Lexus wants to be known more than just a dependable luxury brand or an upgraded version of a Toyota. The company is aiming to take on Mercedes-Benz and BMW head-on and realizes that it will have to further distance itself from its parent company.
Things are looking good for Lexus so far – with a strong advertising campaign built around the launch of the new 2013 Lexus GS, the brand sold more than 4,900 units of the sedan in the United States within two months of its introduction.
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The brand is homing it can now come up with a stronger global strategy that will entice BMW and Mercedes-Benz owners a reason to switch.
“To conquer BMW and Mercedes drivers, we can’t just be looked at as an upgraded version of Toyota,” said Kiyotaka Ise, who took the helm of Lexus in 2007. “We want our brand to be chosen for its character and handling.”
- By: Omar Rana