1. To Woo Wealthy, Lexus Attempts Image Makeover
Team Ramrod

2. 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.

3. 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.

4. 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.

5. 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.

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

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

8. 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

9. 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.

10. Loyal To The End

11. Newport California Dealership $ 75 Million

12. Any Questions?