Lexus: The Personal SUV that Goes Beyond Utility

This case study describes how the car manufacturer Lexus challenged expectations of what an SUV could be to launch its new NX product to a non-traditional SUV target audience.

Lexus: The Personal SUV that Goes Beyond Utility

To launch NX to a nontraditional SUV target, Lexus had to convince this audience, who had previously dismissed SUVs as not personally relevant, to consider this new vehicle. To do so, Lexus had to challenge expectations of what an SUV could be, and shift the conversation to be about "personal utility" and a me-first mindset amid a category of family haulers. In doing so, Lexus successfully carved a distinct position for NX within its growing lineup of luxury SUVs, while also breaking through the clutter of the fastest-growing segment in luxury automotive....

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