No longer passionate? (Slogan Change)
#3
#6
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#7
I've seen different varations of the slogan from time to time... including "Pursuing Perfection".
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#8
"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.
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.
#10
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
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
#11
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.
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.
#13
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!
#14
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.