Lexus Australia(Week 2 Tutorial question).docx

Lexus Australia(Week 2 Tutorial question).docx - Lexus...

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Lexus Australia Brand Audit (YUE MA z5099423) For over 30 years, Lexus, the luxury vehicle division of Japanese car maker Toyota , has become one of the most famous top-end and luxury vehicle brand in the world. It had kept sales champion of premium vehicles in North America market for about 11 years. Nowadays, The Lexus marque is marketed in more than 70 countries and territories worldwide and has become Japan's largest-selling make of premium cars. [1] Background History The start of Lexus history is derived to 1983. Toyota proposed a challenging proposition called Flagship One which is to build the best car. [2] This is not the familiar things for Toyota, because they used to produce cheap and high cost-effective vehicles. In the following 6 years, Toyota had spent more than 1 billion dollars to create the Lexus, and released first two series LS and ES in 1989. [3] The first vehicle that be was produced by Lexus was the LS 400. The LS 400 was praised for its quietness, well-appointed and ergonomic interior, engine performance, build quality etc.[3] In 1991, Lexus had become the top-selling premium car import in the U.S.[4] [5] In 2000, Lexus became the sales champion of premium vehicle in the US and it was broke until the 2011. Globally, Lexus is a leading luxury car manufacturer. In Australia, however, over its 25-year existence it has struggled to gain double-digi1t market share. There have been a number of barriers to the brand’s growth, but one in particular has had a lasting impact – Australians’ innate association of luxury cars with European heritage. Put simply, for many Australians, if it isn’t German, Italian or British, it simply isn’t a luxury car. [6] Brand Inventory There are several factors can demonstrate the Lexus’s success. The company not only
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