Business 600 - BMW Vs. Lexus Advertising Campaign

BMW and Lexus are both car industries and they often engage in similar marketing strategies. For example, both company uses Newspaper Ads, Television, Websites for their marketing campaign. However, although they use similar advertising methods, we can find distinct difference in their marketing contents as each targets different customer groups.

For Lexus, We can see their TV Ads has a strong emphasis on the following:
1. Luxury (Build quality inside and out of the car)
2. Reliability (Maintenance required and chance of car having problems)
3. Fuel Efficiency (is the car a gas guzzler or a environmental savior)
4. Ride Quality (Comfort and quietness in the cabin, entertainment system)
From the overall contents of the commercial, we can assume that Lexus is targeting individuals who has an above average stands of living, who values cabin comfort and quietness over a strong engine, who will prefer a car with less technical problems over a car that is fun to drive. From the above assumptions, we can presume the Lexus is targeting a well-refined middle aged professoinals who perceives their car as a reliable daily commuter.

For BMW, their marketing campain's main focus is based on the following:
1. Drivability (Associated with Driving Feel, the sportiness of the car)
2. Performance (How fast the car turns a corner, 0-60 time)
3. Appearance/Sex Appeal (BMW is a sexy car)
4. Brand Name (BMW M-Series = Ultimate Driving Machine)

From the contents of BMW's TV Ads, we can assume that BMW focused their marketing target to be driving enthusiasts and young professionals where reliability and comfort may not be their most important concern regarding buying a car as compared to overall performance and the appearance of the car.

We may get the impression where Lexus spends their technology in making the car comfortable and elegant, BMW focuses their technology on how to make the car more powerful, more aerodynamic, and ultimately, more fun to drive. Also, Over the years, BMW has also established their reputation as one of the best driver's car. the M-series from BMW is a brand name that several other car manufacturers still do not have. Where BMW has set a benchmark in performance, Lexus has set one for its luxury and reliability. By targeting different customer base, they will always remain competitive in the automobile industry.