US Lexus marketing style to go global

16 February 2004: Lexus is to export the marketing strategy it used so successfully in the US to Europe, and perhaps to its expanding global ambition.

All markets will probably use a localised version of the 'Passionate Pursuit of Perfection' slogan, along with a unified branding of showrooms and iconography.

It may even happen that distribution of the brand will be separated from that of its parent company Toyota, in order to enhance its luxury theme.

The US is the best Lexus market, with almost 260,000 units sold last year. In Europe, just 18,318 vehicles were sold, far short of the company's medium-term target of 50,000.

Of the total, 837 were flagship model LS430, 1,418 were GS300/430, and 8,074 were IS200/300. Their big winner is the RX300 SUV, with a 45 per cent increase to 7,380.

In market terms, the UK was substantially the biggest European seller, with around half of all Western Europe sales.

©2004 irishcar.com