Lexus RX: Driven for generations

Lexus, an automotive manufacturer, redesigned the popular Lexus RX to maintain leadership in the Mid Luxury SUV model category in America, attract and captivate a younger Asian demographic and increase awareness through a series of celebrity partnerships.

Summary

In 2022, Lexus redesigned the popular RX to appeal to a wider range of luxury consumers—including both younger and older Asian buyers. However, the RX has been around for generations, and the brand needed a new way to talk about the RX's story.

With Lexus, we conducted research on Asian American consumers and found that the Lexus RX's story is not finished—it keeps building on its success and setting new standards. Acknowledging the RX's history and improvements resonated particularly well with collectivist Asians, who value their cultural heritage while embracing progress.

Building on these insights, we developed an integrated...

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