Lexus Marketing Mix

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Marketing Mix of Lexus analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Lexus marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Lexus Marketing Mix:


The product strategy in Lexus marketing mix can be studied by understanding their entire range of cars. Lexus has manufactured cars under various categories:

Sedans: Models include IS, ES, ES Hybrid, GS, GS Hybrid, GS F, LS

Lexus SUVs: Models include NX, NX Hybrid, RX, RX Hybrid, GX, and LX

Lexus Coupe: Models include RC, RC F

Lexus Hybrids: Models include CT Hybrid, NX Hybrid, RX Hybrid, ES Hybrid and GS Hybrid

F Performance: Models include RC F, GS F, LFA, F /F Sport. The F performance division are the high performance vehicles

Lexus have their cars spread across USA, Europe and are slowly trying to establish themselves in growing marketing across the world.

Image: pixabay


Being a Luxury division of Toyota the prices of Lexus are towards the higher end. Prices range from $35,000 to $90,000 but their F performance vehicles start from $90,000. In India their prices are going to range from Rs.15 lakh onwards. Like their parent company Toyota they always provide customers high quality automobiles at low prices satisfying customer needs. Also, their profits increase because of the features they offer at their affordable prices. Thus, the pricing marketing mix strategy for Lexus is dependent on the market it is catering to, type of car and competitors. The price also varies with the features and after sales services offered.


Lexus makes use of a number of retailers and dealership outlets for distribution of their products so as to reach maximum customers. For distribution they use showrooms, exhibition centers or even special events. The company relies heavily on dealerships to sell their products to potential customers. Lexus has its presence in over 70 countries worldwide. Lexus brand vehicles are distributed through a network of approximately 170 sales outlets. The sales staff at each of these outlets are highly skilled in not only sales but also product information, data collection, finance and order taking. Owing to their quality and reliability, they have maintained these networks over the years.


Lexus being a luxury brand has always promoted its features in a unique way through its advertisements. They portrayed the features like precision, perfection, relentless, balance, smooth, etc. They even came out with a campaign of gifting your loved one a new Lexus. Owing to these marketing strategies their perceived value went up and as they had comparatively lower prices compared to competitors they attracted many customers to upgrade from mass market cars. Lexus' promotional strategy under marketing mix focuses on showing the brand as an aspirational product which targets the affluent customer. With increase in competition and newer models they have changed their marketing campaigns but always managed to maintain their quality and affordable prices. Besides ads they have also endorsed various sporting and charity events. Some of the events include the Grand Slam from 2005 to 2009, Golf Association U.S Open, U.S Women’s Open, U.S Senior Open and U.S Amateur tournaments. Lexus also hosts charity events every year. They even endorsed some sports’ celebrities. Lexus has their own merchandise and magazine attracting many customers. Through all these marketing initiatives they have managed to retain their customers and acquire new ones. Hence, this concludes the Lexus marketing mix.

About Lexus:

Toyota, the Japanese car manufacturer developed vehicles under 5 major brands, Lexus was their Luxury division. Lexus is known in over 70 countries worldwide and is ranked 10th worldwide in market value. Having its headquarters in Japan, it has the largest customer base there. They manufactured premium sedans, coupe, convertibles and SUVs under their brand. Lexus has a division called Lexus F marque for their high performance cars.


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