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Lexus Smacks Back At Audi In New Television Ads

Agent009 submitted on 10/17/2007 Official AutoSpies Timestamp: 12:48 PM
from: www.brandweek.com

[71] user comments | category: Misc News

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Lexus Smacks Back At Audi In New Television Ads

Lexus gives its newest version of the GS 460 sedan a lighter image in two broadcast spots that break this week.

“Etiquette” breaks today on cable and is scheduled to run in primetime Tuesday during ABC’s Boston Legal.

Set to a soaring operatic aria, the spot features the car doing doughnuts, power slides and T Turns, while narration allows that while the GS 460 can do such things, they are “beneath its dignity. And while other companies may encourage such behavior, we believe that just because you can do something it doesn’t mean you should” The car finally comes to a skidding stop in a parallel parking space.

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daytonaviolet - 10/17/2007 1:00:52 PM

-1 Boost

Considering that Lexus is concerned about there customer base dying off, maybe they shouldn't be so stuffy

reply to this comment

IamEvilHomer - 10/17/2007 1:14:24 PM

-2 Boost

it sounds dumb
I can hear it now... (in a stuffy voice)
"At Lexus we are to old to so we have the car do it for us"

"At lexus we point out features in our cars that most others have and act like they are only in our car"

"At lexus if we talk like this you will tink we are a luxury car and buy us because you don't know any better"

I worked at A VW store and we owned the Lexus store next to us. The customers were all about 60-98. It must be hard to do lease retention when your customers are all dead

IamEvilHomer - 10/17/2007 1:15:47 PM

-7 Boost

and how is this a smak? "We could but we shouldn't" Is that funny? I guess I get it?

The good news is that Lexus is thinking about Audi.

Agent009 - 10/17/2007 2:20:04 PMView My AgentSpace

+3 Boost

That is a good point. Lexus found it important enough to target Audi over the other guys. Why?

M35MT - 10/17/2007 2:24:42 PMView My AgentSpace

+3 Boost

Because Audi targeted them to start?

answer - 10/17/2007 2:26:11 PMView My AgentSpace

+5 Boost

This ad is a direct response to an Audi ad which poked fun at the auto-park feature of the LS.

Thus Audi is targeted here.

Give and take.

IamEvilHomer - 10/17/2007 3:22:01 PM

0 Boost

that is great

i love the hottie comment from the Lexus "we run rings around Audi" sounds like the comments before Rome fell (not to mention audi destroys Lexus in sales and every other point)

M35MT - 10/17/2007 4:00:11 PMView My AgentSpace

+8 Boost

To be fair, Lexus only began selling vehicles outside the US in the last couple years. Audi has been here...how long? 30 Years? More? And they trail everyone.

I'd rather drive an Audi than a Lexus. But Lexus is kicking Audi's a** in the US.

Lemantech - 10/17/2007 4:41:14 PM

+1 Boost

an eye for an eye makes the whole world blind

S4cabriofoxone - 10/17/2007 4:52:23 PMView My AgentSpace

-5 Boost

"“Yes, we were thinking about Audi,” said Gavin Lester, creative director at Team One. “Lexus runs rings around Audi, which is why we did ‘Doughnut’ as well.”"

Yes, this pisses me off. They certainly DON'T run rings around Audi--quite the opposite. But people in the US don't know that.

answer - 10/17/2007 5:18:44 PMView My AgentSpace

+2 Boost

But isn't it fair for Lexus to say that when the ad is produced for the U.S. market and Lexus sales do surpass those of Audi?

Rupert - 10/17/2007 5:39:08 PMView My AgentSpace

+1 Boost

M35MT Lexus has been selling in Europe since 1990.

adamsaf723 - 10/17/2007 8:07:31 PM

+1 Boost

If the article is about the GS460, why is there an IS in the picture?

M35MT - 10/18/2007 8:57:52 AMView My AgentSpace

+2 Boost

"Lexus subsequently launched in the United Kingdom, Switzerland, Canada, and Australia in 1990."
-wikipedia

My mistake.

M35MT - 10/18/2007 8:59:07 AMView My AgentSpace

+1 Boost

Could not find evidence of when they started to sell in Germany, Italy or France.

