Branding | Lexus Enthusiast

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Lexus Creates NFC Ad for Wired Magazine

In the latest issue of Wired, Lexus has again pushed the advertising boundries by creating the world’s first print ad to feature a near-field communications tag.

Kevin · March 23rd, 2012

Insights From a Lexus Insider: Karl Schlicht Announces Lexus Idea Engine

Lexus is creating a new section on their global site called the Lexus Idea Engine, which will allow for input directly from enthusiasts.

Kevin · March 12th, 2012

More Details on the Lexus Super Bowl Commercial

Lexus USA vice president of marketing Brian Smith was interviewed by Big Lead Sports about the upcoming Lexus Super Bowl commercial and provided some new information on the spot.

Kevin · January 30th, 2012

Motor Trend Interview with Akio Toyoda on the Future of Lexus

From his presentation at the debut of the fourth-generation GS last week, it was pretty clear Toyota President Akio Toyoda has big plans for Lexus, but in this new interview with Motor Trend (of all places), Toyoda-san shares some very candid comments about the brand’s future.

Kevin · August 25th, 2011

New Lexus “Engineering Amazing” Commercial

Here's another installment in Lexus' Engineering Amazing commercials, this time returning once more to the company's massive driving simulator in Japan.

Kevin · June 20th, 2011

New Lexus “Engineering Amazing” Marketing Campaign

Lexus USA has pushed out a brand new marketing campaign today - let's get to the videos right away, starting first with the actual commercial and followed by some further background material.

Kevin · June 13th, 2011

Lexus Hybrid Commercial

In the spirit of the Lexus Hybrid Art exhibition, here's a beautifully filmed commercial from Lexus Italy.

Kevin · May 22nd, 2011

Lexus LS 460 Promotional Video

A couple weeks ago, I featured a video released for the launch of the third-generation Lexus LS, and now here’s something similar for the current LS 460: I’ve seen more LS 460s & 600hLs travelling through California these last three days than the rest of my life combined, same thing with the LS 430 and …

Kevin · March 16th, 2011

Lexus & Kylie Minogue Team Up for CT 200h Launch

Lexus UK announced a partnership today with pop star Kylie Minogue to promote the CT 200h: The new relationship will see Kylie – one of the world’s most iconic performers – supporting the introduction of the new Lexus CT 200h through the cross-media “Quiet Revolution” marketing campaign and publicity. In addition to appearing in the …

Kevin · January 25th, 2011

More Lexus “Hard Way” Videos

The second group of videos from The Hard Way, made by Lexus USA.

Kevin · January 18th, 2011

Massive Lexus Die-Cast Model Collection

Today, I would like to share a very special article from Eric Janssen, a retired Sales & PR Manager from Lexus Belgium, who has been collecting Lexus models since the very introduction of the brand, and was gracious enough to share a full history and photos of his collection. The history of Lexus scale models …

Kevin · December 29th, 2010

Lexus’ Global Strategy

Automotive News has published a very interesting article with Karl Schlicht, the general manager in charge of global Lexus marketing and product planning, where he reveals fresh new details about what the future holds for the brand: Toyota is pushing a new global theme of “progressive luxury” for its Lexus brand, including a greater focus …

Kevin · December 20th, 2010

Lexus Dark Ride Up for Web Award

Good news for Lexus today — the Lexus CT 200h Dark Ride interactive film has been nominated as a finalist for the 2010 FWA People’s Choice Award. Earlier this year, the choose-your-own-adventure-style video was one of our first glimpses at the CT, you can try it out for yourself over at the Dark Side of …

Kevin · December 16th, 2010

Lexus CT 200h Spending Christmas at Harrods of London

A white Lexus CT 200h will be spending the Holiday season in the window of Harrods of London, the UK’s most famous luxury store: From now until 15 January Knightsbridge shoppers will be among the first to enjoy a close-up view of the new CT 200h as part of a four-window Lexus display. It is …

Kevin · December 14th, 2010

Lexus December to Remember Commercials

It’s likely that US readers are more than a little familiar with the latest round of Lexus December to Remember commercials, but I’ve just seen them for the first time: The house in the last commercial is crazy, but not half as crazy as receiving a car for Christmas — no way I’d be able …

Kevin · November 30th, 2010

More Details on Lexus Customer Dinner Parties

In order to gain insight into consumer perception of the brand, Lexus USA General Manager Mark Templin has been arranging dinner parties for both current and previous buyers in their own homes — Automotive News has the details: Lexus Division boss Mark Templin figures the best way to get up close and personal with his …

