	Agent009 "If everything seems under control, you're just not going fast enough."
	View My AgentSpace

Why Is Lexus Banking on Ceremony Rather Than Substance To Sell Cars in Japan?

Agent009 submitted on 07/10/2007 Official AutoSpies Timestamp: 9:40 AM
from: online.wsj.com

[124] user comments | category: Misc News

Print this Page |

Digg It |

del.icio.us

Why Is Lexus Banking on Ceremony Rather Than Substance To Sell Cars in Japan?

Kengo Kubo, a sales consultant who sells Lexus cars in Tokyo, has a special way of opening a car door. He points with all five fingers to the handle, right hand followed by left. Then, he gracefully opens the door with both hands, in the same way Japanese samurais in the 14th century would have opened a sliding screen door.

"The most important thing is to make the motion look beautiful," says Mr. Kubo, standing in a gleaming Lexus show room with live orchids growing out of trickling waterfalls.

The screen-door technique is part of an unusual tactic under way in Japan's luxury-car wars. No. 1 car maker Toyota, behind in the luxury market, wants to fight back by plunging deep into the world of ancient Japanese hospitality traditions.

At Lexus showrooms, sales consultants lean five to 10 degrees forward and assume a warrior's "waiting position" when a customer is looking at a car. When serving customers coffee or tea, employees must kneel on the floor with both feet together and both knees on the ground. The coffee cup must never make a noise when it is placed on the table.

Toyota controls nearly 45% of Japan's passenger-car market, but it is overshadowed by European brands when it comes to luxury cars. Japan's two market leaders, BMW and DaimlerChrysler AG's Mercedes Benz, together sold nearly four times the number of cars as Lexus did in Japan last year, according to CSM Worldwide, an auto-industry consulting firm.

Read Article

Comments:

Images hosted in your AgentSpace can now be posted in the comments section using the following syntax (case matters):
[img]IMAGE URL[/img]
Example: [img]http://agent004.myautospies.com/users/150/Sample-Gallery/sample1.JPG[/img]

Dave - 7/10/2007 10:06:41 AM

+14 Boost

the main reason why Lexus has not sold well in Japan is because they have been selling the vehicles as Toyotas for such a long. Other than price, there was no name brand separation for (prestige oriented customers) between a Toyota Corolla and say, a Toyota Windom(the Lexus ES). Yes, Lexus has stepped up and redesigned most of their lineup to try to give distinction to the Lexus brand. But it will take time to change the perception of customer's minds. BMW and Mercedes don't suffer from this problem because they don't offer a lower end name lineup like the Japanese do.
Hopefully Infiniti and Acura see the results with Lexus and adapt accordingly when they eventually try to sell in Japan. The current Acura RL is the Honda Legend in Japan. You can't just slap an Acura RL badge on the Honda Legend and expect to sell it as an Acura in Japan hoping to attract brand name oriented customers. The entire lineup needs to be revamped with distinctive styling before the new brand name is introduced so customers can't connect the upmarket brand with the lower end brand.

reply to this comment

Agent009 - 7/10/2007 10:18:32 AMView My AgentSpace

+8 Boost

You are correct that is why I think they are resorting to more ceremony to sell the cars.

I would like to think the Japanese consumer is more savvy than this, and will see the ceremony for what it is. A slick marketing campaign.

truecarlover - 7/10/2007 6:33:21 PM

+6 Boost

You are correct. The Lexus name was only created for the U.S. Outside of the states the RX330 is the Toyota Harrier and the bigger SUV's are the Toyota Prado (I know because my relatives in Jamaica own them). You were right about the Acura RL/Honda Legend - likewise the TSX is the Accord overseas. What I don't agree with is that the vehicles need to be overhauled. The Japanese apparently just aren't excited about Lexus because they know the name was created for America. These people are not stupid. People in other nations don't mind driving expensive Honda's and Toyota's - only Americans have a problem with it. Apparently people outside of N. America - when it comes to luxury - just like the Europeans better - plain and simple.

