AUDI
BMW
Mercedes Benz
Porsche
Jaguar
Lexus
Land Rover / Ranger Rover
Chrysler
Chevy
Ford
Honda
Toyota
Nissan
Mazda
Mitsubishi
Suzuki
Volvo
Hyundai
Kia
Isuzu
Subaru
Other brands not mentioned
When I had the opportunity to test drive the entire Lexus sedan range, only the LS460 is the odd one out for the entire sedan line of Lexus that actually delivers the "luxury goods"... but still if I have to spend P6M to P7M on a ubber luxury sedan, I would rather still prefer to choose a prestige brand like Merc, or BMW or Jaguar.
"Lexus" still doesn't deliver that feel of prestige in a brand.
Volvo is properly targeting it's market segment. It's shedding it's old image of an old-stuffed-up man's car for a more youthful look and targeting younger buyers as well with it's more sporty look and handling. People who are looking for something European without the usual high price-tag associated with it... and even maybe something "not-german" too. ;)
How about after sales service? Who has the best service here in Manila?
Let us kindly remember that the Lexus locally situated in Fort Bonifacio has opened its doors just recently to the public. It's no wonder that Lexus will still need time to build up their reputation here in the Philippines compared to PGACars or Cats Motors. However, they're pretty well-established in other markets. If we take a global view for it, Lexus IS considered a luxury and that alone pits it against Mercedes-Benz and BMW.
I think Wikipedia's article about Lexus' marketing sums it up the best:
"Industry observers have attributed Lexus' early marketing successes to higher levels of perceived quality and lower prices than competitors, which have enabled the marque to attract customers upgrading from mass-market cars. A reputation for dependability, bolstered by reliability surveys, also became a primary factor in attracting new customers from rival premium makes. Lexus has since grown to command higher price premiums than rival Japanese makes, with new models further increasing in price and reaching the over-US$100,000 ultra-luxury category long dominated by rival European marques."
Can we say that Lexus wasn't supposed to initially go head-to-head against them but simply fill out the gap left behind by luxury and mass-market automobiles? Possibly. But that requires further research.
Lexus is an aspirational brand
aspirational brand definition from Financial Times Lexicon
aspirational brand
A brand that people think is a very high quality brand, which will give them a higher position in society if they buy it.
^^^
moving up from a Toyota or moving down from a Merc
--
aspirational brand kinda like Coach
lower than LV
Lets just say Lexus has its own great qualities... it has its own reasons why it became the top selling brand in the US.... ever think of that? hehehe
lexus are for the people who has already owned tons of bmw audis and mb... people who would like to be differentiated
:D