Debbie King

Coals to Newcastle… how about selling Japanese luxury cars to the Germans? Lexus wanted create a series of events for them in what is traditionally BMW, Mercedes and Audi territory.

After workshops with stakeholders and research into their brand values and positioning, it was clear that the key to Lexus' success in this market would be to focus on the customer and their lifestyle, rather than the traditional German priorities of performance, prestige and technology.

Lexus Live, was a 2,000m2  touring experience, and offered the German public a chance to experience Lexus first hand, both as a brand and driving experience.