gsh23 - 7/10/2007 10:20:01 AM

-10 Boost

with the advent of culture came such innovations as seppuku, modernly humourized through the tamagotchi where the virtual animal dies after failing to hold hostage the soul of its purchaser. And like most evil-bred sentinals of C++ and plastic, with the exception of the iphone, of course, the need for innovations in social life destroying tactics has evolved to using hand gestures designed to draw attention to the real agenda. its like when the bell boy gives a litte cough after bringing your one piece of baggage that you actually wanted to carry yourself, knowing that in the end you'd have to pay the buck or risk having all your shit stolen the next morning. the salesmen who serve you coffe while in a sitting position you first saw in a porno are quite captivating. this should be the red flag to proceed with caution. sitting on that smooth leather may end up with you getting jacked into matrix.

reply to this comment

gsh23 - 7/10/2007 11:21:26 AM

-2 Boost

dont hate on my satirical prose

enthusiastx11 - 7/12/2007 1:35:00 PM

0 Boost

ah, yes, we've forgotten how much smarter you lexus buyers are. always reading consumer reports and obsessed with reliability. as long as it's a value, you'll buy it!

enthusiastx11 - 7/13/2007 12:40:38 PM

+1 Boost

i'm not saying what you should be interested in.

personally, i'm interested in great handling with no tradeoff in composed ride, innovative styling and a car that makes me smile as i accelerate into corners. and if a cup holder happens to break, big deal.

markusck - 7/10/2007 10:35:47 AM

0 Boost

This is exactly what Lexus USA is doing except with cultural sensitivity for Japan. They are creating a brand from nothing..they have no real history, no technology innovations (except...wait for it...self parking), no design flair, so they resort to creating an image based on Japanese history that has nothing to do with Lexus or L-Finesse..begging customers to buy cars by kneeling on the floor, opening doors like a samurai (that must look so ridiculous), and quietly serving tea..why do people fall for this crap...again this is why I don't like the brand, not the products themselves really, just the phony, over the top pretentiousness

reply to this comment

Agent009 - 7/10/2007 12:08:37 PMView My AgentSpace

+1 Boost

This is true. My neighbor has had their GX470 in the dealership 3 times in the last year.

All she can say is how she got manicures and lattes while she was there. Funny how the treatment she received totally offset the fact had to go in for repairs. Too bad JD Power doesn't take that into consideration.

enthusiastx11 - 7/10/2007 12:59:43 PM

+3 Boost

lexus was built on superior sales and service in the states. it's what they're known for in addition to reliability.

Agent009 - 7/10/2007 1:38:50 PMView My AgentSpace

-4 Boost

06GS300 - LOL BMW might do that in Boswana

Agent009 - 7/10/2007 4:00:08 PMView My AgentSpace

0 Boost

06GS300 - Now that IS service!

nybimmer - 7/10/2007 4:39:08 PM

+5 Boost

06GS300 - that is hysterical. I live in NYC and if BMW of Manhattan had condos; they'd sell out in a day.

In NYC, BMW will pick up your car out of your garage (by flatbed in most cases even if it runs) take it in for service and deliver it back to your garage in time for you to use it on the weekends (most people in NY only use their car on the weekends).

That's how they get around the issues people have with their cars - people just pick up the phone and its taken care of.

Since all BMW service is 'free' (though we all know its built into the list price of the car - hence the cheapo interiors on some recent Bimmers) New Yorkers don't notice how unsuitable the Bimmers are for daily transportation.

david989 - 7/10/2007 12:04:52 PM

-10 Boost

You're an idiot. Lexus is the best.

reply to this comment

BentleyGT - 7/10/2007 12:11:13 PM

+6 Boost

That makes so much sense formula 1, you said everything that I was going to say.

reply to this comment

markusck - 7/10/2007 12:48:21 PM

+6 Boost

Nail on the head F1..