Kevin · November 29th, 2010

Lexus CT 200h Media Presentation

AutoNetwork has posted the full video of a recent Lexus presentation on the CT 200h, and it has plenty of information on how the new hybrid hatchback will be sold in the US. Be forewarned, this is the full hour long presentation, but Brian Bolain & Charles Hubbard keep it interesting: CT 200h Overview CT …

Kevin · November 18th, 2010

Online Chat with Lexus USA’s Mark Templin (Live)

With the Facebook & Twitter online chat with Lexus USA General Manager Mark Templin scheduled to begin in just under a hour from now, I thought it would be a good idea to set up a place to follow along. I will be updating this post with direct quotes from the Q&A session, along with …

Kevin · November 12th, 2010

Dinner with Lexus USA General Manager Mark Templin

Speaking of meals with Lexus General Manager Mark Templin, he recently made a visit to a customer’s home to discuss Lexus & its competitors, along with sharing a meal — here’s a short clip of the visit: Between this and tomorrow’s online chat, we’re certainly seeing an evolution in the conversation between Lexus & its …

Kevin · November 11th, 2010

Lexus CT 200h Darkcasting Episode 1

The first episode of the Lexus CT 200h Darkcasting talkshow hosted by Whitney Cummings is up, and it’s a tour around New York with DJ Harley Viera-Newton, author Baratunde Thurston, and chef Carlo Mirarchi: Besides repeated usage of the backup camera, the CT 200h plays a supporting role in the videos, and according to an …

Kevin · November 8th, 2010

Lexus CT 200h Darkcasting Talk Show

The next chapter of the Lexus CT 200h’s marketing push is Darkcasting, a video talkshow that takes place inside the new hybrid hatchback — Lexus Magazine explains: Darkcasting, a new talk show that’s filmed, well, after the sun goes down, and that will soon run on the Lexus Darker Side of Green site. Lexus’ Darkcasting …

Kevin · October 28th, 2010

Lexus Name Badge Removed on 2011 USA Models

The sharp eyes over at Club Lexus have spotted a badge change on 2011 Lexus models sold in the USA: After spending twenty years on the trunk lid of every Lexus made, the LEXUS name badge has been removed, leaving the Oval-L as the sole brand identifier — here are some other 2011 examples: Considering …

Kevin · September 7th, 2010

Photos of the Lexus CT Umbra Art Sculpture

We’ve seen video of the Lexus CT Umbra art sculpture that accompanied the Darker Side of Green debates around the USA, but these photos from The Cool Hunter show the installation in a much more vivid light: The installation was created by Los Angeles-based design studio Nondesigns, who really managed to create something exceptionally beautiful …

Kevin · August 16th, 2010

Lexus CT 200h U.S. Driving Events

Update: These tour dates have been moved, here are the new dates. Last week, Lexus announced that Los Angeles residents would get be getting a chance to drive the CT 200h prototype — and now it’s been confirmed that this event will be making its way to three other cities around the country. Here are …

Kevin · July 19th, 2010

Lexus Darker Side of Green Debates

Lexus will be hosting more environmental debate/dance parties as part of the “Darker Side of Green” campaign for the CT 200h: Designed to inspire a new audience to consider luxury hybrid vehicles, the debates will be moderated by some of entertainment’s most intriguing personalities, including Andy Samberg, Jamie Kennedy, Tracey Morgan, and Mark McGrath. They …

Kevin · July 7th, 2010

Lexus IS Helicopter Ballet

Not every day you watch a video featuring forty-four Lexus IS 250s performing a choreographed routine that’s filmed by helicopter: Filmed at the Ampthill Millbrook Proving Groundvehicle proving ground (presumbly for the launch of the IS in 2005), this Lexus UK presentation is strikingly similar to their LS 460 orchestra that took place in 2007, …

Kevin · June 11th, 2010

Lexus Dark Ride VIP Card Giveaway

As part of their Dark Ride campaign for the CT 200h, Lexus USA is issuing special VIP cards that bring some very exclusive benefits — including fast-track entry to clubs, free cocktails, & limited edition items. Here’s just a small sample of the perks: 20% off best available rates at notable boutique hotels such as …

Kevin · June 10th, 2010

Beautiful Lexus LS 600hL Video

Once and a while, I get very focused on a specific car — right now, it’s the Lexus LS, and it all started after watching this 10-minute video a couple weeks back: This video does a great job at capturing that quiet, subtle luxury that’s so appealing about Lexus’ flagship sedan — and somehow manages …

