AANA Presents Latest Marketing Dividends With Lexus Corporate Manager

AANA Presents Latest Marketing Dividends With Lexus Corporate Manager
SHARE
THIS



AANA presents the latest episode of Marketing Dividends which features Adrian Weimers, Lexus Corporate Manager, who discusses luxury car marketing and how to adapt messaging to changing economics within the sector.

Weimers says that the reason for the renewed growth in luxury car sales has been because of increasing affordability.  Lexus has followed the model of brands in other luxury categories and created a lower entry price, allowing consumers to engage with the brand earlier in their life-cycle.

“In the past, you would have seen luxury cars predominantly being large sedans, but now they’re everything from a small hatchback to a small SUV.  As a consequence, we’ve seen an influx of people that have come from mass brands,” Weimers said.

“In fact, about 60 per cent of all the inflow into luxury car brands are from this segment.  The luxury car tax threshold starts at $65,000 and almost half the sales are less than that price point.  If cars are considered fuel-efficient, that threshold rises to $75,000, with about 75 per cent of sales below that price point.

“Australians have a perennial love affair with SUVs – without a doubt the luxury car market is booming because of this.”

Weimers talks about how Australia is one of the most competitive car markets in the world and how that influences Lexus’ marketing approach.

“I have counted 65 car brands in Australia, giving consumers around 350 models to choose from.  Car advertising focuses on the launch of new vehicles.  However these days you need to focus on winning top-of-mind share.

“20 per cent of our luxury car sales at the moment are to people aged 35 and under.  Most have grown up with luxury vehicles or luxury goods as an aspiration, so the desire to own luxury vehicles won’t diminish.  Whilst we wouldn’t target millenials specifically, I think that they are tastemakers and there’s lot that you can learn from them to shift and change your approach to presenting your brand.”

Weimers explains that Lexus has year-on-year sales growth and that long-term return on marketing investment has also increased by 10 per cent.

“You can split out marketing investment that drives short-term sales versus marketing investment that returns long-term brand equity, and that return on investment for the long-term brand equity has actually doubled,” Weimer added.

When it comes to digital, Weimers agrees that the path to purchase through digital has disrupted the path to purchase for car consumers.

“We have a lot of research that says consumers start with two brands.  You add, you subtract, and then you buy something that is completely different to what you started out looking for.  From a marketer’s perspective, you have to work out what the moments are that you need to win, and where you can change consumer’s direction.”

Looking to the future, Weimers discusses the launch of Lexus’ new coupe.

“We’ll be launching a new coupe, the LC500h, a halo car for Lexus.  We’ll also be going back to our roots; great cars and quality customer service.  We want to go back and reinvest to ensure that we do provide the best customer service in luxury cars,” Weimers saids.

This episode was jointly hosted by James Hier, CEO MEC and James Daggar-Nickson, Business Editor and Business Channel Manager SKY NEWS BUSINESS. The full episode, in addition to previous episodes, is available on AANA’s YouTube Channel.

Please login with linkedin to comment

Adrian Weimers Mobile Hub Queen ZenithOptimedia

Latest News

Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]

Digitas Creates Its Own Flavour With Data Driven Beer
  • Marketing
  • Media

Digitas Creates Its Own Flavour With Data Driven Beer

Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life
  • Marketing

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life

As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]

Come From Away Reopens In Sydney!
  • Media

Come From Away Reopens In Sydney!

Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate
  • Media

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate

Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]

Enero’s Q1 Revenues Soar 22.6%
  • Advertising
  • Marketing

Enero’s Q1 Revenues Soar 22.6%

B&T's unsure if Enero boasts Champagne clients on its books, but the corks should be popping on these bubbly numbers.

Vevo Launches New App On Fetch TV
  • Marketing
  • Media

Vevo Launches New App On Fetch TV

Music video network Vevo is for the groovers, the chanteuses, the karaoke kings and the hairbrush mime artists.

Media Chiefs Dissect 10’s Upfronts
  • Media

Media Chiefs Dissect 10’s Upfronts

Judging by this, media bosses liked what they saw from 10's Upfronts. They were ecstatic that Rove wasn't returning.

by B&T Magazine

B&T Magazine
Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty
  • Media

Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty

The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks
  • Marketing
  • Media

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks

Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]

Microphone in front of the sound mixer and computers in broadcasting radio studio. New radio station studio.
  • Advertising

Metropolitan Commercial Radio Ad Revenue Up 12.7% In September

Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific
  • Media
  • Technology

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific

GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]