Editing Lexus (section)

==Marketing==
[[File:Lexus 2054 Minority Report concept1.jpg|thumb|[[Lexus 2054]], a concept model produced for the film ''[[Minority Report (film)|Minority Report]]''|alt=Futuristic two-door concept car displayed in front of a banner labeled "Minority Report".]]

From its inception, Lexus has been advertised to luxury consumers using specific [[Marketing strategy|marketing strategies]], with a consistent motif used for the marque's advertisements. Beginning in 1989, television ads were narrated by actor [[James Sloyan]] (the voice of "Mr. Lexus" until 2009),<ref name=d118/><ref>{{cite web|url=http://adage.com/adages/post?article_id=135239|title=Lexus Trades in Sloyan for New Set of Voice-Over Pipes|work=Advertising Age|access-date=19 March 2009|last=Halliday|first=Jean|date=13 March 2009|archive-date=5 May 2010|archive-url=https://web.archive.org/web/20100505020443/http://adage.com/adages/post?article_id=135239|url-status=live}}</ref> and accompanied by vehicles that performed unusual stunts onscreen.<ref name=d119>{{Harvnb|Dawson|2004|p=119}}</ref> The first decade of Lexus commercials (1989–99) consisted primarily of disjunctive verbal descriptions, such as "relentless", "pursuit", and "perfection",<ref>{{cite web|url=http://www.insideline.com/lexus/is-f/2008/first-look-2008-lexus-is-f.html|title=First Look: 2008 Lexus IS-F|date=23 September 2007|publisher=Edmunds.com|last=Huffman|first=John Pearley|access-date=23 May 2011|archive-date=19 October 2012|archive-url=https://web.archive.org/web/20121019180154/http://www.insideline.com/lexus/is-f/2008/first-look-2008-lexus-is-f.html|url-status=live}}</ref> while vehicles were used to claim superiority in precision, idling, and interior quiet and comfort on camera.<ref name=d119/> Examples included the champagne glass "[[Balance (advertisement)|Balance]]" (1989) and rolling "[[Ball Bearing (advertisement)|Ball Bearing]]" (1992).<ref name=d119/>

In the 2000s (decade), commercials included descriptions of features,<ref>{{cite web|url=http://www.vfxworld.com/?sa=adv&code=3631a5a1&atype=news&id=18636|title=Boxer Films Knocks Out New Lexus Spot|publisher=VFXWorld|access-date=20 May 2009|date=15 August 2006}}</ref> or a narration of the events onscreen, and were often targeted at the marque's German competitors.<ref>{{cite web|url=https://www.topspeed.com/cars/car-news/lexus-takes-swipe-at-german-counterparts-in-latest-print-ad/|title=Lexus Takes Swipe At German Counterparts|publisher=Top Speed|access-date=30 July 2010|last=Garlitos|first=Kirby|year=2010}}</ref> An annual "December to Remember" campaign featured scenes of family members surprising loved ones with the gift of a new Lexus.<ref>{{cite news|url=https://query.nytimes.com/gst/fullpage.html?res=9B0CE4DB1F31F936A25751C1A9639C8B63|title=A Lexus for Christmas? It Happens|work=The New York Times|access-date=20 May 2009|date=15 December 2005|last=Peters|first=Jeremy|archive-date=7 January 2018|archive-url=https://web.archive.org/web/20180107175244/http://query.nytimes.com/gst/fullpage.html?res=9B0CE4DB1F31F936A25751C1A9639C8B63|url-status=live}}</ref> The marque returned to the champagne glass theme in a 2006 LS 460 spot showing the sedan maneuvering between two stacks of glasses using its [[Intelligent Parking Assist System|self-parking system]], and in a 2010 LFA spot showing its engine sound shattering a glass via [[resonance]] frequency.<ref name=glass>{{cite web |last=Bowman |first=Zach |url=http://www.autoblog.com/2010/06/02/video-lexus-lfa-breaks-champagne-glass-with-science/ |title=Video: Lexus LFA breaks champagne glass with science |publisher=Autoblog |date=2 June 2010 |access-date=9 October 2010 |archive-date=27 July 2017 |archive-url=https://web.archive.org/web/20170727104451/http://www.autoblog.com/2010/06/02/video-lexus-lfa-breaks-champagne-glass-with-science/ |url-status=live }}</ref>

