DETROIT - Toyota Motor Corp. is taking its first steps toward creating a global marketing strategy for its Lexus brand.
The idea of perfection, which has been the crux of Lexus marketing in the United States, will be carried through to all markets. But identical advertising will not.
While Lexus has become the best-selling luxury brand in the United States, it has received a mixed reception in Europe. It is being launched in Japan and the rest of Asia over the next few years.
In December, Lexus' top marketers from around the world agreed to have a consistent Lexus "visual vocabulary" as well as a similar logo, font and overall communication theme, said Mike Wells, vice president of marketing for Lexus' U.S. sales arm.
"The Lexus message will focus on the 'Passionate Pursuit of Perfection,' " Wells said in an interview at the Detroit auto show. "It will be at the top of our pyramid. Perfection is at the core of what Lexus represents, and, worldwide, we will work our way down from there."
But what each market decides to do with the perfection message is up to them.
"What may be common in this country may not be communicate well in Japan," Wells said. "Each individual market will have the opportunity to modify and develop their own theme, making it their local message."