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:

Comments

Recommended

Audi’s intention to bring out the Renn Sport Racing version of the Q5 was made clear when it unveiled the Audi SQ5 at the 2017 Detroit Motor Show early this...
by - July 22, 2017
Kia’s Sorento midsize sports utility vehicle is reaching its mid-cycle for the 2018 model year. Thus, its fans, enthusiasts and satisfied customers are expecting the Sorento to receive an update...
by - July 22, 2017
The Lotus Evora Sport 410 astonished the world after arriving as the more powerful and lighter edition of the already impressive Evora 400. Now, Lotus Cars is throwing in another...
by - July 22, 2017
The Europe-bound WRC hatch developed by Toyota and Gazoo Racing team will be limited to just 400 examples as reported by AutoCar this week. Otherwise known as Gazoo Racing Masters...
by - July 21, 2017
Even cops get excited when they’re assigned to drive the best cars in the market. In Austria, police officers drive around in a Porsche 911 Carrera while in Milan, authorities...
by - July 21, 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