reply to this comment

enthusiastx11 - 7/10/2007 1:01:48 PM

+5 Boost

bingo. lexus buyers are the scariest of badge obsessed buyers. they're literally paying for the logo.

reply to this comment

BentleyGT - 7/10/2007 6:08:53 PM

-2 Boost

Oh LexusAdmirer or should I say ToyotaAdmirer, what are we going to do with you, you're completely brainwashed lol. Your head is so wraped up in your ass, pull ot out and get some fresh air because your typing flyshit. Just face the fact that Lexus has always been a rebadged Toyota, there is no other way around. You really should listen to Formula1.

reply to this comment

DarkOneForce - 7/11/2007 1:55:39 PM

0 Boost

formula 1 you are indeed right.

Ofcourse, I should add specific factors, such as a much better adaptation to market needs. Think diesels, AWD models, wagons and such.

reply to this comment

enthusiastx11 - 7/10/2007 1:11:32 PM

+2 Boost

buy a stripped down 3-series and what do you have: the same thing every BMW has...great handling, recognizable styling (like it or not) and fun to drive factor. luxuries are nice but it's not why people buy BMWs. if it were, we'd all just buy a lexus ES because it's cheaper and has softer leather.

reply to this comment

answer - 7/10/2007 1:12:20 PMView My AgentSpace

+4 Boost

And as we all know, Europeans are so much better than Americans.

Hell, now we don't even know what a luxury car is!

reply to this comment

Bill - 7/10/2007 1:26:22 PM

+2 Boost

Mr. Carwimmer's point was, Answer, that the perceptions of what makes a luxury car are different across the ponds.

In Europe, the badge defines a luxury car. A stripped down BMW 318i is still a BMW for example. It handles nicely but is weaker and not as nicely optioned as say a 335i. Some people want performance and gadgets and can afford a 335i, so they go for one. Some people, who can afford a 335i, might prefer to be conservative and humble as they don't need all the fancy gizmos and the raw performance, they go for a 318i.

In America, the consumer perceives a luxury to be how well a car is equipped and perhaps what kind of features it has. Lexus has been well received because they also load their cars with a lot of technology - many of which you might not need, but that doesn't matter since the consumer perceives it to be the defining feature of what makes a luxury car.

In Europe, people seem to be aware of their needs. Someone who lives in the city but does not drive a lot might find an E200 Kompressor more appealing than an E550. Europeans also look at the practical side. In America, using the same scenario, we'd never even consider an E200 Kompressor because we associate luxury with performance. Even if we live in the city, experience traffic jams and such, we still feel the need to go for cars with performance potential instead of doing the smart thing and getting a weaker model that will offer better fuel economy. Tell me, why buy an E550 over an E200 Kompressor if you live in the city? There are speedlimits within the urban environment, so the E550s performance won't get you anywhere - except searching for the next gas station earlier than if you were riding in an E200 Kompressor.

I have an S550, and if I could, I'd trade it in for an S330 CDI if they were sold here. I don't the 388-horsepower this car offers from my drive to work and back. I could very well make use of the much superior fuel economy of the S320 CDI.

reply to this comment

answer - 7/10/2007 1:36:46 PMView My AgentSpace

+4 Boost

See. I already understand all of that. Of course different peoples have different viewpoints.

The thing is this. Why is it that the European mindset towards a luxury car brand is viewed as the accurate one?

I know that each country (hell, each community) has its own views on what defines something. I just don't like how people here continually state things which imply the U.S. marketplace as a bunch of ignorant car buyers.

Like your comment that Europeans are "more aware of their needs". That is a pretty biased thing to say.

reply to this comment

Rupert - 7/10/2007 1:47:02 PMView My AgentSpace

+6 Boost

Bill - why not write to Mercedes and ask for smaller engines/diesels?
I'm guessing you're Merc's target consumer, and they always want this kind of information. Ask for an S350/320cdi, you never know, next facelift they could bring it...