[[File:Lexus LF-A Crystallised Wind.jpg|thumb|left|[[Lexus LFA#Sculpture models|Lexus LFA Crystallised Wind]], a full-size glass art model|alt=Translucent glass model in the shape of a coupe.]]

Industry observers have attributed Lexus' early marketing successes to higher levels of perceived quality and lower prices than competitors, which have enabled the marque to attract customers upgrading from mass-market cars.<ref name=pr/><ref name=zen/> A reputation for dependability, bolstered by reliability surveys, also became a primary factor in attracting new customers from rival premium makes.<ref>{{cite news|url=https://www.theguardian.com/business/2004/nov/07/germany.theobserver|title=Vorsprung durch Technik? Not any more|work=The Guardian|last=Caulkin|first=Simon|date=7 November 2004|access-date=8 June 2009|location=London|archive-date=28 February 2021|archive-url=https://web.archive.org/web/20210228190418/https://www.theguardian.com/business/2004/nov/07/germany.theobserver|url-status=live}}</ref><ref>{{cite web|url=http://www.wheels24.co.za/Wheels24/News/0,,1369-1372_1939381,00.html |title=Why I ditched Merc for Lexus |publisher=Agence France-Presse |access-date=5 May 2007 |date=26 May 2006 |archive-url=https://web.archive.org/web/20060918011224/http://www.wheels24.co.za/Wheels24/News/0%2C%2C1369-1372_1939381%2C00.html |archive-date=18 September 2006 |url-status=dead}}</ref> Lexus has since grown to command higher [[premium pricing|price premiums]] than rival Japanese makes,<ref name=lal>{{cite web|url=http://www.automobear.com/LexusInTheLapOfLatentLuxury.html |title=Lexus (in the lap of latent luxury) |publisher=AutomoBear.com |date=23 September 2004 |access-date=9 April 2007 |url-status=dead |archive-url=https://web.archive.org/web/20060523004121/http://www.automobear.com/LexusInTheLapOfLatentLuxury.html |archive-date=23 May 2006}}</ref> with new models further increasing in price and reaching the more than $100,000 ultra-luxury category long dominated by rival European marques.<ref>{{cite web|url=http://www.businessweek.com/autos/content/jan2006/bw20060109_789752.htm |title=A Lexus Aimed at Mercedes' S-Class |work=BusinessWeek |last=Welch |first=David |date=9 January 2006 |access-date=6 May 2007 |url-status=dead |archive-url=https://web.archive.org/web/20071013125745/http://businessweek.com/autos/content/jan2006/bw20060109_789752.htm |archive-date=13 October 2007}}</ref><ref>{{cite web|url=http://www.insideline.com/lexus/ls-600h-l/2008/full-test-2008-lexus-ls-600h-l.html|title=Full Test: 2008 Lexus LS 600h L|date=19 April 2007|publisher=Edmunds.com|last=Pearley Huffman|first=John|access-date=23 May 2011|archive-date=11 September 2012|archive-url=https://web.archive.org/web/20120911122442/http://www.insideline.com/lexus/ls-600h-l/2008/full-test-2008-lexus-ls-600h-l.html|url-status=live}}</ref><ref>{{cite web|url=http://www.iht.com/articles/2006/04/16/business/Lexus.php |title=Lexus enters ultra-luxury arena |date=17 April 2006 |work=International Herald Tribune |last=Maynard |first=Micheline |access-date=21 November 2007 |url-status=dead |archive-url=https://web.archive.org/web/20080220213910/http://www.iht.com/articles/2006/04/16/business/Lexus.php |archive-date=20 February 2008}}</ref>

