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Toyotas luxury-themed division, Lexus, has decided that it wants to join the ranks of the hip and cool. Not content with its bland-tastic, “the cars for people who don’t care about cars” image, Lexus is now going after the young, influential, hip and affluent crowd with a totally different marketing direction and a new brand campaign, complete with a new advertising theme line, “Amazing in Motion” featuring nine-foot mannequin-like puppets (ugh).

Akio Toyoda, scion of the founding family and the guy who’s now running the show at the global automotive giant, is spurring this new directional shift. Toyoda is absolutely convinced that by turning over a new, youthful and hipper leaf, Lexus is just a heartbeat away from achieving automotive greatness - complete with a cool new wrapper.

 



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Will Lexus' New Strategy Work? Can They Appeal To The Hip Buyer?

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