Lexus is planning to launch its first global advertising campaign in May 2013 as part of its efforts to reach consumers who have not considered buying the brand before. Brian Smith, vice president of U.S. marketing for Lexus, said that while the carmaker has yet to decide whether it will adopt a single tag line or various tag lines, much of the creative and visual cues in the advertising campaign will be similar.
Smith said that while it would not use the same phrase everywhere, there will be a consistent message. He said phrasing may vary since the same wording can have different meanings as it is translated into different languages.
He disclosed Lexus’ advertising plans to Automotive News during a program to introduce the redesigned Lexus IS sedan to journalists. Lexus is present in more than 80 markets around the world. The luxury division of Toyota is overhauling the styling of its car and light-truck lineup to bring in more energy and emotion into the brand as well as to entice new customers, particularly younger buyers.
Although Lexus posted an 18-percent rise in global sales in 2012 to 476,566 units, its numbers are still well below its major German rivals. In 2012, BMW sold 1.54 million models global, Audi sold 1.46 million vehicles and Mercedes-Benz delivered 1.32 million units.
The commercial spots will feature various Lexus products as secondary figures. Smith remarked that Lexus' US unit has used a type of "Pursuit of Perfection" concept since its debut 24 years ago, many operations overseas have not followed the same creative theme.