31 Mar '17, 4am

Lexus lacks allure of Germany’s Big Three – Fukuichi https://t.co/wSNSaxFNl4

Lexus lacks allure of Germany’s Big Three – Fukuichi https://t.co/wSNSaxFNl4

“When you’re stuck in traffic, people look at the driver in the Mercedes as a person who has made it in society, and they will envy you. We haven’t fully achieved that compared with the German three (Mercedes-Benz, the Volkswagen Group and BMW),” says outgoing Lexus president Tokuo Fukuichi, who will be succeeded by Yoshihiro Sawa, Now the newly appointed chief branding officer at parent company Toyota, Fukuichi is looking to create what is called “Lexus envy,” reinventing the itself to become a lifestyle brand rather than a “glorified Toyota.” As reported by Automotive News , Toyota president Akio Toyoda has given Fukuichi freedom to address any issue related to branding in his new role, including product planning and technology, marketing as well as advertising. “I’m able to do whatever I want,” said Fukuichi, who added that part of the problem stemmed from platform shar...

Full article: https://paultan.org/2017/03/31/lexus-lacks-allure-of-germ...

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