Lexus vs Benz
Luxury car market in Japan
Summary
Luxury car market in Japan was occupied by foreign luxury cars like Benz, Porsche.
Japanese luxury car brands needed to take some steps for getting market share again.
Then, One of most famous car company "Toyota" stood up to get luxury car market in Japan.
Product differentiation
Lexus VS Benz
Japanese original design Brand image ,status
The best hospitality
The best after service Enclosure strategy
Success in North America The first car brand
Lexus suceed in North America.But It depends on American sense of value and the lack of historical sense.
American people tend to buy splendid goods and items from their eyes without caring historical brand.
On the contray, japanese people tend to buy brand item which is appreciated by a lot of people and from history.
The difference was the reason which Lexus could suceed in North America.
In order to win at Japanese luxury car market,Lexus have to make brand status like Benz.
Benz have a strong brand status as first car brand from a long time ago.
Japanese rich layer who are old man prefer foreign luxury car.
Because They are generation who longed supercarboom which is from foreign luxury cars.
Lexus is trying to sell young rich layer to get brand status.
Lexus strengthes are the best after service and hospitality and japanese original design.
Whether Lexus will get luxury car market in future or not depends the marketing for young rich layer.
Source
http://www.mercedes-benz.co.jp/
Keyword
Brand Luxury car market
