Lexus’ campaign for CT 200h will be very diverse, widest in scope

Article by Christian Andrei, on March 15, 2011

Lexus will undertake its "largest campaign in scope and diversity” to launch the CT 200h entry-luxury hybrid, according to Automotive News. As gasoline prices continue to rise, Lexus is taking this opportunity to appeal to younger buyers.

Lexus didn’t divulge how much it intends to spend on the campaign; however, it’s not expected to exceed what was used to launch the original 1989 LS 400 or the 2009 RX 350, which had more of a mainstream media push.

For the CT 200h, Lexus has prepared TV ad spots but the focus will be on social media, YouTube, iTunes and the South By Southwest music festival in Austin, Texas.

Dave Nordstrom, Lexus vice president of marketing, said that the Lexus hopes to reach its 25- to 39-year-old target 36 times during the eight week-campaign.

This is a considerably major effort for a model that’s estimated to sell only about 1,000 units a month. But if sales of the CT 200h do reach this number, it would double the volume of the U.S. compact luxury hatchback segment, which includes the BMW 1 series, Audi A3 and Volvo C30.

Nordstrom explained that it is a small segment but the company thinks that it has to expand the segment to be successful. Nordstrom also pointed out that this is a “new area” for the company.

Lexus is hoping for sales to go up as gasoline prices are nearing $4 a gallon in some regions. It expects that young luxury consumers prefer a car that offers 42 mpg – which the CT 200h claims to achieve. Nordstrom forecasts that the CT 200h will be the first luxury brand vehicle of 70% of the CT 200h buyers.

The full hybrid hatchback Lexus CT 200h is the brand’s first five-door compact car. Considered as a new entry to Lexus, the model presents the brand's unique synthesis of sophistication, high quality, and advanced technology for the first time to the premium compact sector. It entices a younger generation of consumers to the brand. With the European market in mind, Lexus designed and developed the CT 200h.

Its full hybrid technology and packaging appeal to the young and highly discerning customer base. Its ultra-low emissions meet the requirements of environmentally conscious consumers. And all these are achieved without compromising sophistication and the inherently luxurious driving pleasure, which is the Lexus hallmark. The latest CT 200h is a quiet revolution that signifies the synthesis of the brand’s key attributes, which offer the customers of Lexus with a premium compact motoring experience unlike any other.

Lexus driving quality is characterized by its Hybrid Drive and customized Energy Management System, the latest L-finesse design philosophy, which renders dynamic and elegant styling, unparalleled quality of manufacturing and meticulous details, and its recognized customer service, which is central to the brand’s ownership experience.

The development of the CT 200h’s Hybrid Drive system is in accordance with strict and unique standards, which include over 500 items. Strict guidelines were set to elevate every aspect of the new full hybrid’s performance to unprecedented levels.

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