The marketing campaign for the upcoming Lexus IS-F will be a little different than what Lexus usually does to market its vehicles. Instead of throwing money away at mass-media campaign, Lexus will try and lure in buyers at the track, said Brian Bolain, Lexus’ national manager of interactive marketing and automotive events.
“The typical Lexus buyer is not going to be persuaded into an IS-F,” Bolain said. “It’s for someone who wants power and control. We are going to focus heavily on driving opportunities.”
Bolain said that Lexus’ performance credentials have fallen short of its European rivals and that many luxury car buyers see Lexus cars as quality vehicles but don’t rate it as a high-performance enthusiast car.
“We have a lot of ground to make up,” Bolain said.
Lexus has already started offering test drives of the IS-F at the Laguna Seca Raceway in Monterey, California. Even before us journalists had the chance to evaluate the 417 horsepower Lexus. The IS-F tour will cover five other racetracks around the nation and will also offer 10 to 12 street driving locations.
Pricing for the IS-F will be announced closer to launch date. So far Lexus expects to sell between 2,400 to 3,600 units next year.
Lexus IS-F Gallery:
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