LexFather

encore888

They're also changing their slogan from 'Drive Beautiful' to:

'The New Class Of World Class'

While perhaps the first was a bit too short, I think the second one sounds a bit too redundant/alliterative.

gengar

lol, good luck with that!

GiantsFan

iTrader: (9)

this just shows that lexus has set the bar high, and everyone is trying to catch up.

Why get something that is like a lexus, when you can just have a lexus?

(remember that camry commercial? lol)

kitlz

And their point? Note to ad agency, Lexus dropped relentless. Try again (not!).

CDNROCKIES

I'm not entirely sure that Buick and Audi are right in targeting Lexus directly in their ads.

Isn't this indirectly free advertising for Lexus that works in their favor?

TripleL

Good for them! Its as good an idea as any. Although for some reason I don't like the way the word PURSUE looks/sounds.

LexFather

I do think it is clever but EPIC FAIL on using the OLD Lexus tagline.

mmarshall

We'll find out if it's a fail or not when we see and drive it. I certainly plan to review it, and I hope you will, too.

mmarshall

That's what I'm afraid of. Past Buicks DID drive beautifully, if it was comfort you wanted. Of course, like I just told Mike above, I'll reserve judgement on the new one for the review.

encore888

On a related note, Kia has been running ads for the Forte where they also riff on a number of automotive brand touchpoints, and specifically state:

http://www.youtube.com/watch?v=uFZYA...eature=related

0:18 "We weren't the first to pursue perfection...and obsess over every last detail."

and they show the Sistine Chapel!

Lately there have been quite a few ads which have referenced Lexus either directly or obliquely, I could pretty easily come up with a list of recent ones...

LexFather

Its funny how Lexus is bashed on forums, targeted and beat up in ads and they don't say a word and continue to win award after award and sell more and more.

Makes me really like being a Lexus owner......The true and original "Darkside".

kitlz

Me too. Proud owner since 98! To the other car companies, bring it on

Dave600hL

I don't understand the ad at all, I really am scratching my head right now.

I don't see how "relentlessly pursuing" sub par quality is going to work for Lexus, what exactly are they trying to sell?

mmarshall

Let's be honest here. Today's Lexus products are probably not as solidly built as those of the 1990's and the early years after 2000, but they are STILL far from junk, and they still are found in the upper reaches of most quality and customer-satisfaction surveys. Quality-wise, in the premium/upmarket class, I would still choose a Lexus product over most other brands. Having said that, though, I DID find the present-generation ES350 disappointing, for a number of reasons.