Ever since the first LS400 sedan launched in late 1989, Lexus has promoted their commitment to quality and craftsmanship. Under the slogan "the relentless pursuit of perfection," famous Lexus commercials have featured everything from a ball bearing smoothly rolling along their flagship's uniform cut lines to a current LS460 parallel parking itself between two stacks of champagne glasses. Now the automaker is taking its message a step further, with new ads highlighting the extreme attention to detail the company gives to its cars.


Tentatively called "beyond the pursuit," the campaign will feature four new television commercials, as well as interactive kiosks installed at dealerships. Designed to attract European luxury car owners who may be dissatisfied with their vehicles' declining quality, the spots show different instances of the steps Lexus takes to ensure the quality of its products. One visits the automaker's engine plant, which has the same clean-room standards of a paint shop, while another highlights the fact that each car's interior trim all comes from the same sheet of wood. The dealership kiosks will continue this theme, and salespeople will be trained to make them part of the automaker's sales pitch.

Lexus' vice president of marketing Dave Nordstrom explains that the ad campaign was created because "there are so many great things we are doing behind the scenes," and they wanted to show how the company goes above and beyond its competition to ensure a quality product. Showing how, for example, it uses CT scanning equipment to help build engines, Lexus hopes to entice buyers by proving that their attention to detail goes beyond champagne glasses and ball bearings to the actual assembly process. Of course, giving drivers a free hot lap in the new IS F probably wouldn't hurt, either. The TV spots will debut on May 23rd and run through late June.



Source: Automotive News (Subscription required)