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Lexus TV Spots Leave Customers Behind


Apparently the big brains at Lexus are bored with ‘the pursuit of perfection’ and the brand’s stable customer base.

Bad move.

Lexus has had a long TV presence during the NFL season. This year appears to be no exception.

What has changed is the direction of the Lexus TV spots. They’ve gone weird. Going for high style, freaky-looking models and fast-cut production Lexus is in serious danger of losing its target audience and current customers.

Lexus has lost its top selling slot in the luxury vehicle market (as of July 2013) to BMW’s 3-Series. Mercedes continues to be a threat, while Acura, Cadillac and Audi swirl around in the top 10 of the category.

Lexus is making a big mistake with these ads. The highly styled and produced spots make the marketing department feel bold but the brands’ customers feel alienated. Bad move.

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