And Bill, you are completely right. Live in the city, or just do highway? Why bother with 5.5 litres when 3.5 or even 3 will suffice in the S class. Performance isn't taken as a given for a luxury car in Europe, it can be a luxury car with a 4 cylinder. Fuel prices obviously encourage this sort of thinking, and since even base models are plenty quick enough now (7.5 seconds to 60 in an S class is hardly slow), the majority of people think "why bother?", and spend the change on lots of options. There's a 25000 dollar difference in price between the S320cdi and S550 in Britain, that's a lot, enough for plenty of options and even a holiday.

Quick side note - the LS600h in Britain has just been priced at 81000 pounds, with the massaging reclining chair costing over 5000 pounds. This prices it ABOVE both the 760li and A8L 6.0.
And for those of you who still don't believe me over its 0-62 time, here it is again:
There are two versions of the LS600h, both of which use a five-litre V8 engine and an electric motor to provide the unusual pairing of high performance (0-62mph in 6.3 seconds) and - in the circumstances - impressive fuel economy (30.4mpg on the combined cycle).
And that time is quoted everywhere, from Autotrader to the Telegraph Driving section.

reply to this comment

Rupert - 7/10/2007 1:50:32 PMView My AgentSpace

+4 Boost

answer: I would say Europeans are more aware of their needs.
The best selling car in the US is the F-series pick-up, a big, fuel hungry truck.
In Europe, the Ford Focus, a small, fuel efficient car.

Do all these Americans "need" a V8 pick-up? I think the Europeans are right on this one.

reply to this comment

Agent009 - 7/10/2007 1:51:48 PMView My AgentSpace

+4 Boost

Bill- You said what a lot of people need to hear.

The typical American buyer is not aware of their own needs when compared to a European buyer.

That alone explains why you can sell a "Silk Purse" made out of a cows ear to the Americans. Many don't know what they are buying in the first place much less the details of the item.

reply to this comment

Agent009 - 7/10/2007 1:54:49 PMView My AgentSpace

+4 Boost

Rupert- The sad thing is that most of those F-Series trucks never leave the pavement or haul anything bought by the original owner.

We have a million of them here in Texas, and most NEVER are used for the design purposes period. Simply bought "just in case" they ever needed to haul something.

reply to this comment

answer - 7/10/2007 1:59:11 PMView My AgentSpace

-4 Boost

Thanks agent009!

I always thought you were a biased ass. Now I know for sure.

And as for the pickup truck thing, a lot of those trucks are bought and used for commercial reasons.

reply to this comment

Bill - 7/10/2007 2:03:48 PM

+1 Boost

@ Answer

I wasn't forcing the notion that the European concept of luxury is correct. 43LE made a comment about something he didn't understand: stripper European luxury cars. I explained why this is so, mainly.

reply to this comment

Bill - 7/10/2007 2:09:24 PM

+1 Boost

@ Rupert

Thank you for your insights and information regarding the subject.

I don't think Mercedes sees a market for an S-Class diesel in the United States as of yet. They might be testing the market with that 4-cylinder diesel hybrid, but other than that people in the S-Class segment are probably less environmentally conscious than say a consumer in the E-Class segment.

reply to this comment

Bill - 7/10/2007 2:10:16 PM

0 Boost

@ Agent009

Thank you.

reply to this comment

Agent009 - 7/10/2007 4:03:35 PMView My AgentSpace

0 Boost

Answer- last time I looked over 60% of pickup truck sales nationwide are to consumers not for commercial use.

That is a lot of people out there buying a vehicle that may or may not use it for it original purpose.

reply to this comment

answer - 7/10/2007 5:09:49 PMView My AgentSpace

+4 Boost

Based upon your numbers:

Removing the 40% of trucks sold for commercial use (as you say), the domestic truck market is no longer the largest segment of U.S. sales.

