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| LEXUS LUXURY: BOLD, NEW, CONTEMPORARY.. October 12, 2006 |
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| (TORONTO) - What is a perfect moment? That is a question for which each Canadian will have a unique answer. But regardless of what that answer is, Lexus is committed to providing Canadians with more perfect moments than any other luxury auto manufacturer in the world. Driving a Lexus is not about owning a luxury automobile: It's about capturing experiences of contemporary luxury - the perfect moments' in our lives, explained Stuart Payne, Director for Lexus in Canada. The Lexus experience brings those perfect moments to life - in frequent, pleasant and surprising ways. That's the message behind the new Lexus marketing strategy and advertising campaign in Canada, the first phase of which was launched this week. The new strategy builds upon the very popular Moments television advertising campaign to explain Lexus's meaningful, differentiating and inspiring value proposition to potential owners and drivers. Using an updated Moments' TV spot as our foundation, this is our chance to go broader and deeper with our message by incorporating secondary media such as newspaper, magazine and online, Payne pointed out. The new marketing campaign expands on our Pursue the Moment' message to provide more depth, clarity and meaning to our brand positioning. Going forward, we will also use advertising to explain how our unique L-finesse design language contributes to these perfect moments', and describe how this philosophy is put into practice on every Lexus we build. The new campaign is being rolled out in advance of the all-new 2007 Lexus LS 460 and long-wheelbase LS 460L, which arrives in dealers' showrooms in November. Some elements of this campaign can be viewed at www.ls460.ca. The much-anticipated LS 460 is the flagship vehicle in the Lexus line-up, Payne continued. The LS series is the vehicle most closely associated with the Lexus name, so it is important that this signature vehicle sets the direction for the entire line-up on all levels. This includes not only vehicle features and advanced technologies, but also the marketing strategy. Pricing for the all-new, redesigned LS 460 - featuring a new 4.6-litre V8 engine with an impressive 380 horsepower, the world's first eight-speed automatic transmission and Lexus' state-of-the-art Vehicle Dynamics Integrated Management system, among others - starts well below the competition at $86,400 for the standard wheelbase model. The longer wheelbase model, which is further equipped with a hard-drive based navigation system with back-up camera, Bluetooth® capability and a host of other luxury amenities, starts at $98,700. |
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