Lexus RX 350 – Off to a Good Start
|Business Results Period (Consecutive Months):||January 2009 to June 2009|
|Start of Advertising / Communication Effort:||January 2009|
|Base Period for Comparison:||2008|
a) Synopsis of the Case:
The RX is arguably Lexus' most important vehicle. It was the first crossover luxury SUV when it was launched in 1998, and has become the largest volume vehicle for Lexus in Canada and throughout North America. The previous iteration of the RX 350, first introduced in 2007, was a huge success. The new 2010 RX 350 had to build off that success and more.
Research with luxury automotive intenders highlighted an opportunity to evolve the highly successful Lexus “Moments” campaign by adding elements of advanced technology and design and greater dynamism. This evolved strategy we called “Advanced Moments.”