Lexus launches aggressively toned ads for 2014 IS model

Article by Anita Panait, on June 26, 2013

Lexus was the best-selling luxury carmaker in the United States from 2000 to 2010. Natural disasters in Japan in 2011 -- earthquake and tsunami -- however led to inventory and supplies problems, eventually resulting to lower sales in the US in the year. As a result, Lexus lost its dominant position in the US in 2011 and 2012, giving way to erstwhile followers BMW and Mercedes-Benz.

But Lexus is not finished yet in the US. Toyota's luxury division is aiming to crawl its way back to the top by first introducing a refreshed model and launching a corresponding advertising campaign.

This summer, Lexus is rolling out the redesigned 2014 IS model. To enhance the vehicle's appeal to younger luxury-car buyers, Lexus is employing aggressive ads from agency Team One. One of the TV spots for 2014 IS says, "You can choose to blend in. Or you can choose to blend out. It's your move."

The challenging tone of the ad marks a shift towards outspoken marketing strategy, which began with the GS rollout in 2012 and continues with the 2014 IS this year. According to Brian Bolain, Lexus Corporate Marketing Manager, internal research shows that the brand's new voice is "having a positive effect" on vehicle buyers under 47 years of age.

Bolain said that while the new tone attracts younger buyers, the brand is also not losing its current target market. Lexus's buyers are typically in their mid-50's. According to the Automotive News Data Center, Lexus is still behind Mercedes and BMW in terms of luxury car sales in the first five months of 2013.

“This third-generation IS features the bold new styling and dynamic driving characteristics now inherent in the Lexus lineup and the new ads reflect that excitement,” said Brian Smith, vice president of marketing for Lexus. “The TV spots capture the emotion engineered into the IS and challenge customers with ‘It’s Your Move.’” 

If you liked the article, share on:


Login or Create new account to add a comment!


Many have been excited with the impending arrival of the next-generation Jeep Wrangler and the new 2019 Jeep Grand Wagoneer, which is slated to be the brand’s new range-topping model....
by - October 21, 2016
Chevrolet has taken the wraps off its new Chevrolet Colorado ZH2 at the fall meeting of the Association of the United States Army (AUSA). Tagged as the most extreme fuel-cell-powered...
by - October 21, 2016
Honda has unveiled the fifth generation of its hot-selling SUV – the 2017 Honda CR-V. The latest iteration of the CR-V should help it maintain its benchmark status in the...
by - October 21, 2016
Many are already expecting BMW to launch an ultra luxurious SUV that will serve at its new flagship by late 2018. Larger than the X5 and X6, the new X7...
by - October 21, 2016
Most of you may have heard or already have one of those autonomous home appliances doing the house chores. Thus, it’s not anymore unusual to see a car going places...
by - October 20, 2016