Lexus高層自招 品牌魅力暫不如德系三強 - 汽車
By Leila
at 2017-03-31T20:10
at 2017-03-31T20:10
Table of Contents
https://autos.udn.com/autos/story/7826/2375919
做為日系豪華車的代表,Lexus雖然銷售表現不斷提升,更是台灣第三大豪華車品牌,但
是畢竟在品牌歷史上與德系三強(MERCEDES-BENZ、BMW、AUDI)差距太大,仍屬於還在上
升階段的品牌,因此難免在豪華魅力上略遜一籌。
即將轉任Lexus首席品牌官(CBO)的現任Lexus總裁Tokuo Fukuichi表示,Lexus現階段在品
牌魅力上確實不如德系三巨頭,因此當務之急就是如何讓Lexus必須擺脫「Toyota旗下高
級品牌」的既定印象,走出屬於自己特色的豪華之路。
Tokuo Fukuichi舉例說,當路上出現壅擠車流時,多數民眾第一眼會先看到的,多半是像
MERCEDES-BENZ之類的名車,而Lexus確實目前還沒有達到像三巨頭如此吸睛、熱門的境界
。
也因此,Lexus近年來積極在投入增加品牌質感以及提升形象的動作。不論是全新雙門豪
華跑車LC的細膩設計及職人工法,加上全新設計的後驅底盤平台,都是品牌想要傳達的新
世代車款科技。
此外,Lexus前陣子還跨出汽車設計領域,發表了豪華遊艇「Lexus Sport Yacht」,除了
搭載了兩具與RC F身上相同的5.0升V8引擎外,並結合碳纖維船體,展現出Lexus可活用在
各種領域上的技術,也傳遞出不同的生活型態。
日前則又揭露一艘名為「Skyjet」的太空船,這艘太空艦也結合了紡錘型水箱護罩及L型
日行燈等家族化設計,將會在法國大導演盧貝松最新的電影《星際特工瓦雷諾》中現身,
藉此宣傳品牌價值。
Tokuo Fukuichi也不諱言表示,不少人都認為Lexus只是高級化的TOYOTA,所以接下來除
了要在產品開發上拉開雙方距離外,更必須要重新定義Lexus,強調出某些特色是只有在
Lexus上頭才看得到的,同時也必須向民眾強調,Lexus所帶來的產品體驗將可能改變車主
的生活風格及眼界
歪L高層也都知道高級TOYOTA這個梗
Lexus還讓人難以擺脫除了內裝和妥善 沒有其他特質的刻板印象
的確仔細想想好萊塢電影置入性行銷Audi>BMW=Benz
好像很少看到主角是用LEXUS當交通工具耍帥的
所以改用太空船來宣傳?
--
做為日系豪華車的代表,Lexus雖然銷售表現不斷提升,更是台灣第三大豪華車品牌,但
是畢竟在品牌歷史上與德系三強(MERCEDES-BENZ、BMW、AUDI)差距太大,仍屬於還在上
升階段的品牌,因此難免在豪華魅力上略遜一籌。
即將轉任Lexus首席品牌官(CBO)的現任Lexus總裁Tokuo Fukuichi表示,Lexus現階段在品
牌魅力上確實不如德系三巨頭,因此當務之急就是如何讓Lexus必須擺脫「Toyota旗下高
級品牌」的既定印象,走出屬於自己特色的豪華之路。
Tokuo Fukuichi舉例說,當路上出現壅擠車流時,多數民眾第一眼會先看到的,多半是像
MERCEDES-BENZ之類的名車,而Lexus確實目前還沒有達到像三巨頭如此吸睛、熱門的境界
。
也因此,Lexus近年來積極在投入增加品牌質感以及提升形象的動作。不論是全新雙門豪
華跑車LC的細膩設計及職人工法,加上全新設計的後驅底盤平台,都是品牌想要傳達的新
世代車款科技。
此外,Lexus前陣子還跨出汽車設計領域,發表了豪華遊艇「Lexus Sport Yacht」,除了
搭載了兩具與RC F身上相同的5.0升V8引擎外,並結合碳纖維船體,展現出Lexus可活用在
各種領域上的技術,也傳遞出不同的生活型態。
日前則又揭露一艘名為「Skyjet」的太空船,這艘太空艦也結合了紡錘型水箱護罩及L型
日行燈等家族化設計,將會在法國大導演盧貝松最新的電影《星際特工瓦雷諾》中現身,
藉此宣傳品牌價值。
Tokuo Fukuichi也不諱言表示,不少人都認為Lexus只是高級化的TOYOTA,所以接下來除
了要在產品開發上拉開雙方距離外,更必須要重新定義Lexus,強調出某些特色是只有在
Lexus上頭才看得到的,同時也必須向民眾強調,Lexus所帶來的產品體驗將可能改變車主
的生活風格及眼界
歪L高層也都知道高級TOYOTA這個梗
Lexus還讓人難以擺脫除了內裝和妥善 沒有其他特質的刻板印象
的確仔細想想好萊塢電影置入性行銷Audi>BMW=Benz
好像很少看到主角是用LEXUS當交通工具耍帥的
所以改用太空船來宣傳?
--
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