Additionally, what makes you think those remaining 60% of trucks rarely/never see actual "work duty"?

reply to this comment

Agent009 - 7/11/2007 8:33:17 AMView My AgentSpace

-1 Boost

answer- to think the majority of F-150's are used for work is a stretch. Most serious work will be more probably F250 and F350 series.

You may want to sit back and look at the perspective of where I am. Texas always leads the truck sales, so we see a ton of them down here. They are a statement to many, and necessity to some. To give an idea I did a quick unscientific survey of 10 people in the office today. 7 had a truck (yep 70% 5 women and 5 men).

So I asked why a truck?

1 – We live on a ranch
1- I haul things all of the time
1 – An avid hunter and they haul his dogs (F-350 crew cab diesel)
7- I like trucks.

So there are a variety of reasons to own a truck, but most do it by choice not by needs.

reply to this comment

Agent009 - 7/11/2007 8:35:26 AMView My AgentSpace

+1 Boost

answer- whoops I forgot this. I bet if you did the quick check of New Yorkers you would find a totally different attitude.

Oh Yes- The main reason the people surveyed liked the trucks? They sit sit higher and they can see over traffic.

reply to this comment

enthusiastx11 - 7/13/2007 12:42:44 PM

0 Boost

well then, you must be the average buyer of an ES: a 60-year old woman who lives in the suburbs.

reply to this comment

rg12345 - 7/10/2007 11:17:56 AM

-3 Boost

Who cares about their motives? Lexus is just not good enough when compared to the MB and BMW on their own ground. What can I say? To bad? I think they have the same position everywhere, for now. But the plenty of cash dropped into advertising make them sell good. Other than that, I still have huge problems calling a Toyota a Lexus and vice versa, from more than 300feet.

reply to this comment

markusck - 7/10/2007 12:16:29 PM

+5 Boost

In Germany, Mercedes does the same thing...Shultz Ubbermeier, a retired war vet who guarded prisoners of war at stalag 13, now a salesman in Berlin for Mercedes, waits for customers wearing leaderhosen holding a beer stein, when asked a question about the car, Shultz replies "I know nothing, NOTHING!"

Lexus, what are you doing to yourself? Just sit back and stop trying so hard to be something you are not (yet), wait for it, give it some time, let your products speak for themselves, let your designers and engineers have a seat at the grownups table with marketing.. stop with the Paris Hilton type of fame (becoming famous by being seen in the right place, partying, driving drunk), you need to earn your wings not buy them...

reply to this comment

enthusiastx11 - 7/10/2007 1:08:38 PM

+1 Boost

but that's what lexus has always done...'try to be something they're not.' they claim to beat mercedes on innovation and safety. they claim to outperform BMW. they think they are superior to infiniti.

in a nutshell, they try to be all things to all people. and in the end, they should stand on what they are good at: reliability and excellent sales and service. so applying this successful US strategy to japan makes sense.

enthusiastx11 - 7/10/2007 1:03:07 PM

0 Boost

to answer the question in the title:

because the products can't stand on their own merits. people need more reasons to pay the premium for lexus.

reply to this comment

answer - 7/10/2007 1:14:26 PMView My AgentSpace

-2 Boost

You know what.

I'm starting to think you are actually just that stupid.

enthusiastx11 - 7/10/2007 6:50:37 PM

-1 Boost

please explain why someone would rationally pay more for a lexus ES when it has the same powertrain, chassis and look as a camry. the camry is a deal.

Will_ - 7/11/2007 7:09:27 AM

+1 Boost

It does not have the same look of a Camry, nor does it have the same attention to detail, luxury-oriented features, nor does it have the same badge.

Asking why anyone would buy an ES over a Camry is basically asking why anyone buys any luxury car over an economy/family car. Why would anyone buy a 3-Series over a Mazda 3? The Mazda is definitely a steal in this regard.

enthusiastx11 - 7/11/2007 10:02:19 PM

+1 Boost

because a 3-series and a mazda have precisely nothing in common.

an ES is easily mistaken for a camry in looks, has the same engine, the same platform, and many of the same features. oh...but that lexus badge makes it worth it.