EnnNorak - 10/18/2007 11:47:38 AM

0 Boost

Stuffy does not upset me, I can be even stuffier. Overpricing a product turns me off completely and Lexus has done that admirably.

DaHarder - 10/17/2007 1:04:12 PM

+6 Boost

Sounds pretty cool/funny, and at least it's not boring!

Lightheartedness in a Lexus commercial is a step in the right direction.

reply to this comment

EL34 - 10/17/2007 1:04:33 PM

-1 Boost

"New Lexus Ad Campaign To Poke Fun At Audi"

I take it Lexus are proud of their self parking aid for poor drivers!

And what next, poking fun at Consumer Reports???

reply to this comment

budfrogS4 - 10/17/2007 1:22:52 PMView My AgentSpace

+4 Boost

Why shouldn't we do doughnuts? Just because Lexus says so? Attention all IS-F, LF-A, etc owners...no doughnuts for you!

reply to this comment

enthusiastx11 - 10/17/2007 1:33:30 PM

-5 Boost

problem is the car can't do those things...it handles horribly and hard corning in this car does not inspire confidence. here's what C&D had to say about the GS450h. the GS460 is similarly powered.

"So what’s the problem? In a word, dynamics. Dismal dynamics. The GS450h’s logbook was full of praise for its smooth deportment and quiet cruising on freeway stretches. But on the Hocking Hills byways it was a different story. The total absence of feel in the electric power steering reminded one tester of an early-’80s Lincoln Town Car...The absence of steering feel made it tricky to position the Lexus for hard cornering, and its mass didn’t help, either in transient response or braking."

reply to this comment

david999 - 10/17/2007 2:00:53 PM

+1 Boost

The Lexus GS460 is a great car. You should at least go drive one and judge it for yourself. Why are you on all the Lexus threads with negative comments?

enthusiastx11 - 10/17/2007 3:50:01 PM

+1 Boost

david and rice:

i've driven the gs430 and a friend's gs450h. and i agree with car & drivers's assessment. they can say whatever they want in advertising...doesn't make it true.

enthusiastx11 - 10/17/2007 3:52:43 PM

-1 Boost

david:

because it's highly entertaining to hear all the ridiculous things the fans say in these and any thread involving a european brand. lol

enthusiastx11 - 10/17/2007 3:54:10 PM

+1 Boost

case in point david: ricemaster's comments right below yours.

bmwdrvr - 10/17/2007 1:44:03 PM

-1 Boost

i think this is pretty funny, i would have never thought Lexus would have made a comeback. what a way to tell another company you are beneath me and im better than you....pretty cocky..lol

reply to this comment

Denali - 10/17/2007 1:51:05 PM

-1 Boost

same thing i was thinking LMAO

MeanVulcan - 10/18/2007 9:04:51 AM

+1 Boost

If, as Lexus claims, Audi is beneath them, doesn't the fact that lexus is responding to them also make Lexus little?

The only reason Lexus is ahead in the luxury car sales is because they have grabbed ALL the elderly market in the US. If you were to split up the market into Pure luxury cars (Lexus is alone here) and Sporty Luxury (Audi, BMW, MB) you would see that they are different markets. Lexus has been smart in claiming that but only for the short term since their target market is 'passing on'.

I also think its a little hypocritical to say that in their commercial when they are building the IS-F and other sporty models. Unless of course the people that buy them never ever never do donuts or skids with their oh so dignified cars! - BS!

Lexus/Toyota is a company of convenience. They claim to be green with the Prius, yet they sell gas guzzlin pick up trucks. They claim to be dignified yet they're spending billions in marketing the IS-F and other high powered sports cars. The bottom line is they are only concerned with profits at the expense of FOOLING their customers. At least companies like Audi, BMW and MB are true to their image and do not lie and fool their customers.

