Lexus: Brand Profile

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Lexus is the luxury car brand within the Toyota portfolio. The Lexus range was originally invented for the North American market, in order to create a more effective competitor for imported European models such as BMW and Mercedes. As a result of its success there, the brand was extended into Europe in the 1990s and finally arrived in Japan in 2005. Other countries have followed suit, but North America remains the most significant market by far for Lexus. However, after more than a decade as the best-selling luxury automobile in the US, Lexus was overtaken by BMW and Mercedes in 2011 and it has as yet been unable to reassert its lead, despite four straight years as the single most dependable new car in the US, according to JD Power's benchmark annual study.

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Who are the competitors of Lexus? See Cars Sector index for other companies

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. 

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 17th Dec 2015: Ads of the Week "The Life RX". It's Jude Law, back in the high life again, and this time for Lexus, with not a Johnnie Walker bottle in sight. CHI & Partners and star director Adam Berg have come up with a charming little gag here. We swear we've seen it before, and not just in Ferris Bueller, but never executed so well. Perhaps we were too distracted by Jude Law's glittering aura to notice the twist until the closing frames, so we'll tell you now you need to pay attention to exactly who is driving. Yes, dear viewer, it is you.

Adbrands Weekly Update 6th Aug 2015: Ads of the Week "Hoverboard". Life imitates art 30 years after the event as a result of lavish funding from carmaker Lexus. As this new film from CHI & Partners demonstrates, Back To The Future's wild dream of a hoverboard is actually technically feasible. Just quite hard to get used to. No trickery - this is real. Find out how it was done in the Behind The Scenes film on our Facebook page. Now, where is my copy of Grays Sports Almanac for 2016? I have to get down to the betting shop...

Adbrands Weekly Update 3rd Jul 2014: Ads of the Week "Strobe". CHI London's latest for Lexus is a striking blend of light sculpture and performance art, using live performers in LED suits, strung out across the Kuala Lumpur skyline. The end result is stunning, but the technical complexity that sits behind the ad is truly extraordinary, involving massive engineering rigs to suspend the performers and cutting edge computerised lighting design. See two additional films explaining how it was done on our Facebook page.

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