Lexus to launch first global advertising campaign in May 2013

Article by Anita Panait, on March 13, 2013

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.

Lexus introduces its 3rd-generation IS sport sedan with a confident design that is highlighted by a dynamic signature spindle grille, as well as LED Daytime Running Lights that are separated for the first time. "Aggressive elegance" is combined with a much more powerful presence on the road and a much stronger brand identity, helping the new IS models become more alluring than ever.

Thanks mainly to its substantially increased body rigidity, the 2014 IS offers a more dynamic road experience complete with enhanced body control and stability while also providing improved ride comfort. Moreover, adhesive body-bonding techniques and new laser-screw welding, together with more spot welding, have created a higher rigidity.

Furthermore, a revised front suspension, a new multilink rear suspension, and steering that's derived from the GS sedan have been adopted in the IS package, which is smaller. For 2014, two IS variants are available. One is the Lexus IS 250, which is powered by a 2.5-liter V6 that delivers 204 hp at 6,400rpm and a torque of 185 lb.-ft. at 4,800rpm. This engine is paired with a 6-speed ECT or Electronically Controlled Transmission that boasts a sequential manual-shift mode and rev matched downshifts in a SPORT mode.

The other one is the more exciting Lexus IS 350, which is equipped with a 3.5-liter V6 plus D4-S direct- and port-fuel injection. This 3.5 engine supplies 306 hp at 6,400rpm and 277 lb.-ft. of torque at 4,800rpm. What's more, the IS 350 has inherited the 8-speed SPDS or Sport Direct Shift automatic transmission that it got from the Lexus IS F high-performance car. This transmission boasts paddle shifters as well as a G-force Artificial Intelligence system, which selects the optimum gear automatically as well as the downshift pattern as a response to the G-AI.

An all-weather drive system that is electronically controlled is available for both Lexus IS models. This drive system has been designed to help improve grip and traction under any driving condition by varying front-to-rear torque balance automatically from 50:50 up to 30:70.

Topics: lexus, advertising

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