Lexus Brand “h”
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | October 2005–June 2008 |
Start of Advertising/Communication Effort: | October 2005 |
Base Period for Comparison: | Historical Comparisons |
a) Introduction:
By 2005 Lexus was firmly established as a brand that consumers could count on for quality and reliability. But despite strong sales growth and a mandate to become the leading luxury brand in Canada, Lexus was stuck at number five in the category.
Research among Lexus, Mercedes and BMW owners revealed what was stalling progress: Lexus was respected, but not desired. The “Relentless Pursuit of Perfection” had to be supplemented with a...