Jun 24

Lexus Makes Big ‘Move’ to Regain Crown

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Forget about perfection. These days Lexus is locked in a relentless pursuit of BMW and Mercedes-Benz to win back its crown as the top U.S. seller of luxury cars.

Due to months-long production delays caused by the Japanese earthquake and tsunami of 2011, Lexus lost its luxury-sales title after an 11-year run, from 2000 to 2010. Toyota’s luxury division fell to No. 3 behind BMW and Mercedes in 2011-2012.

Lexus is pushing to regain some forward momentum this summer with the launch of its 2014 IS model. To win the younger luxury-car buyers who prefer its German rivals, Lexus is using more aggressive ads from agency Team One. “You can choose to blend in. Or you can choose to blend out,” says one TV spot for the all-new 2014 IS. “It’s your move.”

Continue reading at AdAge.com

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