US: Lexus hopes December campaigns would secure 300,000 units sales target image

The Japanese premium automaker, a unit of the world’s largest carmaker – Toyota – has deliberately hinted it could see US deliveries rise above the 300, 000 units mark this year.

There’s a catch though, as the company is today third behind German rivals BMW and Mercedes-Benz: the brand’s boss says Lexus is preparing to unveil its annual, year-end sales drive – as December is traditionally one of the most (if not the No.1) important months in the auto industry’s calendar. So far, Jeff Bracken, the boss of the Lexus Division, is content that after the first ten months of the year the brand has outpaced the overall growth of the luxury segment, rising 14.3%. He did point out though that its main rivals took note of the Lexus December marketing strategy and came up with their own alternatives.

According to Bracken, the week between Christmas and New Year’s Day is now one of the busiest of the year as dealerships see a substantial increase in clients that come to take advantage of the holiday period. He says the company keeps a portion of the incentive budget for this all-out push and while he sees an increase in the domestic luxury brands ambitions, the trend in the segment continues to be set by the competitive German rivals. Lexus, ready to celebrate 25 years of existence this year, sees the US market – the largest single market for luxury vehicles in the world – as critical to the company’s success.