From golf to gamers: Lexus goes in search of younger buyers

Luxury car brand Lexus is shifting its focus towards millennials, whom it expects to be the largest buyer of its vehicles in the near future; it’s a move which has entailed a reappraisal of its media mix. 

What it means

• Investment in TV has been reduced while that in platforms such as TikTok and Instagram has increased.
• The nature of its video work has changed: the latest more resembles a music video than a traditional ad. 
• Money is being directed away from the usual luxury sporting play of golf and into e-sports: it has built a one-off car especially for gamers and sponsors e-sports organization 100 Thieves. 

Key quote

“At most 2% of the people we talk to are in-market [to buy a car] at any given time … so the majority of our advertising frankly is planting a seed for the future and telling the story of our brand and why you should consider our brand” – Vinay Shahani, Marketing VP, Lexus, told AdAge.

Sourced from Ad Age