Lexus to Poke Audi in New GS 460 Commercial
Lexus is set to debut two new commercials that poke gentle and gentile fun at rival luxury car builder Audi, the first of which “Etiquette,
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Comments
STJ
I know the GS can drift Taniguchi showd us that is his D1GP aristo.
mo
a car can't get any uglyer. seriously, a major problem in lexus is it doesn't spark your feeling. no matter how they make it you think "boaring" again.
Ducati Minor
Neither does a BMW 750Li or Infiniti M45. I find the LS460L to be a technological tour de force and a superb example of craftsmanship and engineering.
rip
Seems like a very appropriate ad for the Lexus target market.
In other words, fine vehicles for people who hate cars and driving.
VMMVMMM
Would BMW ever have an ad like that? Not in a million years.
Lexus drivers are looking for isolation, not a sporting experience. I suppose they are playing to their demographic.
Does it appeal to me? No. Does it surprise me that Lexus would do this? No. Do I want to own a Lexus? You guessed it...No.
Steve
I'll have to see these to know what chord they'll strike with me... But, I know that I laughed my ass off when I saw the Audi commercial.
Clint
Audi is trying (quite successfully) to shake its image of boring and reserved styling and driving dynamics. The fact that Lexus actively seeks to portray itself as even more boring and reserved than Audi really does make me laugh. However, I do agree with others here that the add probably does appeal to the average Lexus customer who wants an expensive, high-tech, conservatively styled, and generally isolated driving experience.
I wonder if the average viewer will get the joke though - linking the Audi ad to the Lexus ad. I'd say probably not. Instead it will come off as saying "The GS460 - more power than you really will ever use," which again will appeal to the more-is-more mentality of the target Lexus buyer.
fantasyfreddy
and they let children watch this??!!
GBQM
How desperate on Lexus' part. Here, in one breath they are saying they are above the fray, but the fact they even made this ad says they are threatend. Their weakness of buidling over-priced boring cars is showing!
Jonathan Fung [Gotakon]
I'm totally with Ducati on this one. The LS460L is amazing. And I actually am very fond of Lexus cars. And I think this ad caters to the type of people who would buy a Lexus: people seeking subtle refinement. It's definitly a contrast to those who would buy a BMW, as VMMVMMM said, so I think Lexus is playing their cards well here.
PS: I think the GS is very nicely styled...in fact, that goes for all cars in Lexus' current lineup...except maybe the ES...I'm not too hot on that one.
enthusiast
rip, I like how you said, it is so true. My dad likes Lexus because of the comfort and reliability and all that jazz, but the reason is because he is on the road a lot and I'm sure you would much rather be comfortable on a long drive than feel every bump in the road. So I think this should be Lexus's moto - fine vehicles for people who hate cars and driving.
Ducati Minor
Actually, I didn't mean for the whole sentence to be in italics.
biturbo
Another [expected] bad move from Lexus...
But hey, boring cars, boring ads.
People seeking subtle refinement?? Say coffin on wheels. Very subtle.
Tony D
I don't get why so many people bag on Lexus for being exactly what Cadillac, Mercedes-Benz, and Hyundai all aspire to be: super high-quality driving apliances. So they're not BMW's, so what? Neither is anyone else. But I'd much more willingly buy a high milage Lexus (or Acura) than any other make, luxury or otherwise.
Jesda
The Lexus GS. Choice of 4 out of 5 dentists, accountants, and suburban housewives.
STJ
So if you don't do 360's in your car you don't like driving? I think some one watched a little too much Fast and furious here.
Jesda
Tony D:
Curse you for comparing Cadillac to Lexus. Go drive an XLR-V.
Alexander López
I never understood why someone wants to put a competitor's product in their advertising. It's like doing them a favor. But I'm not the one who is getting paid lots of cash to do that, so What do I know?
Lewis Salem
Great! Now Lexus is going to tell us how to drive in their ads, along with their overly invasive traction control. Wasn't it yesterday that I read an article about concern about their older demographic?
Adam W.
Just more proof that you'll never see a Lexus in an enthusist's garage -- which means you probably will never see one make it to 300k miles either.
So why did they make the IS-F then?
Franky J
I drive an IS350 and i love it... and no im not an old man, i'm only 20. I've driven both the new G35, and the new 335... and both are very nice vehicles, very quick, and very appealing, but to MY SPECIFIC wants, i would rather be more comfortable and have more luxury all the time, then have that sport feel i need SOMETIMES
Franky J
http://www.adgabber.com/video/video/show?id=546804%3AVideo%3A38289
theres the ad by the way
Franky J
woops... 250
Kiasu
A lot of you are bagging Lexus but forget that it was Audi that poked fun at them to start with. When a company pokes fun at a competitor it only PROVES that the competitor is strong and a threat to them. It is a well documented marketing strategy used mainly by non-market leaders but not necessary small competitors.
A good example was when Pepsi back in the 90's tried to poke fun at Coca-Cola with their "I have no Feeling" theme which back at that time was Cola-Cola's main slogan. We all knew who the leader was back then.
rob
What struck me as odd about the A4 commercial was its comparison with a car so far out of its category that for all practical purposes was irrelevant. Apart from coming across as a cheap shot it was also entirely out of character with whatever Audi's latest ad campaign-of-the-day seems to be. All in all kinda dumb. Are you happy now zat you've had your fun? OK, now everybody back to verk!
On the other hand, Lexus, to its credit, always seems to keep its eyes on the prize—and on their brand positioning. Their spots come across as playful and confident, without losing the elegant character and sophistication imbued in the brand from Day One. They also manage to do it while communicating a latent performance promise to their prospective buyers and current owners alike, a capability which luxury brand buyers appreciate in return for laying out all those bucks. Whether or not they ever go out and kick asphalt on lesser brands, luxury brand buyers like to know they could if they wanted to.
That's smart advertising.
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