JRobUSC - 7/12/2007 2:45:41 PM

+1 Boost

Will, I agree with you -- the Mazda3 really IS a steal for what it offers, and you could ask why anyone buys a Volvo S40 over a Mazda3 when they share a chassis and over 40% of their parts. Neither of them have anything to do with a BMW however. Conversely the new Camry V6, when decked out, is practically indistinguishable from an ES350 unless you work for Lexus (which you do) or own one (which you might). And that isn't a knock on the ES, it's a statement about how nice the Camry is. Frankly I'm not sure why anyone who isn't just buying a badge would buy the ES, about the only thing you're missing is air conditioned seats.

Agent009 - 7/10/2007 3:50:35 PMView My AgentSpace

-1 Boost

Thanks for the Kudos...LOL

I guess the truth hurts. Lexus has said in the past they have to reach out in this market because the merit of their current offerings were not enough to gain traction in their home market.

reply to this comment

Agent009 - 7/10/2007 4:06:23 PMView My AgentSpace

0 Boost

XeroK00L- Lexus does exceptionally well in only in one market, last time I looked.

Please name another market they dominate.

reply to this comment

Bill - 7/10/2007 7:45:37 PM

-4 Boost

The Taiwanese luxury market is so small, hardly worth mentioning. I don't think BMW and Mercedes sell many cars in this particular market. If Lexus comes along and offers a cheaper alternative, no doubt they'll more. Simple economics.

And how does Lexus sell more cars in Japan "than BMW and Mercedes combined"? I smell BS.

Your link doesn't work.

reply to this comment

ErichHartmann - 7/10/2007 2:48:16 PM

+2 Boost

As a German, I am offended by this. What does the past have to do with a car from Germany today? People like you are a disgrace.

reply to this comment

Agent009 - 7/10/2007 4:15:14 PMView My AgentSpace

-1 Boost

Actually I own several cars and only one is German, but none are American, so you guess where they are from?

reply to this comment

Agent009 - 7/10/2007 3:57:42 PMView My AgentSpace

+1 Boost

I have have been known by many names any many titles.

But at least you cared enough to title me..

I am feeling the love right now.....

reply to this comment

enthusiastx11 - 7/10/2007 6:53:22 PM

-3 Boost

it is sad that feeling of racial superiority exist. don't forget that the japanese believe their race to be divine. hmmm....

reply to this comment

Bill - 7/10/2007 7:42:48 PM

-1 Boost

The seeds for World War II were planted at the end of World War I, when the Allies imposed harsh and unrealistic penalties on the Germans and betrayed Japan of her promised colonies (that formerly belonged to the Germans) in the Pacific (as well as Italy).

I don't see why we're talking about World War II in this thread all of a sudden. If car talk all of a sudden comes down to where a car is made, then some people need some serious help here...

reply to this comment

Bill - 7/10/2007 7:43:14 PM

-3 Boost

enthusiastx11 - 7/11/2007 10:07:48 PM

0 Boost

xero:

apparently you need a history lesson. germany has spend the last 70 years apologizing, paying for and professing tremendous guilt for the atrocities of WWII. the japanese, on the other hand, have done no such thing. earlier this year (yes, in 2007) the japanese prime minister even went so far as to deny the existence of the hundreds of thousands of 'comfort women' (i.e. sex slaves) that were used by the japanese army. they've also denied any wrongdoing for their atrocities in manchuria (millions died). so please don't compare the two unless you learn a bit more about history and current events.

reply to this comment

xj13 - 7/11/2007 12:17:02 AM

-1 Boost

Sport, Thanks, great insight into japans new right.

PS
Just for the record, Benz is King.

reply to this comment

Lexus - 7/11/2007 1:08:05 AM

0 Boost

Benz is King, said who? you? what a retard, if you mean king of electronic problem than I agree;)

Why don't you do everyone here a favor and go back to playing with your hotwheel ;)

Czelinski - 7/11/2007 5:10:36 AM

-3 Boost

You're right Sport, these Lexus fanboys just don't appreciate good heritage, design and vehicles. Advertising tells the idiots that Lexus are the best, therefore they must be.

