Toyota Motor Sales, U.S.A., Inc.: The Road Is Calling campaign
BradyOVERVIEW
In 1989 Toyota Motor Sales, U.S.A., Inc., boldly placed itself in direct competition with such automakers as Bayerische Motoren Werke AG (BMW) and Mercedes Benz when it launched Lexus, a new division of near-luxury cars. A precedent was set, and fellow Japanese automakers Honda and Nissan would soon follow with their own divisions to compete in the lucrative over-$35,000 car market. Among the Lexus lines, the ES proved immensely popular, providing for approximately 50 percent of all Lexus sales by 1996. Hoping to increase sales for the...