Lexus is a brand that when the name is mentioned, people immediately associate it with luxury, comfort, style and innovation. And in a nutshell that is exactly what Lexus is achieving through their brand statement of "In Pursuit of Perfection."
The company was founded in 1983 as a division of Toyota - a Japanese car companies. The point of doing this was so that there would be a separate range of cars that are seen to be highly luxurious and something that is premium priced. The higher pricing was indicative of the status that comes with owning the car and so there were high expectations of the range when it was lunched. Interestingly, it was the United States market that was first introduced to Lexus and it only spread to Japan in 2005.
This late introduction in to the Japanese market was because up until 2005, Lexus was still a division of parent and founding company Toyota. In 2005 Lexus became a company separate to that of Toyota even though the company still has a large share in the Lexus organisation.
Lexus has become synonymous with luxury, comfort, style as well as a fairly hefty price tag. The competitors that Lexus goes up against are companies BMW and Mercedes Benz. Whilst these are well established automobile manufacturers and have been around for a long time, Lexus has made a significant foot print in the automobile market and is in fact a keen competitor of both of these highly successful brands.
Lexus cars include sports utility vehicles, coupes, convertibles and sedans. So there is a choice for everyone. If you want to get a beach buggy though, then this is definitely not the brand for you.
Other than this, Lexus adds real value by ensuring that they offer great customer service and that all of their cars provide the highest standards of reliability. The success of this strategy is in evidence by the fact that the company has received a vote as the Most Reliable Brand no less than fourteen times. When you consider the fact that the United States is one of the markets that has such a lot of competition and consumers are spoilt for choice, then this is a great achievement.
Possibly the biggest draw card for a person who is looking for a new car to be interested in a Lexus is the ingenuity that the designers and engineers at Lexus have in terms of the hybrid models. In a time when people are worried about the environment and everyone wants to go green and yet still have the convenience of a car, Lexus developed their hybrid models.
One might not think about the cost efficiency of a Lexus but this is true when one considers that the hybrid models are made in such a way that they make use of fuel more efficiently than normal. This is because they are able to run off both fuel and electrical power. As a result of this there are many people who want to buy the car that has become known as an environmentally friendly brand.
So despite its young age, the Lexus brand continues to gain in prominence and is a serious threat to the more established manufacturers. They have to be careful that the company does not reach the end of its perfection pursuit, before they are able to catch up.
Andy Zain is the admin of
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