Automotive analysts have also noted Lexus' relative newcomer status as a marketing challenge for the brand,<ref name=lsr>{{cite web|url=http://research.cars.com/go/crp/research.jsp?revid=51083&makeid=27&modelid=8237&year=2007&revlogtype=20&section=reviews|title=2007 Lexus LS 460 Review|date=15 March 2007|publisher=Cars.com|last=Hanley|first=Mike|access-date=28 September 2007|archive-date=13 October 2007|archive-url=https://web.archive.org/web/20071013114934/http://research.cars.com/go/crp/research.jsp?revid=51083&makeid=27&modelid=8237&year=2007&revlogtype=20&section=reviews|url-status=live}}</ref> although some have debated the requirement of a long history.<ref name=lal/><ref>{{cite web|url=http://motorshow.cars.uk.msn.com/motorshow/geneva2007/Article.aspx?cp-documentid=3840028 |date=3 June 2007 |title=Lexus Launches Big Three |publisher=MSN Cars UK |last=Laban |first=Brian |access-date=28 September 2007 |url-status=dead |archive-url=https://web.archive.org/web/20070403222907/http://motorshow.cars.uk.msn.com/motorshow/geneva2007/Article.aspx?cp-documentid=3840028 |archive-date=3 April 2007 }}</ref> European rivals have marketed their decades of heritage and pedigree,<ref>{{cite news|url=https://www.nytimes.com/2007/07/27/business/worldbusiness/27showroom.html|title=BMW's Shrine to Horsepower|date=27 July 2007|work=The New York Times|last=Landler|first=Mark|access-date=28 September 2007|archive-date=14 March 2021|archive-url=https://web.archive.org/web/20210314193756/http://www.nytimes.com/2007/07/27/business/worldbusiness/27showroom.html|url-status=live}}</ref> whereas Lexus' reputation rests primarily upon its perceived quality and shared history with parent company Toyota.<ref name=lal/> Several analysts have stated that Lexus will have to develop its own heritage over time by highlighting technological innovations and producing substantial products.<ref name=global/><ref name=lsr/>

Lexus' marketing efforts have extended to sporting and charity event sponsorships, including the [[US Open (tennis)|U.S. Open]] tennis Grand Slam event from 2005 to 2009, and the [[United States Golf Association]]'s [[U.S. Open (golf)|U.S. Open]], [[U.S. Women's Open]], [[U.S. Senior Open]], and [[U.S. Amateur]] tournaments since 2007.<ref>{{cite web|url=http://promomagazine.com/eventmarketing/news/lexus_usopen_083006/ |title=Lexus Drives Promos Courtside for US Open |date=30 August 2006 |last=Scott |first=Andrew |access-date=6 May 2007 |publisher=Promo |url-status=dead |archive-url=https://web.archive.org/web/20070928061045/http://promomagazine.com/eventmarketing/news/lexus_usopen_083006/ |archive-date=28 September 2007}}</ref><ref>{{cite web|url=http://www.sportsbusinessdaily.com/article/109085|title=Luxury Drive: USGA Signs Lexus As First Automotive Partner|date=January 2007|work=Sports Business Daily|access-date=8 June 2009}}</ref> Lexus has organized an annual Champions for Charity golf series in the U.S. since 1989.<ref>{{cite news |title=Lexus Golf Tourney Benefits Charities |work=The Oregonian |date=14 June 1997}}</ref> Endorsement contracts have also been signed with professional athletes [[Hideki Matsuyama]], [[Andy Roddick]], [[Annika Sörenstam]], and [[Peter Jacobsen]].<ref>{{cite web|url=http://www.sportsbusinessdaily.com/article/101191
|title=Lexus Replaces Mercedes As Sorenstam's Automotive Sponsor|date=14 March 2006|publisher=Sports Business Daily|access-date=25 December 2008}}</ref>

