LEXUS is a famous car manufacturing company. It is an automotive marque and, and the subsidiary of the Japanese automaker Toyota. It is famous for producing commercial and luxury vehicles. These cars are the symbol of Japanese expertise in technology and offering premium cars. The company produces a line of Lexus luxury sedans, SUVs, hybrids, performance cars, and accessories. These vehicles are dependable, fuel-efficient, environmentally-friendly, comfortable, and drive smoother than others in the market. Lexus cars a masterpiece of modern designs and maintain their resale value. It has won quality awards and tops the list for the best vehicle in its class.
This article will feature some of the great achievements of the company in the automobile industry. It will also highlight marketing, advertising, different models, a brief history and, future vision of the brand. The discussion will try to justify why it is one of the top notch car producing companies in the world.
HISTORICAL BACKGROUND OF LEXUS
Lexus was founded on September 01st, 1989. Based in Nagoya, Japan, the company introduced its first car the Lexus LS 400 in January 1989 at the North American International Auto Show in Detroit. It involved 24 engineering teams, 2,300 technicians,220 support workers,60 designers, 1,400 engineers, and approximately 450 prototypes. It incurred a cost of $1 billion. The car had a new 4.0 L V8 gasoline engine and rear-wheel drive with a design that shared no major elements with previous Toyota vehicles. The car was praised for its engine performance, exclusive design, quietness, fuel economy, and value outperforming six-cylinder Mercedes-Benz and BMW models.
Introduced LS 400 and ES 250 sedans in the U.S in 1990 and exported them to the United Kingdom, Switzerland, Canada, and Australia.
Launched its first sports car, the SC 400 in 1991.
Successfully launched ES 300 sedan in the same year.
Introduced the mid-size GS 300 sports sedan in 1993 and initiating a certified pre-owned program, aiming to improve trade-in model values.
Debuted the first sport utility vehicle, the LX 450 in 1996.
Introduced the first luxury-branded crossover SUV, the RX 300 in 1998.
Expanded its business in Latin American country Brazil in 1998.
Added IS model to its name by introducing this series in 1999.
MODERN EVOLUTION OF LEXUS
Continuing its legacy of constantly introducing new models in its first decade of operation, the company introduced several innovations and efficient features in its current models. It also introduced state-of the art technology and designs that became the brand identity for the company. It also took several initiatives for dominating the automobile industry and expanded its operations across the globe. Some of its prime success stories include:
The launch of IS 300 in North America in July 2000.
Introducing SC 430 and a redesigned ES 300 in 2001.
In 2002, it marked the debut of GX 470 mid-size SUV.
In 2003, it launched the second generation RX 330.
It introduced RX 400h-the first luxury-branded production hybrid SUV in 2004 combining Toyota’s Hybrid Synergy Drive system having gasoline and electric motors.
It separated from Toyota as an organizational entity in 2005 and expanded its operations in China, Europe, Australia, Malaysia, South Africa, and the Middle East market.
In 2006, the company came up with the GS 450h, a V6 hybrid performance sedan, and launched the fourth generation LS line, The fifth-generation ES 350 also was launched in the same year.
Formed its first F marque performance division in 2007 with an aim of producing racing-inspired versions of its performance models. It launched IS F at the 2007 North American International Auto Show and came up with a concept car, the LF-A in the same year.
The company launched HS 250h, the RX 450h, and RX 400h, in 2009.
It also intrdouced a hatchback model in 2010 named CT 200h.
In January 2012, it marked the debut of GS series with GS 350, GS 450h, and GS 250 variants.
It introduced a five seater crossover Turbocharger in 2014.
It also announced to launch a two-door variant of the LC 500h, a V6 hybrid variant in 2016.
The company came up with a plan to revamp the limousine version of the third-generation Alphard in 2019. It also announced its plans to launch its first all-battery electric vehicle in 2020. The company also continued to expand its operations in many developing economies of the world.
MARKETING STRATEGY OF LEXUS
Lexus promotes its brand mostly by using celebrities in its advertising campaigns. Since it inspires its customers by its leading edge of tech-innovation, rolled out driven by intuition, it has come up with the most viable marketing campaigns in the automobile industry. It has integrated both digital and traditional marketing for its marketing campaigns. The company is approximately spending more than $100 million annually on its different marketing campaigns.
MARKETING MIX OF LEXUS
A company’s marketing mix refers to the strategies and tactics applied to execute the marketing plan, with a focus on products, place, promotion, and price (the 4Ps). These 4 P’s of Lexus are discussed below:
The company offers a wide range of cars with different models. Over the years, it has constantly introduced different models for its customers with exclusive designs and innovations. These include Sedans, SUVs, Coupe, Hybrids, F Performance.
It charges high price for its vehicles.
The company uses a number of retailers and dealership outlets for the distribution of its cars and other vehicles across the world. The company has a strong network in 70 countries worldwide with 170 sales outlets.
The company uses digital and social media for its promotional campaigns. It also hosts charity events every year. It has also sponsored many sports events like Grand Slam from 2005 to 2009, Golf Association U.S Open, U.S Women’s Open, U.S Senior Open, and U.S Amateur tournaments. The company has also partnered with Hollywood movies to feature its cars in many scenes.
Many celebrities are also seen using Lexus cars. Some of them include:
SWOT ANALYSIS OF LEXUS
The company before carrying out these campaigns uses SWOT analysis to make its products successful. SWOT analysis of Lexus includes:
- The label of Toyota.
- Use of advanced Japanese technologies.
- A wide range of stylish cars.
- Strong Portfolio.
- Less penetration into developing economies.
- Tough Competition.
- Use of socil media and online marketing for its products is not upto its brand’s image.
- Can choose developing and emerging economies for its products.
- Can diversify by making auto parts.
- Use of Japanese technology to make electric cars in the future.
- Many automobile companies can enter into the et due to low market barriers.
- Legislation in certain countries for protecting their local automobile industry.
- Electric cars are believed to be the alternative to existing luxury car models.
- Increasing fuel costs.
- Trade wars between leading economies.
- Ongoing recession after Pandemic of COVID-19.
BUSINESS MODEL OF LEXUS
It is one of the most recognized and luxury automobile manufacturing companies in the world. The company rolls out the different range of vehicles, SUVs, coupes, sports cars, as well as luxury sedans. It generates revenue from these vehicles. Its business model is based on the principles of innovation, durability, class, luxury, and producing different models of the cars keeping an eye on the future.
CURRENT BRAND IDENTITY
The company is famous for its prime models of cars. With a vision to create the world’s finest luxury car, it manufactures its different car models combining speed, safety, comfort, and elegance, the Lexus story began in 1983 with a vision to shape overwhelming customer’s experience.
Lexus has a saturated and simple refined logo. It is a stylish “L” having a circle with a steel gray finish. This emblem was finalized in the summer of 1987 and revealed in 1988.
Founded: September 01st, 1989.
Headquarters: Nagoya, Japan
Revenue: US$18,534m in 2020 (expected as per the company)
Lexus has reshaped the automobile industry with its maneuverability and sleek designs. It produces cars that deliver peaceful and comfortable rides. Many of its models have earned a massive reputation for its brand image. It has not limited itself to only one model of a car. Rather, it has constantly produced one of the finest models of cars that have challenged its competitors.
The future vision of the company suggests that it is ready to cope with any challenges and is stepping up by revealing its future plans to launch electric cars as an answer to rising fuel prices. In addition, it has also improved and made massive changes to its designs that give its products the premium features of luxury and stylish outlook. No doubt, it is one of the most famous car company in the world at present.