Lexus eyes Taiwan 'elite'

Lexus has debuted its new LS460 model to select consumers ahead of the media in a bid to establish a sense of exclusivity around the new car, its first offer in the larger long-wheelbase category currently dominated by the Mercedes Benz S-Class range and the BMW 5 series.

In a first for Lexus, on each day at a special seven-day event, 36 couples received a chance to experience the car before the official media.

The couples, who were selected by the dealerships as prospective buyers of the car, were invited to test drive both the LS460 as well its major rivals in a special package at Taiwan's Lalu hotel designed to create a relaxed atmosphere that included an overnight stay and a firework display.

Allowing consumers to experience the car first helped Lexus build a brand promise of personalised attention and privilege, explained Allen Lin, general manager of Saatchi & Saatchi Taiwan, the agency working on the launch.

Although the event generated considerable sales for the new car, the main aim was a launchpad for a branding campaign initiated by word-of-mouth buzz, Lin added.

Specially selected business leaders and opinion formers have also been invited for a second staging of the press launch, due to be held at Media's presstime, in which five-metre tall images of the car would be projected onto a water screen.

Saatchis has also launched a teaser ad and at presstime was about to start production on two new TVCs that will form part of a sustained thematic campaign. The launch of the LS460 will also trigger an overhaul of Lexus' website in Taiwan to reflect the car's status as the flagship car in the Lexus portfolio, although Lim declined to disclose details ahead of the site's relaunch.