The "Event" = Cheapening Lexus
Lexus Test Driver
Joined: Dec 2006
Posts: 822
Likes: 1
From: CA
I'm happy with my car. I paid less for it than what I was ultimately prepared to pay, and got it at the time that I needed it. I didn't buy an entry luxury $40K car to impress people. I hope if I ever needed the car to impress, the people I'm impressing aren't the type that would think a $40K Lexus is... impressive...
With that said, I see the OPs point about it being a relatively new direction for the Lexus marketing department to take the brand. Time will tell if it's more important to move IS and RX units now or capture the higher end prestige LS owners later. It's not clear what's the right strategy. My satisfaction with my IS will likely lead me to purchase another Lexus when it's time to upgrade. However, the fewer but richer LS owners out there might decide to move to BMW and MB due to prestige dilution, thinking the IS and RX are for their kids.
I think the issue is this. You are a marketing executive with Lexus/Toyota USA. Your bonus and job security is based on how you do THIS year and next, as there's no guarantee that the boys in Japan will decide to keep you or bring in their son-in-law from Japan in 5 years. How long-term can you really plan if you're just the mid-upper level marketing exec? Might as well sell the cars now and see what happens once the economy improves and you get a larger budget to go after all segments again.
With that said, I see the OPs point about it being a relatively new direction for the Lexus marketing department to take the brand. Time will tell if it's more important to move IS and RX units now or capture the higher end prestige LS owners later. It's not clear what's the right strategy. My satisfaction with my IS will likely lead me to purchase another Lexus when it's time to upgrade. However, the fewer but richer LS owners out there might decide to move to BMW and MB due to prestige dilution, thinking the IS and RX are for their kids.
I think the issue is this. You are a marketing executive with Lexus/Toyota USA. Your bonus and job security is based on how you do THIS year and next, as there's no guarantee that the boys in Japan will decide to keep you or bring in their son-in-law from Japan in 5 years. How long-term can you really plan if you're just the mid-upper level marketing exec? Might as well sell the cars now and see what happens once the economy improves and you get a larger budget to go after all segments again.
Lexus Test Driver
Joined: Dec 2007
Posts: 1,276
Likes: 0
From: CA
Lexus Test Driver
Joined: Jul 2008
Posts: 1,269
Likes: 2
From: Philly, Yes Philly is a state!!
^^IS the bottom line^^
Is it just me or is how Lexus is marketing themselves these days really cheapening the image of Lexus. Not to be an elitist but one of the things I like about driving a Lexus is the word that they use to describe themselves all the time... it gives the impression of "prestige". But, if you look at their latest commercials they show masses going to the dealerships and driving off with Lexus vehicles. Seems to me to cheapen the image and now I just have the same car that everyone else does.
I still love my car... but the class of people who typically drive luxury cars don't want to be a part of the "masses" Lexus!!
(Then again, BMW and Mercedes have done the same thing to their image as well... ugh. I guess it is a sign of out times when everyone buys things they can't afford these days.)
I still love my car... but the class of people who typically drive luxury cars don't want to be a part of the "masses" Lexus!!
(Then again, BMW and Mercedes have done the same thing to their image as well... ugh. I guess it is a sign of out times when everyone buys things they can't afford these days.)
But.......i do understand where your comin from. I drive an LS and i dont see 5 LS's everyday, and i like it like that! The day that i see 5,6, or 7 LS's in one day or in one parking lot i'll buy somethin else. I just like to be different. Just my 2 1/2 cents...
Lead Lap
Joined: Jan 2004
Posts: 654
Likes: 0
From: California
I have to agree with the OP, advertising "events" with cut rate financing definitely cheapens the image that Toyota created for its luxury line of cars and trucks. Too bad they don't sell themselves. The fact is that the "events" effect the real world sale prices, resale values and, ultimately perceived "value" less than how desperate the dealer is to sell. At the end of the day, Toyota wants to move units, not be a boutique manufacturer.
Last edited by CRB; Aug 25, 2008 at 12:04 PM.
Pole Position
Joined: Jun 2006
Posts: 316
Likes: 0
From: MI
If you see too many IS's in your area it only means that its a HOTTTT car! people got good taste just like you. Mod it if u want it to look different. Im glad theres barely any IS's in my area.
Lexus Test Driver
Joined: Dec 2007
Posts: 1,276
Likes: 0
From: CA
I think cheesy advertising is understandable, even for Lexus. I think the name Lexus has earned its respect from the quality of their cars, and that cannot be taken away by "Tonawonda Earl's Lexus Blow-Out Weekend" commercial or any other "Clearance" advertisement. I think its all in good fun when these go on air.
Which brings me to that new Toyota Matrix commercial that was playing in Canada, dubbed "Potentialmatic", please check it out at www.potentialmatic.ca
This is so un-Toyota, a classic parody of "80's shopping-channel' stuff! LOL
The best part is when he says, "I'm doin' it!!" ROTFLMAO
Anyways, as for the IS, I don't think there is a Toyota-equivalent at the moment because it was an Altezza, which came out to battle the European sedans. It does sorta look like a Corolla on crack though.
Which brings me to that new Toyota Matrix commercial that was playing in Canada, dubbed "Potentialmatic", please check it out at www.potentialmatic.ca
This is so un-Toyota, a classic parody of "80's shopping-channel' stuff! LOL
The best part is when he says, "I'm doin' it!!" ROTFLMAOAnyways, as for the IS, I don't think there is a Toyota-equivalent at the moment because it was an Altezza, which came out to battle the European sedans. It does sorta look like a Corolla on crack though.
Pole Position
Joined: Oct 2007
Posts: 374
Likes: 0
From: KY
I don't even know what an event is. Since they don't have sales, and since any car costs the best price you can negotiate, they are meaningless to me. Just a chance to advertise their cars, which they need to do. Since I DVR past so many commercials, all I remember is the December to Remember event. I called them on it once and heard them say you could get a special lease deal, that's it, and if that's your thing, you may wait around for one.
Lexus Champion
Joined: Jul 2008
Posts: 2,485
Likes: 0
From: Park Ridge IL
a litle bit off topic but read the last paragraph
http://www.worldcarfans.com/9080321....r-the-japanese
http://www.worldcarfans.com/9080321....r-the-japanese
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