’s future success, as the company’s sales growth was hampered in 2011 by supply problems due to natural disasters, slow launching of new models and the stronger yen.

As early as last year, Toyota President Akio Toyoda said that Lexus should show the way of how Toyota Motor Corp. should operate. For four years now, Lexus have been distinguishing itself from Toyota. Inside Toyota’s headquarters, Lexus’ engineers, designers, and teams work independently from Toyota’s own workforce. According to Takashi Aoki, a senior fund manager at Mizuho Asset Management Co., what Lexus had been missing was a centralized brand image.

Topics: lexus, bmw, lexus gs

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

The highlight of this year’s Consumer Electronics Show may be based on some of these keywords---connectivity, integration and partnership. Just like in the previous year, you’ve probably heard and read...
by - January 16, 2017
Less than three weeks to go and the Super Bowl LI – one of the most awaited and most watched sports events in television – will commence on February 5,...
by - January 16, 2017
New Tesla vehicles will have to pay when charging at any of the carmaker’s Supercharger stations once they exceed their annual limits. This comes as Tesla Motors announced revisions in...
by - January 16, 2017
Off-road driving with an open air vehicle provides another kind of experience for many off-road enthusiasts and fans. For this sake, Ford is planning to offer a version of the...
by - January 16, 2017
For those who love driving, future autonomous cars should be like the Toyota Concept-i that is drawing in a multitude of visitors at the 2017 Consumer Electronics Show in Las...
by - January 15, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries