New Lexus Slogan
Thread Starter
Lead Lap
Joined: Dec 2005
Posts: 4,428
Likes: 10
From: NC
New Lexus Slogan
Trademarks: Lexus Slogan Change in the Future?
If recent trademark filings are any indication, Toyota may be considering a slogan change for its Lexus brand. From 1989 to 1999, "The Relentless Pursuit of Perfection" was the luxury automaker's primary tag line. In 2000, that changed to "The Passionate Pursuit of Perfection." Two weeks ago, Toyota registered "The Passionate Pursuit of Potential" and "The Pursuit of Potential." Could a new tag line for one of Japan's most prestigious brand be in the works? Earlier this year, we accurately identified Cadillac's "Life. Liberty. And the Pursuit" slogan. We also found Saturn's "Like Always. Like Never Before." Will Lexus be hit number three?
Lead Lap
Joined: Jul 2003
Posts: 719
Likes: 0
From: Torrance, California
Relentless was the best. Potential doesn't sound right, that will never fly.
Potential implies that the product can be good, but it's not the best. Potential is very open ended like "can be", "maybe", "should be".
That catch phrase potentially damaging.
Potential implies that the product can be good, but it's not the best. Potential is very open ended like "can be", "maybe", "should be".
That catch phrase potentially damaging.
Lexus Champion
Joined: Mar 2005
Posts: 8,695
Likes: 2
From: CA
Lexus = PERFECTION, they should not change that!
I think 'Pursuit of Potential' might work for a potential AMG/M line or something. Or perhaps its an offshoot, for a specific ad campaign.
Just like how Lexus newspaper ads use the tagline:
"Your Lexus Dealer. Pursuing Perfection."
I think 'Pursuit of Potential' might work for a potential AMG/M line or something. Or perhaps its an offshoot, for a specific ad campaign.
Just like how Lexus newspaper ads use the tagline:
"Your Lexus Dealer. Pursuing Perfection."
Pole Position
Joined: Jul 2001
Posts: 2,222
Likes: 3
From: CA
Swapping "perfection" for "potential" is a huge mistake, IMO.
Saturn's new tagline is horrible, too. They had it right with "A different kind of car. A different kind of company." It's too bad both were accurate for only about three model years...
Saturn's new tagline is horrible, too. They had it right with "A different kind of car. A different kind of company." It's too bad both were accurate for only about three model years...
Trending Topics
Lexus Champion
Joined: Jan 2004
Posts: 2,068
Likes: 1
From: California
The new slogan sounds really lame. "Potential" always sounds half-assed in almost every sentence I've ever heard.
"That kid's got potential." Translation: He's good, but needs to try a little harder.
"That car's got potential." Translation: It's not looking to good right now, but with a lot more work, it could run okay.
"That kid's got potential." Translation: He's good, but needs to try a little harder.
"That car's got potential." Translation: It's not looking to good right now, but with a lot more work, it could run okay.
ClubLexus Stories
Celebrating Lexus & Toyota from Around the Globe
Top 10 Most Confusing Things Lexus Has Ever Done!
Joe Kucinski
2026 Lexus ES Review: Lexus Re-Embraces Founding Principles
Michael S. Palmer
10 Lexus Bargains That are Cheaper Than a New Toyota RAV4
Joe Kucinski
8 Weirdest Things Lexus Has Ever Built
Verdad Gallardo
10 Lexus Designs That Have Aged Like Fine Wine
Verdad Gallardo
8 Tips for Improving Your Hybrid or Plug-in Hybrid's Efficiency!
Michael S. Palmer
10 Best Lexus Models No One Remembers
Joe Kucinski
TRD Off-Road Premium: Best 2026 4Runner, Except This One Thing
Michael S. Palmer
Top 10 Lexus & Toyotas to Drive Before You Die!
Joe Kucinski
Lexus Connoisseur
Joined: Mar 2001
Posts: 19,894
Likes: 608
From: USA
I think those taglines are just hints about what's to come. How credible do you think is that source of where that quote was taken from? All auto-tabloid websites will do anything to stir up attention. 
Lexus Fanatic
Joined: May 2003
Posts: 7,864
Likes: 0
From: Massachusetts
I think their angle on this slogan would be that Lexus is the full potential of what an automobile can be. Or it's pursuing the ultimate potential of the automobile.
However, most won't interpret it like that.
However, most won't interpret it like that.