Since 2008, Lexus has run the video website L Studio. Shows on L Studio include ''[[Web Therapy (TV series)|Web Therapy]]''.<ref>{{Cite web| title = Lisa Kudrow's 'Web Therapy' Headlines Lexus' L Studio Launch| work = Tubefilter| access-date = 19 November 2017| date = 23 September 2008| url = http://www.tubefilter.com/2008/09/23/lisa-kudrows-web-therapy-headlines-lexus-l-studio-launch/| archive-date = 3 November 2020| archive-url = https://web.archive.org/web/20201103114851/https://www.tubefilter.com/2008/09/23/lisa-kudrows-web-therapy-headlines-lexus-l-studio-launch/| url-status = live}}</ref>

Lexus unveiled its new "Experience Amazing" tagline in the U.S. in a 60-second advertisement at the February 2017 [[Super Bowl LI]].<ref>{{cite news |url=http://www.adweek.com/agencyspy/team-one-lil-buck-experience-amazing-in-lexus-big-game-spot/124398 |title=Team One, Lil Buck 'Experience Amazing' in Lexus' Big Game Spot |first=Erik |last=Oster |work=Ad Week |location=US |date=23 January 2017 |access-date=9 February 2017 |archive-date=10 April 2018 |archive-url=https://web.archive.org/web/20180410171722/http://www.adweek.com/agencyspy/team-one-lil-buck-experience-amazing-in-lexus-big-game-spot/124398 |url-status=live }}</ref> The new tagline replaced Lexus's previous slogans, "Amazing in Motion" and "The Pursuit of Perfection".<ref>{{cite news |url=http://www.business2community.com/branding/the-relentless-pursuit-of-perfection-the-lexus-brand-strategy-0307457#qYWidemkqDYoYJw4.97 |title=The Relentless Pursuit of Perfection: The Lexus Brand Strategy |first=Sudip |last=Verma |work=Business 2 Community |location=US |date=19 October 2012 |access-date=14 February 2017 |archive-date=9 September 2017 |archive-url=https://web.archive.org/web/20170909024005/http://www.business2community.com/branding/the-relentless-pursuit-of-perfection-the-lexus-brand-strategy-0307457#qYWidemkqDYoYJw4.97 |url-status=live }}</ref>

On 30 March 2018, Lexus premiered a fake partnership with [[23andMe|23 and Me]] during a spot on ''[[Saturday Night Live]]'', for a pretend program that allows buyers to customize vehicles based on their DNA, as an [[April Fools' Day|April Fool's Day]] joke.<ref>{{Cite news |url=http://adage.com/article/cmo-strategy/lexus-putting-april-fool-s-joke-snl/312907/ |title=Marketer's Brief: Lexus plans an April Fool's joke ad for 'Saturday Night Live'|access-date=1 April 2018|language=en|archive-date=22 October 2020|archive-url=https://web.archive.org/web/20201022043344/https://adage.com/article/cmo-strategy/lexus-putting-april-fool-s-joke-snl/312907|url-status=live}}</ref> 

Lexus has renewed its sponsorship of the Esports Awards on 23 October 2024. As part of the partnership, Lexus will present awards for "Esports Content Creator of the Year" and "Esports Organization of Year" during the second half of the awards ceremony, which will take place in November 2024. The first half of the awards was presented in July 2024 during the [[2024 Esports World Cup|Esports World Cup in Riyadh]], Saudi Arabia. Financial terms of this continued partnership were not disclosed.<ref>{{Cite web |last=Fudge |first=James |date=2024-10-23 |title=Lexus Returns as a Presenting Sponsor of the Esports Awards |url=https://esportsadvocate.net/2024/10/lexus-returns-as-a-presenting-sponsor-of-the-esports-awards/ |access-date=2024-10-25 |website=The Esports Advocate |language=en}}</ref>

=== Lexus slogans ===
* ''The Relentless Pursuit of Perfection'' (1989–2011)
* ''The Pursuit of Perfection'' (2010–2016)
* ''Amazing in Motion'' (2013–2016)
* ''Experience Amazing'' (2017–present)