So which (company) did they say had dignity????

bmwdrvr - 10/19/2007 7:11:37 PM

+2 Boost

what does that REDICULOUS TRIVIAL post have to do with what i said....bottom line...its comedy, its funny like said....i could care less about Lexus, or any of its cars, Audi people are really crazy and its getting old, you act as if Lexus just personally offended you, as if that GS just walked up and smacked you in the face. Its an AD a funny one at that. this is not argue about who is better than who, bottom line Lexus fan or not, they are on top in the US, and to many people AUDI isnt as prestigous as Lexus, whether or not you or I agree with that is not the point...but alot of people dont feel that AUDI is there yet. Its that whole little brother thing, Audi made noise, and Lexus patted them on the head, and sent them on their way LOL, pure comedy..im no where near a Lexus fan, but i thought it was pretty funny

answer - 10/17/2007 1:56:38 PMView My AgentSpace

+9 Boost

I think this is definative proof that Lexus can't do anything right in the eyes of a lot of autospies posters.

Here we now have people bashing....a television commercial. Wow.

The ad doesn't state that the GS is a world-class handling vehicle. (That is likely because it wasn't deigned to be one.) But the ad does accurately show that the car can do those things when pushed.

I seriously doubt the average GS driver would be able to do those things, nor would they even have a desire to do so. Likewise, most 5 series owners don't slide around corners or do full throttle take-offs on their morning commute.

A lot of you speak as though you particpate in the gumball rally while in the process of dropping your kids off at school each day.

reply to this comment

david999 - 10/17/2007 2:04:57 PM

+9 Boost

Most of the posters here don't have the resources to drive 95% of the vehicles they comment on.

DaHarder - 10/17/2007 2:06:38 PM

+7 Boost

Exactly!

Trust me with repair/replacement costs being what they are for my E46/M3, I baby that sucker as much as possible...

I'm not 'income deficient' be any measure, but I don't go 'dogging out' any of my vehicles unnecessarily (especially the M3 or 4.8is... too expensive to repair and my local dealers are pure evil!) .

Let some talk in here, they race their M5's at the tract weekly, and buy new cars yearly... all while studying for the SAT! (wink)

M53R - 10/17/2007 2:56:08 PMView My AgentSpace

-3 Boost

Just because you cant afford lets say an M5, doesnt mean everyone cant.

DaHarder - 10/17/2007 4:52:23 PM

+3 Boost

^ Sure... Whatever...

Even the wealthiest of people still appreciate value.

One doesn't remain affluent by 'pissing away' money needlessly, but why am I telling you this?

As the aforementioned obviously doesn't apply to you anyway.

bmwdrvr - 10/19/2007 7:13:50 PM

+2 Boost

i agree people are taking this way to serious, way to serious, i thought it was funny, its competition, its entertaining.

DaHarder - 10/17/2007 2:39:37 PM

-1 Boost

What's so mixed about the message?

It's clear -

Simply Because One Is Capable Of Something, Doesn't Mean That It's Appropriate To Display Said Capability At Every Given Opportunity.

Get It?

reply to this comment

M35MT - 10/17/2007 2:44:24 PMView My AgentSpace

+4 Boost

A note about criticizing Lexus over their buyers' demographic:

Lexus is the best selling luxury brand in the US, correct? People over the age of 60 tend to have more money than those who are in their 30s. The median age for the richest 1% of households is 59.

Lexus' customers wont "die off", because those who use to be 30, 40 or 50, will *shock* yes indeed one day be over 60 years old, hence, new Lexus customer!

Now, you could take this theory further saying that the influx of the baby boom population is pushing Lexus sales. (Yet the first ones just turned 60 in 2006).

If anyone in the US needs to be worried about sales it's Audi. They're trailing all the big Lux makes.

In response to the commercial, the Audi commercial made me laugh. When I see an A4 its usually driven by a prissy, stuck up girl w/ an automatic transmission...yes, you see this even more so with 3-series and the IS.

Point is, nobody is doing doughnuts with these cars. The only people doing donuts are 16 year old high school kids in Honda's in empty parking lots w/ fresh snow on the ground.

Lexus had to answer this commercial somehow. And I believe their targeted demographic will percieve it well.

Lastly, the auto park feature isnt because people cant parrallel park (even though many CANT) You all know very well its for bragging rights only.

reply to this comment

JRobUSC - 10/17/2007 4:39:55 PM

-1 Boost

M35, the richest 1% of households may have a median age of 59, but the richest 1% of households are so rich they're probably not buying many Lexus's. They're buying Rolls Royces, Bentley's, Ferrari's, Lambos, whatever. I'm sure they buy SOME Lexus models but when you have that much money, and the top 1% do, buying a Lexus is like picking up a Happy Meal at McDonalds.

