Chinaís premium automobile market is highly competitive and fragmented with German brands dominating the market. To gain a share of the pie, Lexus planned to re-launch its top SUV model- LX570 in October 2015.
However, LX was first introduced to China in 2008, and since then, there has been zero marketing communications effort for 7 years to push this product. The re-launch campaign needed to reintroduce the product, and bring out the uniqueness of the LX570 under its global communications theme ëWild Luxuryí- a theme which does not directly resonate with Chinese audiences, and hence, needed a local interpretation to be fully comprehensible and attractive to Chinese customers.
Furthermore, the target customer group of High Net Worth Individuals (Family property>10Mil RMB) are already elusive and hard to reach, therefore with a limited marketing budget that is much less than competitors (1/10 of competitorís) Lexus faces a tough challenge to make people aware of LX re-launch.