Lexus – European Sponsorship Strategy of Colin Montgomerie
BRAND BACKGROUND
In 1996 Toyota Head Office confirmed the decision to separate the Toyota and Lexus brands at Retail level (dealerships) across Europe. Toyota had successfully used golf for over a decade to support customers of the more expensive models. However Toyota would now withdraw financial support from European golf activity.
Lexus Position
Low awareness
Not accepted as true luxury car
Low purchase consideration (only 0.4 per cent)
Toyota/Lexus
In minds of consumer no real differentiation between Lexus and Toyota brands.
Toyota World Match Play Championship
Decision to withdraw as Title sponsor...