Kevin · June 10th, 2010

Akio Toyoda Profile

Admittedly, this is the third time in a row that I’ve linked to The Automotive News, but today’s profile on Toyota President Akio Toyoda is not to be missed — some choice quotes: […]Toyoda embarked on a quest to become one of the company’s top certified test drivers and its top car critic. That challenge …

Kevin · May 31st, 2010

Lexus Performance Registry

Major news today! Next month, Lexus USA will be launching a worldwide Performance Registry on their website — but it’s been opened early for Lexus Enthusiast readers! The registry will be an online resource that will let enthusiasts share information on their Lexus vehicles and connect with other owners — making it easy to tap …

Kevin · May 24th, 2010

Lexus CT 200h Targets Audi A3 Rival

More information about the Lexus CT 200h has emerged from its Geneva debut—according to Car Dealer Magazine and Just Auto, Lexus surveyed customers across Europe, including drivers in Germany, France and Italy, and the Audi A3 emerged as the benchmark, with Europeans preferring it over the BMW 1-series. Considering this, the CT 200h was designed …

Kevin · March 11th, 2010

Lexus LF-Ch Fashion Shoot

Not content just to sit at the Los Angeles Auto Show last month, the Lexus LF-Ch took part in a fashion photoshoot at the Hollywood & Highland Center, resulting in some rather racy images—first off, here’s a quick video behind the scenes, which has the bonus of showing the LF-Ch in motion: The finished photos …

Kevin · January 15th, 2010

Automobile Interview with Lexus’ Brian Bolain

As part of Automobile Magazine’s SEMA coverage, Editor-in-Chief Jean Jennings sat down and interviewed Lexus National Marketing Manager Brian Bolain on the LFA: I like how the LFA is described in terms of how it fits into the lineup—not just the plan to use the supercar to build out F-Sport, but how it builds on …

Kevin · November 11th, 2009

Four Lexus HS 250h Print Ads

Along with its run of commercials, Lexus USA will also be promoting the HS 250h in four print ads (click for larger images): These print ads are similar in tone to both the 2010 RX & Power of H commercials, and the equal-parts emphasis on technology and eco-friendly works very well with the HS. (John …

Kevin · September 25th, 2009

More on Lexus USA’s Future Strategy

In an interview with BusinessWeek, Toyota’s new North American chief Yoshimi Inaba shared his view that Lexus needs to be “redefined and rethought for the future”: When it comes to Lexus, the issue is pretty clear: The luxury brand is far too dependent on just two of its nine models. The ES330/350 sedan and RX350 …

Kevin · July 28th, 2009

New Lexus RX 450h Commercials

With the 2010 Lexus RX 450h now available in US dealerships, it’s time for new commercials: This testimonial style commercial may be overdone, but it’s a safe and dependable choice—not unlike the RX hybrid. (Lexus looks to be staying the course with this model, and I wouldn’t be surprised if the hybrid RX outsold the …

Kevin · July 7th, 2009

Win a Lexus HS 250h for a Year!

To promote the release of the HS 250h, Lexus USA is having a contest to give away two full-year test drives of the new luxury hybrid, along with 100 week-long test drives—here’s Lexus Vice-President of Marketing, David Nordstrom, with the full details: Entering is simple, just visit drivehs.com, sign up for a profile and then …

Kevin · July 2nd, 2009

Lexus Belgium Hybrid Live Concert Contest

Lexus Belgium is holding a very unique contest—choose two Dutch musicians from a group of seven, try to get as many votes for your grouping as possible, and you could win a private concert from your two selections—a concert that is piped through the sound system of a Lexus RX 450h: Reminds me of the …

Kevin · June 3rd, 2009

Mine Magazine Launches

The New York Times has a good summary of the launch of Mine Magazine, the customized, print-on-demand venture put together by Time Warner & Lexus: Subscribers pick five of eight magazines, like Food & Wine or Sports Illustrated, and articles from those magazines appear in their custom magazines. Readers receive several issues with an article …

Kevin · April 22nd, 2009

Lexus Japan’s RX Museum Party Video

Should we need any proof that Lexus is being marketed differently in Japan as compared to North America, look no further than this video from the Japanese RX launch party, featuring DJ No+Chin in a “battle” with visual artist Saori Kanda: Feels more like Scion than Lexus, color me impressed by how uniquely Japanese this …

Kevin · March 23rd, 2009

Lexus Sponsors Customized Mine Magazine

Lexus is sponsoring a unique print experiment by Time Inc.—a personalized magazine called “mine”. Published bi-weekly over 10 weeks, the magazine combines articles from an assortment of magazines customized to your tastes: Readers can select five titles from eight published by subsidiaries of Time Warner Inc. and American Express Co.: Time, Sports Illustrated, Food & …

Kevin · March 18th, 2009

Lexus Voiceover Actor Switch Permanent?

