Lexus now gets unified input for marketing new vehicles

Article by Christian Andrei, on August 14, 2014

Lexus has revamped global marketing as the luxury marque tries to cut costs while delivering more consistent brand messaging. Before, Lexus’ marketing officers in each country were tasked to develop their own advertising and brand messaging. They could also gather their ideas in a shared library of marketing content.

However, the pooled ideas come after these officers had already investing time and money producing content. But that has changed. Global marketers now meet up to a year before an initial vehicle launch to plan product messaging as well as choose the best content.

Despite the change, local officers could still tailor marketing to individual markets. However, unlike before, the revamp makes sure that all markets carry the same brand message. It also cuts costly overlapping efforts like filming vehicles driving along coastal roads in several markets.

Mark Templin, Lexus International's executive vice president, told Automotive News that the revamp will help the carmaker both in savings and in consistency in messaging. He noted that the more consistency Lexus has, the better it is as they build the brand.

Under the new approach, Lexus requires 25 marketing experts from its top 10 global markets meet months before they launch a certain product to participate in a so-called launch planning meetings to churn out and pool in ideas.

The first models to benefit from this new strategy are the NX compact cross-over now on sale in Japan and the RC Coupe bound for the United States later this year. The first meetings for the NX started in late 2013 and executives focused on two global themes: performance and design.

The brainstorming led to an NX tag line that targets younger buyers: "Beyond Utility." Those executives went back to their local ad agencies to spice up creative ideas. They then met again to share their ideas, keeping the good ones for pooled use. Members met every three or four months to tweak the message to perfection until launch. [source: automotive news - sub. required]

Topics: lexus

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

As if seeing the future more than a decade from now, one of the top scientists in the world of robotics and automations is predicting that children born today won’t...
by - January 19, 2017
Ford has just recently unveiled the 2018 Ford Mustang, and as it turned out, the carmaker gave its beloved pony car a facelift. There have been mixed reactions about the...
by - January 19, 2017
The bidding war for one of the only 20 examples -- 21 actually, but the 00 version went to a museum -- of the classically beautiful Lamborghini Reventon built and...
by - January 18, 2017
Bentley once again confirmed its plans to push PHEV into their future lineups. As a matter of fact, the Bentayga SUV will be the first to have the plugin hybrid...
by - January 18, 2017
Each time that Mini launches a new generation of the Countryman crossover, a John Cooper Works performance version is always expected to follow. When Mini unveiled the next-gen 2017 Mini...
by - January 18, 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