Marketing Management at Lexus
–> Lexus commercial 1994
Since its inception in 1989, Lexus has emphasized top-notch product quality and customer care, as reflected by its long-time slogan,
“The Relentless Pursuit of Perfection.”
As part of its
“Lexus Covenant,” it has vowed to “have the finest dealer network in the industry, and treat each customer as we would a guest in our own home.”
To this end, Lexus built its dealership framework from the ground up, hand-picking dealers committed to providing exceptional experience to customers, a system competitors acknowledge is the industry ideal.
With its average buyer in his or her mid-50s, Lexus has set its sights on attracting younger buyers by emphasizing more aggressive styling, handling dynamics, and driver engagement. Social media and other promotions and events also create novel customer experiences around food, fashion, entertainment, and travel
Lexus is on the hunt for younger, more diverse customers. But will it alienate older owners in the process?
“We are going after a younger customer, and just from a demographic standpoint, the younger you go, the more culturally diverse the population gets,” Cooper Ericksen, Lexus’ head of marketing, told Bloomberg.
<— Lexus commercial “Dreamin’ About the Future” with song-writer will.i.am
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Lexus LS 500 Super Bowl Commercial 2018 Marvel Studios Black Panther
“The task to hit our sales plan really comes from bringing a lot of new customers into the brand.” With the Black Panther tie-in, Ericksen said he believes Lexus can make a positive impression on both younger customers and minorities.
For Lexus, though, the downside of cultivating a sportier, more youthful image might be alienating longtime customers. Its styling, in particular, has become much less conservative over the past few years, and if the LF-1 concept that Lexus showed in Detroit is any indication, that aggressive design language isn’t going anywhere. For older Lexus owners, that’s not necessarily a good thing.
Speaking to CarBuzz, Jeff Bracken, group vice president and general manager of Lexus, said he frequently gets calls from loyal Lexus buyers who don’t like the current styling. “The folks that look at [our styling] as somewhat polarizing would be, for the most part, the folks that have been with us since the beginning,” Bracken said. “In fact, I’ll take phone calls from some of these owners and [they] will literally spend 45 minutes to an hour on the phone with me just expressing how disappointed they are.”
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