In an interview with Media Post, Lexus USA’s national marketing manager Brian Bolain shares some details on what the brand has planned for the 2014 IS launch:
Q: First off, how are you ramping up for the 2014 IS launch this summer?
A: We have a prelaunch in the middle of April called “The Amazing Mix”. It’s a music and visual experience with a little stage, where the IS is front and center. Every letter on your keyboard activates either sound or motion on the car or props around it. The system will record your keystroke movements so basically you can make your own 30-second video. We will bury some surprises there so certain keystrokes combinations will something surprising. A social media contest around it [where you can upload your creation for votes] will give the winner a trip to one of our hotel partners.
Q: Are you doing experiential programs?
A: We are going to do a 12-city ride-and-drive tour this summer for the IS. But one thing we will do differently is that, often when we do tours we focus only on the car we are promoting. But with the IS you can imagine a customer who might say they’d rather have the mpg of a CT (compact), or the size of a GS sedan. So we will focus on the IS but will also have CT F-Sport (performance marque), the GS F-Sport and LFA [supercar].
In the rest of the interview, Bolain touches on the entry-level luxury market in general and shares an interesting statistic — the average age of Lexus IS owners is the lowest in the luxury market.
[Source: Media Post]