I noticed with the new ads it is now just "The Pursuit of Perfection".....

I liked relentless and passionate.....

 

Hmmm they always seem to switch back and forth on that. Lexus HQ still sports "The Passionate Pursuit of Perfection" plate frames on their cars. I still rock the same frame on my car.

 

It's always been just that for Lexus in countries like UK . . . & it has never been switched from relentless to passionate in Canada.

 

So Canada still uses relentless?
USA has 3 versions? (I guess time will tell will they drop passionate)
I wonder what is said in Japan?

 

Actually Canada is now using "the pursuit of pefection" on it's website, but I've never seen them use "passionate" in place of "relentless". . .

 

Gotcha

http://www.lexus.ca/lexus/experience...4&fp=index

 

Lexus USA and Lexus Canada definitely have different marketing teams. I guess it's necessary to have slogan changes for the US in order to keep up with the changes and trends as this was the birthplace for Lexus.

I've seen different varations of the slogan from time to time... including "Pursuing Perfection".

 

"Your Lexus Dealer. Pursuing Perfection."

I am of the belief that "Passionate" is out, even though the current 2007 brochures have them. "The Pursuit of Perfection" is all over Europe, in Oceania, Canada, and elsewhere. I think this realignment will make the same Lexus slogan uniform across all markets.

With the new LS campaign, "The Pursuit of Perfection" was featured for the first time in magazine ads, AFAIK. The Lexus Circle-L logo is now highlighted without the Lexus tags, similar to how the GS/IS/ES show things in the rear.

Also when I was at Taste of Lexus, IIRC the inner sticker on a vehicle had "The Pursuit of Perfection" when previously it was "Passionate" and before that "Relentless."

IMO "Relentless" is best but "The Pursuit of Perfection" is great too.

 

For me, I identify more with relentless, but I guess the marketing research showed passionate must have worked better.

 

THE PURSUIT OF PERFECTION
LA POURSUITE DE LA PERFECTION
DAS STREBEN NACH VOLLENDUNG
V TOUZE PO DOKONALOSTI
BUSCA DA PERFEIÇÃO
EN BUSCA DE LA PERFECCION
완벽 추구

The Lexus worldwide websites are finally following a similar format.

http://www.lexus.co.uk/pursuit_perfection/index.asp
http://www.lexus.fr/pursuit_perfection/index.asp
http://www.lexus.com.kw/
http://www.lexus.com.au/
http://nl.lexus.be/
http://www.lexus.cz/pursuit_perfection/index.asp
http://www.lexus.pt/pursuit_perfection/index.asp
http://www.mundolexus.com/pursuit_perfection/index.asp
http://www.lexus.co.kr/index.asp

 

The brochure for the new flagship LS460, Lexus's pride and joy, which I picked up yesterday when I reviewed the car, says " Passionate "



And why the big deal? For the purpose that Lexus uses the term, I don't see where it makes any difference. Passionate and Relentless in this sense, means more or less the same thing.

Like, for example, Mercedes-Benz could say either the Passionate or Relentless Pursuit of electrical problems.

 

"If not perfect, commit 切腹 Seppuku"

 

I think the change is fairly recent, and the brochures were produced a few months ago. 2008 year brochures probably will have "The Pursuit of Perfection" -- faster to say, and more bold IMO without any qualifiers--it is the pursuit of perfection, call it relentess, passionate (alliterative!), intense, seductive...what have you!

 

Okay confirmed with my Lexus Marketing direct contact...there has been no official slogan change. They said it's common to abbreviate the official "The Passionate Pursuit of Perfection" in commercial ads hence you see "The Pursuit of Perfection" or "Pursuing Perfection" and etc interchangeably.

 

Thx for the info!