Also, while you are correct, people who grow old will eventually find themselves in Lexus's age bracket, wouldn't it be smarter for Lexus to try and get some of the 30 year old people currently buying the other brands? That way instead of hoping they'll leave the brands they have been buying from 30-60 they can actually sell them cars from 30-90 themselves.

Call me crazy but that would be a smarter business model than targeting a demographic who isn't looking at your cars and hoping the rest of the population grows old enough to buy your car, selling RX's to soccer moms and ES's to old people who want a nicer Camry than the Camry's they've been driving.

S4cabriofoxone - 10/17/2007 4:59:44 PMView My AgentSpace

-2 Boost

"Lexus' customers wont "die off", because those who use to be 30, 40 or 50, will *shock* yes indeed one day be over 60 years old, hence, new Lexus customer!"

I disagree. Most of the current 30-40 year old BMW/Audi/Merc/Infiniti buyers will stay with their respective brands. They love the images these cars possess; they purposely did not choose to buy a Lexus. It's now a law that when you turn 60 you buy a Lexus.

"If anyone in the US needs to be worried about sales it's Audi. They're trailing all the big Lux makes."

Oh, please. Their Chinese, British and German sales have all exceeded the US market. I don't think it would make any impact on their global progress at all if they stayed right where they are in America-- but alas, they are gaining at around 9% a year.

M35MT - 10/18/2007 9:06:09 AMView My AgentSpace

+2 Boost

S4, its funny that you think I'm attacking Audi. (How many times have I praised the RS4?! What's your deal?!) I'm not hating on them! I was laying out facts. I hope Audi doesnt leave the US, although I would not miss VW.

JRob
I do believe Lexus wants to reach a younger demographic. However, their true niche is super-plush luxury cruisers, not sport sedans. Is there something wrong with that? No. If GM new what they were doing Cadallic would have the market share and image that Lexus has in the US today, except with American pride to go with it.

Bottom Line:
Lexus doesnt have to be, and should try to be better than BMW, Infiniti, Audi or MB when it comes to driving dynamics. They hold a strong presence in the market. They are what they are.

JRobUSC - 10/18/2007 1:02:26 PM

+1 Boost

M35 I didn't say anything about Lexus and their driving dynamics. That's a separate argument and one that has been had on here millions of times. I said it's stupid to focus solely on clients who are 60-90 years old. They may sell a ton of luxo-cruisers in the U.S. as the geriatric crowd graduates out of their Camry's and Avalon's into ES's and LS's, along with the soccer moms going nuts for the RX, but that strategy has worked miserably in the rest of the world where Lexus is an afterthought. You can't guarantee the younger crowd, who tend to favor BMW, Benz, and Audi, are going to one day switch to Lexus just because they're old now. Lexus would be smart to introduce some vehicles that stir the souls of THOSE buyers so they'll buy Lexus models younger and keep buying them as they grow older.

If Lexus could get people to stop buying their cars because they're very nice, well-built appliances and start buying them because they grew up dreaming of owning one, then they'll have accomplished something.

S4cabriofoxone - 10/18/2007 5:51:55 PMView My AgentSpace

-1 Boost

I know you're not "attacking" Audi. But where they stand right now, the US market just isn't so important to them, like it is to Lexus.

Denali - 10/17/2007 2:47:01 PM

+1 Boost

Daharder

some people is just slow on catching the point, in there eyes, they see something else...lol

reply to this comment

Luxurious - 10/17/2007 3:01:31 PM

+1 Boost

"We believe that just because you can do something, doesn’t mean you should"...that is a great expression no matter how you look at it..

reply to this comment

supermoto - 10/17/2007 3:06:20 PM

+1 Boost

What was lexus thinking? They are getting totally confused on their target market..is it geriatrics or ricers?

reply to this comment

DaHarder - 10/17/2007 3:07:36 PM

+2 Boost

Oi Vey!

LexSucks - 10/18/2007 3:06:11 PM

-2 Boost

I just boosted you

BrandonS - 10/17/2007 3:36:26 PM

+2 Boost

You're using a photo of IS for GS related article.

reply to this comment

M35MT - 10/17/2007 3:52:15 PMView My AgentSpace

0 Boost

That black IS looks better than any IS-F picture I've seen.

