Lexus Product Marketing

Products

In marketing, a product is anything that can be offered to a market that might satisfy a want or need, Comparing this with Lexus we see that it applies to the Lexus form of production as tangible product that ideally satisfies a market's want or need

Lexus is a segment of Toyota where their watchword is luxury, that is the segment that specializes in the production of highly sophisticated luxury and executive cars, Lexus production techniques include methods and standards of quality control that differ from Toyota models as product must always satisfy a need, the focus of Lexus design efficiency is to build a vehicle that is exceptionally lean in its use of raw materials, its fuel, and its impact on the environment - all while pushing the boundaries of performance, luxury and quality in the automobile market.

Product naming

Lexus uses unique term in defining their products, normally categorized by Alphabet and number nomenclature, production models are named alphanumerically using two-letter designations followed by three digits. The first letter indicates relative status in the Lexus model range (ranking) and the second letter refers to car body style or type(e.g. LS for 'luxury sedan'). The three digits indicate engine displacement in liters multiplied by a factor of one hundred (e.g. 350 for a 3.5 L engine).A space is used between the letters and numbers. The same letter may be used differently depending on the model; 'S' can refer to 'sedan' or 'sport(e.g. in LS and SC), while 'X' refers to 'luxury utility vehicle' or SUV. On hybrids, the three digits refer to the combined gas-electric output. For certain models, a lower case letter placed after the alphanumeric designation indicates powerplant type ('h' for hybrid, 'd' for diesel), while capital letter(s) placed at the end indicates a class subtype (e.g. 'L' for long-wheelbase,'C' for coupe, 'AWD' for all-wheel drive). On F marque models, the two-letter designation and the letter 'F' are used with no numbers or hyphens (e.g. IS F).

Products Line-up

The Lexus lineup includes five sedans, namely the compact IS and HS models, mid-size ES and GS models, and the full-size LS flagship, along with two convertibles, the IS C and SC. Three SUVs are produced, increasing in size from the crossover RX, the mid-size GX, to the full-size LX. Hybrid models include the HS sedan and variants of the GS, LS, and RX. The line produces a variant of the IS sedan and the LFA supercar.

Sedans

A sedan or saloon car is a passenger car with two rows of seats and adequate passenger space in the rear compartment for adult passengers. The vehicle usually has a separate rear trunk for luggage,

Lexus IS is one of the sedans offered by Lexus sold since 1999 which was introduced as a sport model, the IS stands for Intelligent Sport which was originally sold under the Toyota Altezza nameplate in Japan, inline with this series we have, IS 250 (GSE20) and IS 350 (GSE21) sedan models. A high-performance V8 sedan version, the IS F, launched in 2007.Another Model that falls in this category is the Lexus HS ( Harmonious Sedan) The Lexus HS is a dedicated vehicle introduced by Lexus as a new entry-level luxury sedan in 2009, the HS 250h went on sale in July 2009 as a 2010 model in Japan, followed by its debut in the United States in August 2009. The HS 250h's platform is based on the third generation Toyota Avensis, With a total length of 184.8 inches, the Lexus HS is slightly larger than the Lexus IS in terms of size, We also have the mid-size ES and GS and full-size LS flagship.

Convertibles

A convertible is a type of automobile in which the roof can retract and fold away, converting it from an enclosed to an open-air vehicle. Lexus have many styles that are manufactured and marketed in convertible form. The IS C and SC, the IS C are the Hardtop convertible versions, the IS 250 C and IS 350 C, debuted in 2008 and the SC series is a personal luxury coupé type sold since 1991 he SC features a front engine, RWD design and four passanger seating. The first generation SC offered as the V8-powered SC 400 in 1991, and the I6-powered SC 300 followed in 1992. The second generation model is the SC 430 offered in 2001. The SC 430 has a hardtop convertible design and a V8 engine. The first generation SC was largely styled in California, and the second generation SC was mainly conceived at design studios in Europe.