In the latest US RX commercials, longtime Lexus voiceover actor James Sloyan was noticeably absent, replaced instead with James Remar, most recently from Sex & The City and Dexter. And now, Ad Age is reporting that the change may be permanent after talking with a Lexus spokeswoman: A Lexus spokeswoman said the marketer wanted a …

Kevin · March 16th, 2009

Lexus Still Struggling in Japan

BusinessWeek has a story in this week’s magazine about the issues Lexus is having establishing the brand in Japan: Although Lexus hit American showrooms 19 years ago and has been the top-selling luxury nameplate in the U.S. since 2000, it didn’t arrive in Japan until 2005. By that time German brands dominated the high end, …

Kevin · March 21st, 2008

Hybrid is Lexus brand defining technology in Britain

There’s all sorts of interesting information in this BBC article about Sainsbury’s chief executive Justin King trading in his Maserati Quattroporte for a Lexus LS 600hL, particularly when it comes to the state of Lexus in the UK: Lexus has gone from strength to strength with its hybrid-powered luxury. In the current atmosphere, its new …

Kevin · March 17th, 2008

Hybrids Dominating Lexus Europe Sales

While Lexus may need a huge advertising campaign to bring awareness to their hybrid model range in the US, it couldn’t be any different in Europe, where hybrids are accounting for a major percentage of vehicles sold. In 2007, 38% of all Lexus sales in Eastern Europe were hybrids, up from 26% in 2006, and …

Kevin · February 29th, 2008

Lexus ≠ Porn Pt.3

Another month, another porn star cease-and-desist notice sent out by Lexus. This time around, European model Lea Lexus was served papers (NSW link) to change her name, which she did almost immediately. This is the third legal action sent to a porn star in less than a year. It started with Detroit-based Lexus Cash, then …

Kevin · February 22nd, 2008

Lexus to discontinue L-Finesse styling?

According to Winding Road, the new issue of Autocar is reporting that Lexus will be moving away from the L-Finesse design language used to style their cars over the last two years. L-Finesse, which was created by Leonardo Fioravanti, first appeared in production form with the introduction of the 2006 GS model, and was meant …

Kevin · January 28th, 2008

Another Glimpse into the Future Direction of US Lexus Dealerships

Building off his presentation at the Automotive News World Congress, Lexus general manager Mark Templin outlined the future direction of Lexus dealerships in the US in an interview with Ward’s. There’s a lot of information hidden in the details, but the primary point made is that Lexus will start to take on some characteristics of …

Kevin · January 25th, 2008

Mark Templin on Improving US Lexus Dealerships

In a presentation at the Automotive News World Congress, Lexus General Manager Mark Templin outlined the automaker’s plans to enhance their US dealerships even further: ” We’re trying to create a feeling in our car dealerships more of a luxury hotel than a car dealership,” Templin said after his presentation. The dealerships also want to …

Kevin · January 22nd, 2008

The Story Behind the Red Bows

With all this talk of Lexus gift-giving for Christmas, I found myself more interested in the logistics behind it: What if they don’t like the model? Or the color? According to the Houston Chronicle, who looked into the car-giving phenomenon, vehicles can be exchanged if necessary, though there was no mention of people returning the …

Kevin · December 27th, 2007

Lexus Luxury Lifestyle Training

I stumbled on this image while looking for something appropriate for a previous post, and it was simply too good not to post. As for the story behind the photo, it comes from a 2005 Customer Service program run out of Lexus UK: Lexus aftersales consultants are being given a taste of the luxury living …

Kevin · December 23rd, 2007

Lexus Customer Service Examples

Nancy Fein, Lexus’ Vice-President of Customer Services, recently gave a talk at the Source Media Customer Engagement Symposium, where she discussed how Lexus reacts when things go wrong. Bill Taylor, co-founder of Fast Company and business author, was at the event and recapped the presentation: …what happens when big dreams get mugged by reality? That’s …

Kevin · December 17th, 2007

Lexus Scores High with Customer Retention

Lexus has ranked second in JD Power’s 2007 Customer Retention Study, retaining 63% of its new car buyers. This was only topped by Toyota, Lexus’ parent company, with 64.6%. This doesn’t surprise me at all, reliability and customer service holds a lot of weight in the minds of most car buyers, and Lexus has excelled …

