Brand: Lexus

The chaos of traversing the IAA, one of the world’s largest auto shows, is enough to fluster even the calmest consumer, but for international press covering the event, it can be sheer anarchy. Like many auto shows, major brands are given 15-minute time slots on press day to deliver their messaging to the media. But […]

Ah, Pandora. It’s like it can read your mind, right? In one of the most interesting partnerships of the year, Lexus brought its vehicles and signature sophistication to the table, while Pandora brought the tunes and the young, affluent demo the Los Angeles Lexus Dealer Association (LA LDA) sought to reach. The result was a […]

Taste of Lexus was completely revitalized for this year, becoming more than just an upscale ride-and-drive, but a destination in its own right. Modeled after retail destinations like Rodeo Drive and Fifth Avenue, the Lexus Promenade was the centerpiece. It comprised a 200-foot-by-50-foot esplanade surrounded by product salons, lifestyle activities and restaurants and embedded with […]

Lexus ain’t your grandfather’s car anymore, and to tell Generation X and Y consumers all about it, the brand set out to show them that a Lexus is the best way to pair luxury with a unique statement of taste and refinement. The brand used market research data to determine that its target consumers love […]

Lexus has a strong reputation as a producer of dependable luxury vehicles. When the brand recognized it was struggling to appeal to a younger demographic, however, it took to the streets—on foot. Targeting drivers under the age of 44 with annual household incomes over $100,000, the brand established the Lexus LaceUp Running Series to entice […]