Women are not only buying more cars they are now starting to become the voice of automotive brands. At the debut of its new "F Sport" version of the 2018 Lexus LS, Jeff Bracken, the group VP and General Manager for Lexus announced that actress Minnie Driver is the new voice of the Japanese brand.
"Minnie is an esteemed actress with a recognizable voice that commands gravitas. Her voice lends a modern, sophisticated tone to the brand for global appeal," said Lexus spokesperson Leigh Anne Sessions. "In addition, a strong female voice represents a departure for the brand and further signals the greater brand shift."
We know women are buying more cars: in fact, recent statistics show that females buy more than 50 percent of the cars in the United States, influence 85 percent of all vehicle purchase decisions, and represent 65 percent of the customer base that bring cars into the dealership for service.
Within the past year, Lexus has launched several initiatives focused on their female audience, including an aggressive program for its dealers, called the Lexus Difference, aimed at enhancing the guest experience at Lexus dealerships, to attract and exceed the expectations of women, millennials, and multi-cultural guests.
The company has also recently become the exclusive automotive corporate sponsor of The Women Presidents' Organization. According to Marsha Firestone, Ph.D., WPO founder and president, "Women entrepreneurs are developing and leading highly competitive companies that are growing at greater rates than ever. As Lexus builds its commitment to women in business, this sponsorship underscores the significant impact that women-led companies have on the economy, by generating revenue and creating jobs."
According to Peggy Turner, vice president, Lexus Customer Retention and Satisfaction, "This partnership with the WPO is a win-win relationship for our brand. Not only are we passionate about empowering people to make the world a better place, but by supporting WPO events and community involvement, Lexus will gain insights it can use to refine its dealership environment to appeal more to women while providing a superb overall guest experience."
Women have become a powerful force in the automotive marketplace, and it's exciting news that Lexus has chosen a woman's voice to promote their brand. "Machines don't have emotions," says Driver in the commercial voiceover, "but the rare few can inspire them."
"Lexus' newest models reaffirm the brand's performance, engineering, design, and craftsmanship prowess," says Brian Bolain, general manager, Lexus Marketing. "The LC and LS were built from the ground up to satisfy the most demanding and discerning luxury buyers, and reflect a brand ethos that aligns with the world's best luxury lifestyle brands."
The Lexus 2018 LS 500 F Sport performance sedan is powered by a twin-turbocharged 3.5-liter V-6 engine making 415 horsepower and 442 lb.-ft. of torque paired with a 10-speed automatic, the rear-wheel-drive performance sedan.
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