Lexus Europe: The new Lexus IS - an amazing launch

This case study describes how Lexus, the car manufacturer, promoted its Lexus IS to buyers of premium cars aged up to 65 across Europe.

Lexus Europe: The new Lexus IS - an amazing launch

Campaign details

Client: Lexus EuropeBrand: Lexus ISAgency: ZenithOptimedia, CHI & PartnersCategory: AutomotiveCountry: United Kingdom

Lexus is a luxury automotive brand founded in 1989 in the USA in the premium vehicle division of Toyota Motor Corporation. Originating from America, it has been struggling to establish itself in Europe where the luxury car market is dominated by the German brands - Audi, BMW and Mercedes-Benz (commonly referred to as the G3). With a combined market share of 80.6% (MMS Europe, 2012) they have...

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