Lexus Distances Itself from Toyota
05-07-12, 07:12 PM
#17
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05-07-12, 09:11 PM
#18
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It is marketing that makes people aware of not only product but aspire to be a part of a brand image. If DeBeers, Cartier, even Zales didn't market diamonds the way they do, people wouldn't be suckered into paying fortunes for sparkly compressed coal
But product matters too. Ultimately you have to walk the walk, not just talk (market). Sometimes great marketing is hindered by lousy product and sometimes great product is hindered by lousy marketing.
05-08-12, 12:41 AM
#20
Pole Position
Maybe The Ultimate Driving Machine
Nimble, balanced, precise, and quick, the GS is a (retired) BMW cloaked in Lexus steel. At 3834 pounds, the GS is the lightest of the four and it feels it -- turn-in is sharp and accurate, and weight transfer, whether lateral or longitudinal, is neutral and composed. The Lexus proved the most entertaining, rewarding, and confidence-inspiring up, down, and along our demanding Malibu road loop. Ultimate driving machine? Oh, yeah.
Lieberman: "Great steering. Balanced, communicative, properly weighted. Just a joy to drive. Neutral without being leaden. Very Mazda-like, in fact. And I say all this having driven the car in Sport instead of Sport Plus." Evans: "This is a Lexus? Really impressed with the handling and confidence in the car. Holds the road much better than expected. Can really fling it at the corners." Martinez: "The Sport Plus algorithm allows for a proper testing of its grip thresholds, and on the loop's tight technical zigzags, it was just right. Only once did any traction control light flash, and, unlike the Infiniti, shifts were clean, fast, and when you wanted them. Also unlike the Infiniti: The Lexus felt way smaller than it was. Like, really smaller."
[FYI, The Lexus GS beat the previous Ultimate Driving Machine, the BMW 5 series into second place.]
LINK : MotorTrend's Midsize Luxury Comparison : Lexus GS vs BMW 5 series vs Infiniti M37S vs Audi A6
05-08-12, 01:09 AM
#21
Lexus Test Driver
I think a lot of luxury car buyers use their car to personify their image. Nothing wrong with that. If that's what's important to the person, let the car work for them. If they wanted to be frugal or conservative, they could have bought a Corolla.
Regarding the original post, I don't look at a BMW as a luxury car. It appears more like a sporting sedan than anything else. IMO, Lexus has always had posher interiors than the German makes.
Regarding the original post, I don't look at a BMW as a luxury car. It appears more like a sporting sedan than anything else. IMO, Lexus has always had posher interiors than the German makes.
05-08-12, 05:57 AM
#23
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another marketing assessment fail here.
It is marketing that makes people aware of not only product but aspire to be a part of a brand image. If DeBeers, Cartier, even Zales didn't market diamonds the way they do, people wouldn't be suckered into paying fortunes for sparkly compressed coal
But product matters too. Ultimately you have to walk the walk, not just talk (market). Sometimes great marketing is hindered by lousy product and sometimes great product is hindered by lousy marketing.
It is marketing that makes people aware of not only product but aspire to be a part of a brand image. If DeBeers, Cartier, even Zales didn't market diamonds the way they do, people wouldn't be suckered into paying fortunes for sparkly compressed coal
But product matters too. Ultimately you have to walk the walk, not just talk (market). Sometimes great marketing is hindered by lousy product and sometimes great product is hindered by lousy marketing.
Which is not contradictory to what I said. Of course marketing reinforces brand image.
I work with branding everyday as it's what my company does.
05-08-12, 07:21 AM
#24
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I think customers have had more to do with elevating these brands to status symbols than any marketing effort. The marketing is simply projecting an image appropriate to expectations.
05-08-12, 07:37 AM
#25
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Today, branding takes a different path. We're in an age of brand creating rather than brand building. Many of our clients come to us and they don't even know who they are or what they stand for. They want us to figure it out for them so that can be communicated to the public. It's almost like "make us a good brand". I think in the case of BMW and Mercedes the customer had a big hand in defining who and what those brands are. The marketing responded by reinforcing the image the customer already has... the brand expectation.
05-08-12, 08:47 AM
#26
Lexus Fanatic
05-08-12, 11:48 PM
#27
Lexus has been done right for a while. I was quite impressed with who they sponsored and how they've sponsored people in the past.
It was great back in 2008 when I drove to the Orange County Fair, and my money wasn't taken by the parking attendants, because all Lexus drivers parked free (courtesy of Lexus sponsorship).
Another difference is in marketing and public perception:
Lexus had commercials featuring classical music, classy settings, and the narration of James Sloyan. Public perception: pure class. Mimicked Mercedes marketing.
Acura commercials tried to pound the "hey! we're luxury and different!" message, but were too technical.
As opposed to Acura doing almost nothing to differentiate themselves from Honda and becoming simply another Honda model....and right now, Hondas look better than Acuras. The current Acuras have been looking quite monkey butt ugly since 2007ish?
My current issue with Lexus has been the downgraded service quality from the dealerships.
It was great back in 2008 when I drove to the Orange County Fair, and my money wasn't taken by the parking attendants, because all Lexus drivers parked free (courtesy of Lexus sponsorship).
Another difference is in marketing and public perception:
Lexus had commercials featuring classical music, classy settings, and the narration of James Sloyan. Public perception: pure class. Mimicked Mercedes marketing.
Acura commercials tried to pound the "hey! we're luxury and different!" message, but were too technical.
As opposed to Acura doing almost nothing to differentiate themselves from Honda and becoming simply another Honda model....and right now, Hondas look better than Acuras. The current Acuras have been looking quite monkey butt ugly since 2007ish?
My current issue with Lexus has been the downgraded service quality from the dealerships.
Last edited by dadoody; 05-08-12 at 11:57 PM.
05-09-12, 05:32 AM
#29
The ZR1 is a beast that performs.The problem it has it's the interior which is typical GM plastic and the seats were always a complaint.
Top Gear
Quality
"The reason the ZR-1 'Vette is cheap is because it shares a dash and some other bits with the lesser versions, so it just doesn't feel as special as it could. But then again it all works, and the technology is there (the car is mostly carbonfibre), so rest assured that the car has the quality - it just might not be on show. "
Last edited by Joeb427; 05-09-12 at 05:36 AM.
05-09-12, 11:02 AM
#30
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Not ZR1 fast.
The ZR1 is a beast that performs.The problem it has it's the interior which is typical GM plastic and the seats were always a complaint.
Top Gear
Quality
"The reason the ZR-1 'Vette is cheap is because it shares a dash and some other bits with the lesser versions, so it just doesn't feel as special as it could. But then again it all works, and the technology is there (the car is mostly carbonfibre), so rest assured that the car has the quality - it just might not be on show. "
The ZR1 is a beast that performs.The problem it has it's the interior which is typical GM plastic and the seats were always a complaint.
Top Gear
Quality
"The reason the ZR-1 'Vette is cheap is because it shares a dash and some other bits with the lesser versions, so it just doesn't feel as special as it could. But then again it all works, and the technology is there (the car is mostly carbonfibre), so rest assured that the car has the quality - it just might not be on show. "