Lexus to re-position around 'progressive luxury'

Lexus: launches CT 200H model at Harrods
Lexus: launches CT 200H model at Harrods

Toyota-owned premium car marque Lexus is to planning to unify its global marketing around the theme of "progressive luxury".

The brand will focus communications around its range of upmarket hybrid vehicles, appealing to consumers that value sustainability credentials as highly as engine power.

Karl Schlicht, general manager for global marketing and product planning at Lexus, said it is important that each of Lexus’ regional marketers is reading from "the same page" to achieve brand consistency.

"It's very simple when you have one market. You have multiple regions now – like Europe wanting one direction, Japan another and China coming on. That gets more complicated."

Separately, in the UK, Lexus has been showcasing its latest CT 200H hybrid model in the window gallery at London department store Harrods.

It is the first time the retailer has featured a hybrid model. The last car to appear in the window was Aston Martin’s Cygnet.

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