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Mktg 2

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  • 1. John Riddle
    A00763173 RMGT 1A
    Lexus F-Sport Performance Accessories
    The primary marketing challenge facing Lexus would be to try and beat others already in the aftermarket performance market. The products they are offering have direct competitors, and lexis may suffer due to there products not being as aggressive or rewarding (performance wise).
    Lexus will also have to try to pull new customers in by projecting to older customers, that it is alright and safe to modify their cars.
    People who plan on doing all there own work are more than likely to find their aftermarket products elsewhere because of the price and the fact that there are better products out there.
    I think their program will be a success most other company’s who have a performance division of there brands (AMG, P-CARS, M, S AND RS, SVT, SRT, TRD) don’t have problems selling products. Having the warranty is a very useful selling tool.

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