Also, as you pointed out. Someone said "king of electrical problems"...hmm, that really isn't too much of an issue considering MB still sell incredibly well on name alone. Believe me, if Lexus had these problems they just WOULDN'T sell because the only reason they currently sell is due to people wanting a hassle free luxury car, not like you get anything like performance or good styling with them. Oh yeah, and did i say sell? Outside of the U.S.A Lexus really don't sell well, because they're pretty much Toyotas to us, and always will be...but maybe some good advertising can change that ;). Worked in the states.

reply to this comment

Will_ - 7/11/2007 7:06:03 AM

+3 Boost

Lexus has already sold twice as many vehicles in China for the first half of 2007 than they did in all of 2006. The LS has been met with much intro success everywhere it's been introduced.

It isn't the marketing that tells people Lexus "are the best," it's word of mouth from people who actually own Lexus products that spread the word that these products are exceptional. Lexus can afford to market because of their success in the largest cash-rich market in the world. German haters need not apply.

reply to this comment

Agent009 - 7/11/2007 8:36:34 AMView My AgentSpace

-3 Boost

No one doubts that Lexus can sell the LS460. It is marketing that is the question.

Will_ - 7/11/2007 9:43:07 AM

+2 Boost

Marketing has never been a Lexus "question" before has it? What question is there besides the one I'm asking? Lexus has great marketing. Period!

Why must everyone use that simple fact to enforce one-track opinions about the brand? Every time there is an article about Lexus and marketing, everyone jumps on the bandwagon to proclaim that Lexus only has marketing to fall back on. Say that if you will, but stop implying that the brand has no 'substance.' Lexus has plenty of substance, no matter which way any of you try to avoid and deflect opinion otherwise.

As far as this, 'ceremony' is a big aspect of Asian culture, as even the most ignorant people in the world would somewhat agree with. And from a business standpoint, when you can tap into a big cultural aspect to sell your product, what is the big deal? Oh that's right, Lexus is doing it, and not BMW.

david999 - 7/11/2007 9:54:30 AM

0 Boost

What is wrong with the way Lexus markets their vehicles? Good word of mouth from customers, as Will pointed out, is the best marketing tool anybody can have.

reply to this comment

Dessy - 7/11/2007 11:55:46 AM

+1 Boost

"Agent009 your ignorance and prejudice are so downright disgusting and laughable, it makes Hitler look like a saint.

Lexus "banking on ceremony rather than substance"? How about some substance for your head before you made up such a moronic title? Much like your precious European Holy Lands, Japan, too, has something the rest of the world would call "culture", "tradition" and "heritage". It is called respect. It is called the core values of Bushido, the Samurai spirit, to follow the most stringent disciplines, to take words and commitment with the most seriousness. To Toyota, cars endowed with Lexus badges represent the highest form of such philosophy. As such, they deserve to be treated highest degree of Japan's traditional values, from manufacturering to sales and service. Everything. If you had ever been to Japan you would've known. Clerks at department stores bow at 90 degrees to greet you. Closed-mouth smiles with the humblest body forms. All that.

To not respect that and call it "banking on ceremony rather than substance" is ignorance at its finest. Please try to grow some brain, 009."

This post above by XeroKool is the most sensible thing anyone has said on this entire topic. Having been to Japan and experienced the service everywhere you go, with the sense of occasion and tradition, i can see why Toyota would want to apply it to their service at Lexus dealers. i think it is a great thing which sets Lexus apart and gives Japanese buyiers a special experience which is proud of their heritage and also shows how proud the Japanese should be of being able to produce a car from 1989 which easily matches the quality, luxury, comfort, technology, class and refinement that other german brands have the fortunate ability to be able to bolster with 'motoring heritage'.
I think this kind of cultural reference is how lexus will go on in the future and will only make japanese buyers even more plentiful.

reply to this comment

mitchatlexusofmarin - 7/13/2007 12:34:58 PM

+3 Boost

Are you my friend Steve Dessy?

