signature premium from Toyota, Lexus, is increasing its range of models to enhance their penetration in the markets in which it is present. If we talk about Japan, Mexico and the united States their sales are very good but there are still markets in which has grow to be a global brand. In Europe their numbers are going to improve year after year and in Latin America are working to be able to challenge Audi, BMW and Mercedes-Benz with guarantees of success.
Currently the presence of Lexus in Latin and South America is confined to the main cities of Brazil, Bolivia, Chile, Peru and Costa Rica. However, this presence is not uniform in all the cities as in some have concessionaires and other agencies for maintenance and repair. Therefore, to improve your positioning and that their sales increase are thinking about to transform and standardise all their points of sales in addition to increasing their number.
If we take into account the sales that the brand has had in the region market share currently has the manufacturer stood at 2.9 percent; if good, and although it may seem very low, the past year stood at 1.9 per cent. All of this has been achieved thanks to the fact that their sales have been located in the nearly 2,100 units throughout the latino market. Compared with those obtained by Audi, BMW and Mercedes-Benz are very few but we must also remember that the positioning of Lexus in these markets is still is above the that you have their opponents (exclusive).
The strategy that will perform signature premium Toyota will rely on three fundamental pillars. The first and most obvious will be the opening of new dealerships in cities that were not present. The second pillar will be the entry of the brand in the argentine market. And to finish the third pillar of its strategy is focused in the launch of new models that do not currently have in your portfolio. With both initiatives, they hope that their presence will improve and your sales to grow at a higher rate.
Source – Lexus