To Woo Wealthy, Lexus Attempts Image Makeover Team Ramrod

Building A New Image For years Lexus has pitched its cars as the practical alternative to European luxury brands like Mercedes and BMW. Now Lexus is trying to become a brand that is closely associated with Lois Vuitton, Prada, and Gucci. Lexus is trying to enter the market of the ultra-rich.

Prestige Luxury Lexus plans on introducing a new line of vehicles that cost more than $70,000. These vehicles will be part of their new “Prestige Luxury” line. The new Lexus LS V8 Hybrid, is one of the first vehicles for this line.

Super Affluent Team Lexus created assembled a team of employees to travel the country and ask the ultra-rich what they want in their vehicles. They found out very important information that helped Lexus shape their new line of vehicles. Also gave them information on how to make their company better all around.

Affluent Team’s Findings Lexus wasn’t on the shopping list for the high-end buyer. Lexus had a somewhat nerdy image. Lexus needed to appeal to women more than they did. Lexus needed to throw better launch parties for it’s new model cars. Focus car lines more on excitement and performance than safety.

Owning Fleets Lexus research found that ultra rich own fleets of cars Very high turnover rate Complementary daily driver cars for the ultra rich

LS600h Daily driver for the ultra rich Hybrid electric luxury sedan 12 cylinder engine Price > 100,000

Exclusive Privileges Lexus tripled the number of events it holds 182 of Lexus's 221 dealers had elaborate parties Many cost over $100,000 Test Drive Program Hollywood Moguls

Quality of Service LF-A concept car Super-luxury car buyers and owners expect a high quality of service Lexus created four new “brand-experience manager” positions to answer and guide dealers To attract more men to the brand, Lexus plans to launch a high-performance series in 2008 similar to the Mercedes AMG-series and BMW M-series Later this year, Lexus will announce its “super-Lexus,” a car with over 500 horsepower.

Loyal To The End

Newport California Dealership $ 75 Million

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