610looper - 10/17/2007 3:39:37 PM

+1 Boost

DaHarderDaHarder

What's so mixed about the message?

It's clear -

Simply Because One Is Capable Of Something, Doesn't Mean That It's Appropriate To Display Said Capability At Every Given Opportunity.

Get It?
-----------------------------------------------------
The Lexus ad does not say anything about "every given opportunity"

Plus, the buying demographic for an A4/S4/RS4 don't know which model Audi used in their comercial, is quite different from that of persons that would purchase a large executive vehicle that parks itself.

So why Lexus would counter Audi's ad with a GSxxx which can't park itself is lost on me, yet they advertise the GS line as a sports vehicle. "Something wicked this way comes, was the tag they used to use for the GS."

reply to this comment

DaHarder - 10/17/2007 3:58:46 PM

+1 Boost

Whatever Dude...

It's just a friggin' commercial, there are too many more relevant automotive issues to discuss, to continue this nonsensical discussion with those who apparently just don't get it.

Will_ - 10/17/2007 6:50:24 PM

+4 Boost

That's okay Audi fans. Lexus may sell more cars in a larger market than Audi, but at least Audi buyers are smarter than us! ;)

reply to this comment

S4cabriofoxone - 10/17/2007 10:16:48 PMView My AgentSpace

-3 Boost

Well, Audi sells more vehicles in the largest market of all: THE WORLD.

Will_ - 10/17/2007 11:54:19 PM

+2 Boost

Ooooh. Nice.

S4cabriofoxone - 10/18/2007 5:52:55 PMView My AgentSpace

-1 Boost

Why are you suddenly so juvenile?

Will_ - 10/18/2007 10:27:47 PM

+2 Boost

Why are you being such an old man? Maybe we should switch cars, S4...

iown1 - 10/17/2007 8:54:18 PM

+1 Boost

What this commercial doesn't do is demonstrate the usefulness of self-park, which,I believe, was the point Audi was trying to make along with showcasing the A4's abilities. Their commercial also had a disclaimer about driving responsibly. "Just because you can, doesn't mean you should." - then why an IS-F? Just because you can?

reply to this comment

MeanVulcan - 10/22/2007 1:19:31 PM

+1 Boost

IT's called Lexus marketing of convenience. They're responsible drivers when they need to put someone else down. They are 'Green' when its convenient to. But what does the IS-F stand for if not the same type of car (at least in intent) as a sporty A4 does? What does parent Toyota's gas guzzling pick-up trucks stand for if not anti-'Green'. You simply cannot be all things to everyone. If you're a green company then be it with ALL your products and processes and mentality, not just where you can get a quick profit.

MeanVulcan - 10/18/2007 8:51:22 AM

-1 Boost

Stuffy, stuffy, stuffy. Don't drive fast, turn that stereo down, SLOW DOWN!!! Maybe this suits the old Lexus crowd but certainly not the younger crowd interested in a more EXCITING lifestyle. We like our sports rough and sometimes even extreme, we like our movies exciting and dramatic, we do not enjoy bland foods, our music is loud or at least it should raise our hairs and inspire us. It is the same with the cars we like. Because we want that image on a car it doesn't mean we will drive down the street blasting the stereo, drag racing at every light like Lexus pretends to acuse Audi. If anything at all, this Lexus commercial will backfire on them. I much prefer Audi's image then old boring Lexus... and NO, I would not park my car in a skid, but YES I rather that emotional image of Audi over the old-fart image of a Lexus.

reply to this comment

autopro - 10/18/2007 11:08:50 AMView My AgentSpace

0 Boost

most of the posters on this sight can't these type of cars they have no driving skill.

reply to this comment

DaHarder - 10/18/2007 12:42:55 PM

+4 Boost

Whoa!

What does this say?

TRANSLATOR!

autopro - 10/18/2007 11:11:47 AMView My AgentSpace

0 Boost

Excuse me can't buy and can't drive only express their inability to demonstrate organized thought.It's better to be assumed the village mute than confirmed the village idiot!

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