Lexus launches ‘game changing’ online brand portal

MWL 2012: Lexus is launching what it calls a “game changing” digital brand experience as part of its efforts to grow its market share and position itself as an alternative to Audi, Mercedes Benz and BMW.

Lexus Chris Taylor

Chris Taylor, European marketing communications boss, revealed the new digital platform at Marketing Week Live! today (27 June).

The site has mobile and tablet viewing habits at the core of the design to reflect the shift in car buyers’ behaviour and the significant role that online platforms have in the purchase journey.

Speaking on Centre Stage at the conference, Taylor said: “The web has replaced the trawl around dealerships. The purchase journey isn’t as simple as it used to be as 94%of buyers research vehicles online – far more than other categories.”

He also said that 25% of buyers only visit one dealership, while in the past they would have visited more to hunt out the best deal.

Lexus has deliberately taken a different approach to its online presence than the one usually taken by car manufacturers and has been inspired by looking at the way luxury brands outside of the automotive industry, such as Chanel, create engaging digital experiences.

The new online platform is part of Lexus’ new ‘Creating Amazing’ brand positioning outlined last month.

Speaking to Marketing Week after his appearance at the show, Taylor added: “From now on, we’re going to consistently invest in this [Creating Amazing] approach. Before, we might have had different campaigns but now we’ve arrived at a strategy. Consistency is critical for the Lexus brand as we want people to understand what Lexus is about and you can only do that by being committed.”

The luxury car marque plans to roll out the digital experience across all European markets by mid-2013.

Lexus is the luxury arm of Toyota Motor Corporation. The digital platform has been developed by agency Amaze.

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