Lexus Moves Out from Shadow of Parent Company Toyota

WATERTOWN, MASS. (05/24/2012)(readMedia)-- Children can often be limited in the long shadow of their parents, whether it is a dad's prominent name or a mother's success in her field. In the automotive world, Lexus is in a similar situation, carrying a reputation for value and reliability like its parent company, Toyota Motor Corp. However, thanks to a new, more aggressive approach to vehicle design and marketing, the fresh crop of models at Lexus dealerships are differentiating themselves from their forefathers and helping to position the luxury brand as more edgy and stylish.

The most prominent example of Lexus' new direction is the redesigned 2013 Lexus GS sedan, and by all accounts the move is paying off. Bearing the new face of the brand, a sleek spindle grille, the GS emerged in February with a sultry marketing campaign. Using a real racetrack designed in the shape of Sports Illustrated Swimsuit model Tori Praver, Lexus created an app that let customers virtually navigate those curves in a Lexus GS. The redesign and marketing worked, as the all-new sedan sold over 4,900 units in its first two months on the market, more than the previous GS sold in all of 2011.

"Lexus held the top spot in U.S. luxury sales for more than a decade before dropping last year after the supply issues resulting from the Japan earthquake, but they reacted in the right way," said Vincent Liuzzi, general manager of Greater Boston Lexus dealer Lexus of Watertown. "Most companies would fall back on what's comfortable in that situation, but Lexus treated it as a teachable moment. The brand is moving forward aggressively, which is exactly what it needs to do to be successful."

While the GS was the first example of Lexus' new philosophy, the Japanese automaker is extending its sportier styling to a number of upcoming vehicles. An F Sport trim for the revised 2013 Lexus RX will bring the vehicle closer to high-performance side of the crossover spectrum, while the all-new 2013 Lexus ES will feature a lower, more progressive profile and the improved handling to match. Meanwhile, a teaser video recently released by Lexus shows the redesigned 2013 Lexus LS and 2014 IS sedans sporting new spindle grilles like the other redesigned models.

Beyond its bold new designs and marketing, Lexus is also improving the way it does business at dealerships, with two new Apple Genius-like product specialists appearing on showroom floors. A Vehicle Delivery Specialist will help customers learn the ins and outs of their new vehicles, while a Vehicle Technology Specialist will provide free support and tips to customers with questions about Lexus' in-car technology.

One of the main goals of Lexus' new specialist program is to better acquaint customers with its Enform in-vehicle telematics interface. Enform features navigation and emergency assistance, and owners of 2013-model-year vehicles can sync their smartphones to access apps like Pandora internet radio, OpenTable and Yelp.

"Anyone can use Enform, but the technology is at its best when you know how to take full advantage of its capabilities," added Liuzzi. "Even the most intuitive tech requires a little instruction, and helping users learn how to pair their phones, get directions or initiate voice-activated online searches is just another way of bringing innovation to the Lexus brand."

About Lexus of Watertown:

Lexus of Watertown is a recipient of multiple Elite of Lexus awards, given annually to dealerships that showcase overall excellence. They have a wide selection of new and certified pre-owned Lexus models, in addition to an exemplary service department that keeps customers coming back. Easily accessible from MetroWest, the North Shore and the South Shore, Lexus of Watertown is just minutes off the Mass Pike between Route 128 and Route 93. For more information, visit them online at www.lexusofwatertown.com, call them at 888-227-9560, like them on Facebook at www.facebook.com/LexusWatertown, or stop by their showroom at 330 Arsenal Street in Watertown, MA.