Helping Lexus Dealer Association continue to increase Asian-American market share

Lexus, long successful in the Asian segment, wanted to continue to increase market share in core Asian-heavy DMAs, via campaigns throughout the year (core model months and seasonal sales events).

Background:

The Lexus Dealer Association (LDA), long successful in the Asian segment, wanted to continue to increase market share in core Asian-heavy DMAs, via campaigns throughout the year (core model months and seasonal sales events).

Objective:

Increase action rates on lexus.com and dealer sites (dealer site visits, location search, etc.)
Lift foot traffic to dealerships

Idea:

Target Chinese, Korean and Asian Indian luxury auto intenders, “move-ups,” and “move-overs”
Los Angeles (LA), San Francisco (SF), Boston (BOS), Washington D.C. (DC), New York (NY)
Core models and seasonal sales events

Higher conversion rates in all segments than benchmark

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