Comments on: One Less Car Company to Consider http://www.lazymanandmoney.com/one-less-car-company-to-consider/ Saving, Earning, and Investing Money Sat, 21 Nov 2009 00:22:17 -0800 http://wordpress.org/?v=2.8.5 hourly 1 By: Todd http://www.lazymanandmoney.com/one-less-car-company-to-consider/comment-page-1/#comment-123841 Todd Mon, 19 Jan 2009 20:04:48 +0000 http://www.lazymanandmoney.com/one-less-car-company-to-consider/#comment-123841 My wife has a Lexux, and I took it in for the 30k mile tune-up. It was $640!!! Crazy! My wife has a Lexux, and I took it in for the 30k mile tune-up. It was $640!!! Crazy!

]]> By: Adventures In Money Making http://www.lazymanandmoney.com/one-less-car-company-to-consider/comment-page-1/#comment-3528 Adventures In Money Making Sat, 03 Mar 2007 02:17:06 +0000 http://www.lazymanandmoney.com/one-less-car-company-to-consider/#comment-3528 lexus has succeeded in branding through that ad! the point of such an ad to make people remember it, even if they hate the ad. remember "head-on" and that weird singing-hamster-rodent-hybrid in Quiznos ads? its not failure if people remember the brand!!!! lexus has succeeded in branding through that ad!
the point of such an ad to make people remember it, even if they hate the ad.
remember “head-on” and that weird singing-hamster-rodent-hybrid in Quiznos ads?

its not failure if people remember the brand!!!!

]]> By: Wanda http://www.lazymanandmoney.com/one-less-car-company-to-consider/comment-page-1/#comment-324 Wanda Sat, 02 Dec 2006 22:24:10 +0000 http://www.lazymanandmoney.com/one-less-car-company-to-consider/#comment-324 It's also not a good idea to buy a car for someone because of legal liability and insurance reasons. But you can take someone to a dealership and let them pick out the car and then you'll pay for it. As to the target audience - building up a luxury brand is not only about people who can afford it at the moment, but the "aspirational" buyers who equate Lexus with luxury and prestige and would want to purchase the brand when they are able to. Some people might be turned off, but I'm sure they've done focus groups and have gotten favorable response. I think BMW, Mercedes, and Jaguar have also done similar commercials. Personally, I'm not offended - I think it's kind of cute. :) But I won't be getting a Lexus for a LONG while! It’s also not a good idea to buy a car for someone because of legal liability and insurance reasons. But you can take someone to a dealership and let them pick out the car and then you’ll pay for it.

As to the target audience – building up a luxury brand is not only about people who can afford it at the moment, but the “aspirational” buyers who equate Lexus with luxury and prestige and would want to purchase the brand when they are able to. Some people might be turned off, but I’m sure they’ve done focus groups and have gotten favorable response. I think BMW, Mercedes, and Jaguar have also done similar commercials. Personally, I’m not offended – I think it’s kind of cute. :)

But I won’t be getting a Lexus for a LONG while!

]]> By: The Travelin' Man http://www.lazymanandmoney.com/one-less-car-company-to-consider/comment-page-1/#comment-290 The Travelin' Man Tue, 28 Nov 2006 01:44:38 +0000 http://www.lazymanandmoney.com/one-less-car-company-to-consider/#comment-290 While I have not seen the Lexus commercials, one of my best friends last Christmas bought his wife a car for Christmas. She hit the ceiling. He was trying to do something nice for her - and they had just come into some money. I was with him as he agonized over the decision, and pretty much just went for it with both feet in the water. These folks have been married for well over 10 years, have some financial ground on which to stand, and she still went nuts. You had better be very secure in your relationship before doing this type of gifting. While I have not seen the Lexus commercials, one of my best friends last Christmas bought his wife a car for Christmas. She hit the ceiling. He was trying to do something nice for her – and they had just come into some money. I was with him as he agonized over the decision, and pretty much just went for it with both feet in the water. These folks have been married for well over 10 years, have some financial ground on which to stand, and she still went nuts.

You had better be very secure in your relationship before doing this type of gifting.

]]> By: lazymanandmoney http://www.lazymanandmoney.com/one-less-car-company-to-consider/comment-page-1/#comment-288 lazymanandmoney Tue, 28 Nov 2006 00:07:43 +0000 http://www.lazymanandmoney.com/one-less-car-company-to-consider/#comment-288 I thought of it as very interesting myself. The thing is that I could afford a Lexus if I really wanted to. I could even consider a used Lexus. There are a lot of young people who might not be able to afford a Lexus now, but will someday. So they target the very few people fabulously wealthy or fabulously stupid people and give up on a bigger audience - the people who are on the edge of financially being able to buy it. The other factor to consider is the next generation of young people. Someday they'll be in the position to be in the potential Lexus owner demographic, but if they are like me (and quite a few people I've talked to), they will also boycott Lexus because of this. So while they may be Toyota people today, they may have become Lexus people tomorrow. Maybe they are getting what they want with their brand management. I'm sure they have research groups to give them feedback on the campaigns before they get out. Still, I think it has a lot of room to backfire on them. I thought of it as very interesting myself. The thing is that I could afford a Lexus if I really wanted to. I could even consider a used Lexus. There are a lot of young people who might not be able to afford a Lexus now, but will someday. So they target the very few people fabulously wealthy or fabulously stupid people and give up on a bigger audience – the people who are on the edge of financially being able to buy it.

The other factor to consider is the next generation of young people. Someday they’ll be in the position to be in the potential Lexus owner demographic, but if they are like me (and quite a few people I’ve talked to), they will also boycott Lexus because of this. So while they may be Toyota people today, they may have become Lexus people tomorrow.

Maybe they are getting what they want with their brand management. I’m sure they have research groups to give them feedback on the campaigns before they get out. Still, I think it has a lot of room to backfire on them.

]]> By: Flexo http://www.lazymanandmoney.com/one-less-car-company-to-consider/comment-page-1/#comment-287 Flexo Mon, 27 Nov 2006 23:42:34 +0000 http://www.lazymanandmoney.com/one-less-car-company-to-consider/#comment-287 I've noticed these commercials for the last couple of years. I think it's a clever piece of marketing and branding, and I've already seen other brands trying to imitate Lexus. I think the commercial is simply effective brand management; very few people will actually buy a car for their SO unless they are fabulously wealthy or fabulously stupid. Lexus can afford to speak to the 1 in 10,000 because the other 9,999 wouldn't buy that brand anyway, they'd buy Toyota. (Both brands are the same company.) I’ve noticed these commercials for the last couple of years. I think it’s a clever piece of marketing and branding, and I’ve already seen other brands trying to imitate Lexus. I think the commercial is simply effective brand management; very few people will actually buy a car for their SO unless they are fabulously wealthy or fabulously stupid.

Lexus can afford to speak to the 1 in 10,000 because the other 9,999 wouldn’t buy that brand anyway, they’d buy Toyota. (Both brands are the same company.)

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