Lexus IS Marketing Booklet

[Username18]

I went to test drive the IS a week or so ago and after the sales rep gave me the marketing booklet for it. Well the whole theme of the booklet was how perfect the IS is for driving around Europe, especially in Germany (I believe the trip begins near berlin). I think this is really funny coming from a Japanese company, maybe its just me or im missing somthing. They even picture the grill of the IS with european emblems in the grill. Any thoughts on this?

[ward]

I respect the lexus as a vehicle, but I prefer BMW

[icedragon]

Oh yeah, I browsed through their brochure as well. I thought it was funny how they set the Japanese IS in Europe. However, it's also interesting to note that according to a J.D. Power and Associated survey, people Europe think of Lexus as the best brand. So for its European customers, setting the IS in Europe was a great idea. And people in Japan think of BMW as the best brand.

[maq]

Originally Posted by Username18

Any thoughts on this?

Yeah: OT.

[Nikki]

Most people (not car entusiasts) assume that Lexus is German, and that is what they want. They don't want people knowing it's really a Toyota. They're already known for their reliability, so they want to market their performance aspect.

[MCS]

Originally Posted by Nikki

Most people (not car entusiasts) assume that Lexus is German, and that is what they want. They don't want people knowing it's really a Toyota. They're already known for their reliability, so they want to market their performance aspect.

I'm going to have to argue with you on that opinion Nikki. I'm fairly certain that most people know that Lexus is Japanese and that they are owned by Toyota.

You're right on with your last sentence.

Don't underestimate Toyota. They did not become the largest and most powerful car company on this earth without learning some things and taking on fairly risky gambles.

Lexus is pointed to as the the most successful Luxury brand launch case study vs acura and infiniti. Even MB is having an awful time trying to launch the Maybach. BMW had to give up their Rover aquisition when they realized they could not turn it around profitably in the timeframe they required.

Toyota is already in Formula 1 with a factory team. BMW is just entering the sport as a full engine & chassis team.

I'm a huge BMW fan, but drive and enjoy my wife's Lexus as well.

[vladinecko]

do you think people on lexus forums discuss BMWs as much as people discuss Lexus on these forums?

[Bimmerista]

Originally Posted by icedragon

Oh yeah, I browsed through their brochure as well. I thought it was funny how they set the Japanese IS in Europe. However, it's also interesting to note that according to a J.D. Power and Associated survey, people Europe think of Lexus as the best brand. So for its European customers, setting the IS in Europe was a great idea. And people in Japan think of BMW as the best brand.

I believe your survey holds true for the UK, where people rate Lexus service highest (not the car however).

On the continent however, particularly, Germany, Lexus the car is not viewed as favorably as, say Audi is (which is held in much higher esteem in Europe than in NA).

[Nikki]

Originally Posted by MCS

I'm going to have to argue with you on that opinion Nikki. I'm fairly certain that most people know that Lexus is Japanese and that they are owned by Toyota.

You must just hang out with a lot of people that know about cars.
Lexus' market includes a big chunk of women, and trust me, they don't know where any of the cars are from. They say "Ohh that one's cute, I want it, is it expensive? OH it's a Lexus, yeah I want that one"

[saalim]

Originally Posted by Nikki

You must just hang out with a lot of people that know about cars.
Lexus' market includes a big chunk of women, and trust me, they don't know where any of the cars are from. They say "Ohh that one's cute, I want it, is it expensive? OH it's a Lexus, yeah I want that one"

Shes got a point there!

[RedStripe]

I own a BMW car.

I own Toyota equity.

Anyone else been riding the TM wave the last few months?

Originally Posted by MCS

I'm going to have to argue with you on that opinion
Nikki. I'm fairly certain that most people know that Lexus is Japanese and that they are owned by Toyota.

You're right on with your last sentence.

Don't underestimate Toyota. They did not become the largest and most powerful car company on this earth without learning some things and taking on fairly risky gambles.

Lexus is pointed to as the the most successful Luxury brand launch case study vs acura and infiniti. Even MB is having an awful time trying to launch the Maybach. BMW had to give up their Rover aquisition when they realized they could not turn it around profitably in the timeframe they required.

Toyota is already in Formula 1 with a factory team. BMW is just entering the sport as a full engine & chassis team.

I'm a huge BMW fan, but drive and enjoy my wife's Lexus as well.