Lexus – Lexus LS460

Lexus was only the fifth strongest player in the Canadian luxury car market (behind BMW, Mercedes, Volvo, and Acura), and while its flagship Lexus LS was perceived to be a high-quality car, it was also seen as conservative and dull.
Agency: Dentsu Canada

Lexus – Lexus LS460

Bronze: Off to a Good Start

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): January 2007-June 2007Start of Advertising/Communication Effort: Jan. 2006 (brand) and Oct. 2006 (LS460)Base Period for Comparison: January 2005-December 2006

The Lexus LS was introduced as the flagship when the Lexus brand came to North America in 1991. It was re-launched once in 1999 (in automotive parlance, a vehicle is “re-launched” when it is substantially redesigned). A model re-launch does not sneak up on you – typically there are running prototypes a year in advance and work on...

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