As Germany’s full-sized luxury GTs lurch further into decadence and creative atrophy, we appraise (and praise) a Lexus.
Heritage has become something of a double edged sword for carmakers nowadays. On one hand, it acts as emotional anchor for a marque’s visual identity, and employed with sensitivity and skill, lends a tremendous richness to what marketers might choose to describe as the ‘brand narrative’.
On the other hand however, the anchor analogy can also have a regressive influence, dragging the marque backwards, preventing designers from updating or reinventing a set of visual cues which may over time have lost relevance.
Almost twenty nine years ago, Toyota unveiled the Lexus LS 400 saloon, giving the European and US luxury car establishment the shock of their lives. That car, lovingly created by a skunkworks of Toyota’s brightest and best was beyond doubt the Honda NSX of luxury saloon cars. A gamechanger for the industry, a new benchmark.
A justified success in the US market, Lexus however struggled in Europe, where provenance, heritage and snob value mattered at least as much as outright ability and utter reliability. Toyota perhaps in retrospect made an error in clothing the LS400 in such a rationalist manner. While its styling appeared to reference the W126 Mercedes in its lack of expressive flourishes, it left customers with little to Continue reading “Finessing Big Lex”
Lexus’ recent creative review ditched more than the message…
All good advertising embodies an essential truth. For some years now for instance, Lexus has gone with the tagline ‘The Pursuit of Perfection’; a relatively believable goal to envisage. However, despite some success in the US market, Lexus remains stubbornly among the junior ranks of the European prestige car business. In a fit of insecurity, Continue reading “Theme: Advertising – Off Message”