I95SPEEDINGTICKETS - 7/11/2007 12:12:06 PM

+1 Boost

Fact.
A 318i with manual seats and Cloth Upholstery is Rubbish and a complete waste of Money (It is only worth the badge on the Bonnet) and buyers only purchase them for the badge. You could get a Fully loaded 2.0TFSI Quattro VW GOLF/ A3 that drives and handles much better than the base 318i and over here in the UK more people do.

Only Fools would delude themselves about the Quality of a Lexus.

Ridiculous amouts of attention is paid to the Design & Manufacture of Lexus Vehicles and it shows (Wether it will continue now that they have to make much more vehicles we will see) do not try to tell others that Lexus Rely heavily on Marketing to sell their vehicles because you would be seen as an Idiot. All auto manufacturers use Marketing as a tool to help with Vehicle Sales, If Lexus has a better Marketing Strategy than the others then more power to them. just as they had a superior manufacturing process.

I have never seen so many Lexus IS models in the UK which tells me that they are selling very well, i could care less about the stupid sites you get your information from.

Yes Lexus has not been a major force on the international market in the past but that is because they were not really playing for that. Now that they are, in 6-10 years please return to this site and try your "Europeans are not buying lexus" Rubbish

reply to this comment

Czelinski - 7/11/2007 12:42:05 PM

-1 Boost

I must admit, i am seeing more IS vehicles in the U.K too. But I'm also seeing more Audis, C classes and 3 series...maybe econmic??? However, still no where as many IS, and i mean no where near as many 3 series and C Classes or infact A4s. And don't try and look into the future...Europeans will always buy German in most cases. Lexus WILL NOT shatter the sales of BMW, Audi and MB in their home continent. End of.

reply to this comment

I95SPEEDINGTICKETS - 7/11/2007 1:02:09 PM

0 Boost

There have always been a lot of 3-Series, C-Class & A4s in the UK & Europe
(From 2002 the 3-Series outsold the ford Mondeo which was the sales leader by far in its segment for almost 10 years prior).

What you see now is a marked increase in the amounts of IS Lexus on the road networks, also A4s which tells me that people are taking notice of the newcommer.

If Price were the deciding factor in the purchase of these vehicles the chrysler 300c would outsell every other manufacturer in its segment as it is so cheap it is competing with 328, A4, C280 territories and yet it is not even looked at.

This tells me that the IS is holding its own in the marketplace.

Rupert - 7/11/2007 2:31:28 PMView My AgentSpace

-3 Boost

I am also seeing more IS models, although oddly the 250 not the 220d.

I95SPEEDINGTICKETS - 7/12/2007 6:15:49 PM

+1 Boost

Thats probably because the IS220d is only available with a Manual Transmission and not many people who buy in that segment want Manual Trans.

Lexus needs to hurry up and fix that.

Czelinski - 7/11/2007 12:43:19 PM

-1 Boost

*Sorry for some typo errors above

reply to this comment

BentleyGT - 7/12/2007 2:00:05 AM

0 Boost

Toyota controls nearly 45% of Japan's passenger-car market, but it is overshadowed by European brands when it comes to luxury cars. Japan's two market leaders, BMW and DaimlerChrysler AG's Mercedes Benz, together sold nearly four times the number of cars as Lexus did in Japan last year, according to CSM Worldwide, an auto-industry consulting firm.

HAHAHAHA-HE. Even the Japanese know that Lexus is full of crap, and thats why the sales for Lexus in Japan is under the dirt.

reply to this comment

enthusiastx11 - 7/13/2007 12:47:48 PM

0 Boost

news flash buck:

your tone and ridiculous commentary makes you sound like a child.