The third-generation Toyota Soarer in japan and the first generation SC shared body design and multiple components. The SC was the sole coupé in the Lexus lineup until the arrival of the IS C

SUVs

A sport utility vehicle (SUV) is a generic marketing term for a vehicle similar to a station wagon, Usually equipped with four-wheel drive for on- or off-road ability, some SUVs include the towing capacity of a pickup truck with the passenger-carrying space of a minivan or large sedan. Since SUVs are considered light trucks and often share the same platforms of pick-ups.

In this category of Lexus we have the crossover RX, mid-size GX and LX, The Lexus RX is a luxury crossover SUV sold since 1998. The RX is designed to combine the function of an SUV with and features of a luxury sedan, in either FWD or AWD version, The Lexus RX has been the best-selling crossover luxury SUV on the US market, The Lexus GX is a mid-size luxury-type sold in North America since 2002, The first was GX 470 introduced in 2002 for 2003 model and became the third SUV to enter the Lexus market, GX 470 and LX 470 have the same type 4.7L V8 engine, the second generation GX 460 was introduced in 2009, adding a more powerful 4.6L V8 and new interior, The GX shares exterior design with the Toyota Land Cruiser Prado and we also have LX, Lexus LX is a full-size SUV sold since 1996, So far we have 3 generation of LX and they are all based on Toyota's Land Cruiser series of SUVs, The first generation was LX 450 offered in 1996, the LX 470, premiered in 1998 and was produced through 2006. The latest is Lexus LX 570 is a complete redesign for the 2008 model year.

Hybrids(HEVs)

A hybrid vehicle is a vehicle that uses two or more distinct power sources to move the vehicle.[1] The term most commonly refers to hybrid electric vehicles (HEVs), which combine an internal combustion engine and one or more electric motors. models like the HS sedan and variants of the GS, LS, and RX. is are sets of hybrid car technologies developed by Toyota, they include the Lexus RX 400h/RX 450h, Lexus GS 450h, Lexus LS 600h/LS 600hL, and Lexus HS 250h automobiles.

F marque

The Lexus F marque represents the high-performance division of cars produced by Lexus. The F marque refers to Flagship[1] and Fuji Speedway, the site of Lexus performance vehicle development in Oyama, Suntō District, Shizuoka Prefecture, Japan. The first vehicle in the Lexus F marque lineup, the Lexus IS F, was announced in 2006, followed by an F marque coupe concept, the Lexus LF-A, in 2007, and the production LFA supercar in 2009. All Lexus F performance vehicles are denoted by namesake badging on the front fenders. A related line of performance accessories, Lexus F-Sport, was launched for 2007. The "F" designation was originally used at Lexus' launch in 1989, as an internal code for the development of its first flagship vehicle.

Below is a brief table that shows various Lexus products and year of production

Type

1990s

2000s

2010s

0

1

2

3

4

5

6

7

8

9

0

1

2

3

4

5

6

7

8

9

0

Entry-level luxury

IS

IS

HS

Mid-size luxury

ES

ES

ES

ES

ES

GS

GS

GS

Full-size luxury

LS

LS

LS

LS

Crossover

RX

RX

RX

SUV

GX

GX

LX

LX

LX

Coupe

IS C

SC

SC

Sport

IS F

LFA

PRODUCT POSITIONING

When Toyota entered the luxury automotive sector with the Lexus brand, it made 1)the new “performance” and “luxury,” 2) initially undercut the competition to gain entry and early market share, 3) created a low-stress and more respectfulshowroom experience, and 4) targetedMercedes and BMW - up the totem pole, marketplace where everybody is competing for the same shrinking budget and differentiation is hard to come by, most marketers often think of price as their only leverage but that is incomplete marketing, There are lots of ways to differentiate a product. You can even create the perception of differentiation, if you're creative enough.

Product positioning refers to a place a product offering occupies in consumers' minds on important attributes, relative to competing offerings. we have some general strategies for positioning product considering the customer's need: 1) attribute or benefit 2) quality / price 3) use or application 4) high tech and high touch.

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