Kevin · December 7th, 2007

Lexus ≠ Porn Pt.2

For the second time this year, Lexus finds itself in a trademark battle with a porn star. Earlier this year, it was the Detroit-based Lexus Cash, and now it’s a Swiss gay porn actor that simply goes by Lexus. Seems like an open-and-closed case, except the actor is claiming his moniker comes from a Greek …

Kevin · December 6th, 2007

Lexus LF-A Development Hits a Bump

When the same-old Lexus LF-A concept was displayed at the Tokyo Motor Show instead of the expected production model, it was a clear sign that something was amiss in the supercar’s development. There’s no official word, but according to a Winding Road source, there’s certainly been some bumps in the road: Rumblings from inside Toyota …

Kevin · November 13th, 2007

The Small Lexus Moves Forward

There’s been rumblings for some time that Lexus could release a super-small sedan to compete with the likes of BMW’s 1-series and Audi’s A3, and a recent article from GoAuto suggests it’s much further in development than previously thought: To be manufactured in sedan and/or hatch guises beyond 2010, the new entry-level model plan was …

Kevin · November 10th, 2007

Toyota on the Lexus F Model Design

Ward’s Auto had a chance to sit down with Toyota Design Chief Wahei Hirai to discuss the unfavorable reaction to the Lexus IS-F’s design: Critics say the derivative does not distinguish itself enough from the current IS, especially with the interior, and that its bulbous nose is downright ugly. Toyota Motor Corp. design chief Wahei …

Kevin · November 6th, 2007

The Statistics behind Lexus’ Pursuit of Perfection

It’s an oft-stated fact that the detail that Lexus puts into the manufacturing of their cars is almost ridiculous, but there are a number of statistics from a recently published Just Auto article that bear repeating: Of the 19 hours it takes to build a Lexus, 11 of them are spent in the paint shop. …

Kevin · October 22nd, 2007

Debunking the Lexus Age Myth

Not that I don’t trust the words of an outgoing executive, but Jim Farley’s comments last week in Automotive News seem to take a rather dark spin on Lexus’ future: The news comes from former Lexus General Manager Jim Farley, who spoke with Automotive News prior to leaving his job last week to head to …

Kevin · October 15th, 2007

Another Look at Lexus’ IS-F Marketing

It was my supreme hope that with the introduction of the official Lexus IS-F website, we would see a change in direction in the way it was marketed, but it’s remained the same: Overly flashy Ultrasonic Blue Mica exterior color and the tagline F is everything you thought we weren’t. Clearly, Lexus wants to emphasis …

Kevin · October 1st, 2007

Lexus: Why the F?

A very interesting discussion is ongoing at The Truth About Cars, and what started out as an editorial criticizing the new IS-F’s marketing campaign has blossomed into a much deeper debate: Why does Lexus have a performance division at all? To be fair, the question does open up considerably, casting the same doubts onto Mercedes/AMG, …

Kevin · September 12th, 2007

The Lexus Global Strategy

Lexus, which has focused primarily on the American market since its inception in 1989, has been attempting to grow into the global brand, yet the results have been mixed. The Detroit News has a very interesting article on this topic: In some of the most promising, fast-growing markets such as Russia and China, Lexus is …

Kevin · September 10th, 2007

Lexus & The Best Global Brands Report

Interbrand annually publishes a non-industry specific report on the Best Global Brands, ranked by “brand valuation”. This year, Lexus rings in at 92, same as last year, and was 10th overall in car brands. Much ado was given to Hyundai’s ranking, placing at the 72 position, above Porsche and Lexus. It can hardly be considered …

Kevin · July 30th, 2007

The Lexus IS Holographic Display

In 2005, Lexus created an holographic installation in a rented Times Square storefront, and even two years later, it’s an absolute marvel: This is an amazing application of technology, spectators were able to rotate, change the hologram’s color, set it in motion. Created quite a scene, by the looks of it. I wish I had …

Kevin · June 27th, 2007

America’s Favorite Domestic Luxury Car = Lexus?

The global economy in effect or the growing geographic ineptitude of America? An Anderson Analytics survey asked 1,000 U.S. college students to name the county-of-origin of particular brands, one of which was Lexus. 33.7% of the respondents believed it to be an American company, with 37.3% correctly identifying the country-of-origin as Japan. Not a particularly …

Kevin · May 30th, 2007

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