Lexus - European Sponsorship Strategy of Colin Montgomerie

Lexus is a leading luxury car brand, and set its sponsorship objectives as to 'support Lexus distributors and their new dealer base across Europe' and 'target Lexus prospects and customers'.

Lexus – European Sponsorship Strategy of Colin Montgomerie


In 1996 Toyota Head Office confirmed the decision to separate the Toyota and Lexus brands at Retail level (dealerships) across Europe. Toyota had successfully used golf for over a decade to support customers of the more expensive models. However Toyota would now withdraw financial support from European golf activity.

Lexus Position

  • Low awareness

  • Not accepted as true luxury car

  • Low purchase consideration (only 0.4 per cent)


  • In minds of consumer no real differentiation between Lexus and Toyota brands.

Toyota World Match Play Championship

  • Decision to withdraw as Title sponsor...

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