Lexus marketing would like for you to believe they are a lifestyle brand - they are not. Lexus builds cars. There is no lifestyle around a car. This is where Lexus has gotten so terribly off track over the last decade.
"Since we can't build great cars anymore, let's divert everyone's attention elsewhere and make them think we're a 'LIFESTYLE' brand - yes! that will do it!"
Look at the lineup. Lexus should be focusing every resource on their product - not shoes, hoverboards, boats or anything else. All of these pet projects are distractions.
Exactly, and that god awful black panther partnership they did, that was a 100% flop too. The millennial market does not buy Lexus and all attempts to reach them should be halted. In fact, let's abolish the Lexus marketing department, that would do wonders like adding a brand new model to the line up that wasn't already planned.
Ok, back to
reality.
The thing you don't understand is that all luxury brands are lifestyle brands. Thats why Lexus links their brand to fashion, sports, and art, especially lifestyles of the wealthy, potential buyers of the brand. I'm not an expert but even I know this is only basic marketing principles.
The marginal space between approval or disapproval of what Lexus does, is so minuscule.. If Lexus had 10,000 more units in sales YTD and at the #1 slot vs. #3, would you still be complaining about their marketing methods?