The new G3: How Lexus shifted perceptions around it’s “boomer” brand to become a favorite for a younger generation

Looks at how Lexus – a luxury auto brand that traditionally has been attractive to boomers – has started to connect with younger generations.

This article is part of the July 2022 WARC Spotlight US series, “Consumers drive automotive toward change.” Read more

Thirty-five years ago, in 1987, Japanese auto maker Toyota launched a luxury car brand in America that it believed could take on the G3...