Lexus to make major ad change in the US starting January 2014

Article by Anita Panait, on December 3, 2013

The general manager of Lexus Division, Jeff Bracken, expects to have a tough time regaining its sales dominance in the United States that it lost to German carmakers. This is why Lexus will change its advertising methods starting January 2014 to help dealers better compete. By then Lexus will shift to an "always on" model for its dealer advertising associations, Bracken said.

In its previous ad stints, the carmaker’s presence fades for a week or two every month, mainly because its 110 dealer advertising associations need to have individual "dealer tags" for all 233 retailers at the end of the commercials. This process consumes time, therefore causing delays for the airing of the commercial. Lexus commercials typically don’t air early in the month. Now, the commercial will bear the message "See your local Lexus dealer.”

Bracken remarked that “most people know who their local Lexus dealer is." The individual dealer tagging will still continue for dealers in crowded metro areas. It may also be applied to commercials promoting high-volume vehicles like the RX crossover and IS sedan. However, lower-volume vehicles like the GS sedan might gain more airtime if they bear the "See your local dealer" tags, according to Bracken.

He remarked that the GS “doesn't get the marketing resources as often as it should.” Bracken expects Lexus' advertising budget to surge in 2014, both nationally and in regional and local dealer association spending. The luxury brand spent $280 million in 2012, according to latest numbers from Kantar Media.

With the new GS, Lexus is offering a vehicle that has a bolder design and that delivers an engaging driving experience while boasting a modern interior that comes with a lot more space. In fact, this new offering is expected to open a new chapter in the brand’s history.

The new GS will have a bold spindle grille that Lexus expects to become a signature feature of its future models. This particular feature ensures that the new GS will display that air of confidence. Reinforcing this is the fact that the chassis has been redesigned to allow for that strong and wide stance. What this means also is that there is no doubt the new Lexus GS is sure to not only inspire driver participation but reward it with that precise and crisp handling.

In designing this new model, the engineering team made sure to focus on the agility and strength. However, the main goal remained to be making sure that the new GS would be able to offer a driving experience that is more engaging than ever.

In order to make this happen, the engineering team came up with a body that is more aerodynamic and a structure that was stiffer in addition to having a wider stance. Then there is the transmission that allows for quicker changes with an accompanying unique sound from both the engine and the exhaust. Lexus revealed that the engineering team even challenged themselves through finding a way to make the interior of the GS even more spacious.

Indeed, the team did manage to increase both the cabin space and the boot space but made sure that the exterior dimensions remained the same. Thus, the new GS has an interior that is richly appointed and ensures that occupants, along with their luggage, travel in comfort no matter how far the destination. The new GS will be officially launched during the early part of 2012. In addition to the base model, a F-Sport and hybrid versions will be available as well. In the U.K., it will come in the GS 250 petrol-powered version and the GS 450h full hybrid variant.

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