The new G3: How Lexus shifted perceptions around its “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 – Germany’s top luxury automakers, Audi, BMW and Mercedes-Benz. As a challenger brand, Lexus’ task was momentous. It needed to establish credibility against brands that had a deep history and heritage, and a very loyal customer base. Many doubted Lexus’ ability to succeed. But the brand had a clear focus – to create the finest...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands