Audi Challenges BMW, Mercedes and Lexus with new Ad Campaign

Audi of America has launched a new advertising campaign that will most likely generate a similar response from the competition in the premium segment. Under the tagline “Car Carrier”, the two Audi commercials feature a BMW owner that goes nuts when he sees a truck full of brand new automotive metal from Ingolstadt.

The driver gets out of his BMW 3-Series through the sunroof and jumps on the truck only to discover that the cars have already been claimed for by people like himself (i.e. desperate to get their hands on an Audi). Therefore, he has no choice but to settle for the passenger seat.

The voice in the ad explains the situation: “More people are leaving BMW, Mercedes and Lexus for Audi than ever before”.

Fact or marketing fiction (we incline towards with the latter), expect to see a reply in the form of a campaign from one of Audi’s rival brands in the very near future. But until then, scroll down to take a look at Audi’s TV spots.

VIDEOS

Read more In Cars

Lexus Loses Big In the U.S.A

It took eleven years for Lexus to earn the title of top dog of the U.S. luxury car market, and roughly the same amount of time for it to lose it. As a result of parent company Toyota’s accelerator pedal recall saga and the fifty percent drop in production capacity caused by the Tōhoku earthquake, old guard automakers BMW and Mercedes-Benz have left the Japanese upstart gasping for air in third place.

According to automotive forecaster IHS,Mercedes-Benz will most probably sell 254,100 cars and SUVs in the States topping BMW’s estimated deliveries of 250,400 units. Lexus is projected to drop to third place with 192,900 sales.
Eric Noble, President of automotive consulting firm The Car Lab, recently told Bloomberg news: “The house was on fire at Lexus before the earthquake hit. If the current situation wakes them up to that, then some good may come from it.”
Though it has sunk a lot of money into the LFA supercar and CT 200h hybrid batch, Lexus’ supposed mainstay models – the IS, GS and LS ranges of sedans – have all been stagnating. Its rivals meanwhile have been ramping up U.S. production, developing new or refreshing older models and sinking hundreds of millions in improving its stateside manufacturing facilities.
Bill Visnic, an analyst at Edmunds says: “Lexus is in a sort of lull in their product cadence. [The Lexus GS] is aging and doesn’t hold a candle to what BMW and Mercedes are doing.”
Though Lexus has long held a strategic position in the U.S. market, its sales outside North America have been lacking. As was the case with Volvo and safety, reliability is now pretty much a given and excellence in customer service has become integral to the vast majority of the world’s luxury automakers. With Lexus’ current woes, the result is, as you’d expect.
As Alexander Edwards, President of consumer research company Strategic Vision says: “For people who were sitting on the fence about Lexus, we saw them remove the brand from the shopping list.”
Take Audi for instance, a long-time market leader in both Europe and China. The brand’s recently revamped A6 model is doing well overseas, and the German automaker hopes it’ll have similar success stateside. Alexander Edwards again:
“The most interesting change hasn’t been with those three, but with Audi. Audi has seen very strong movement forward, capturing some aspirational [sic] interest among Gen-Y buyers, the younger consumer group that everyone wants to attract.”
The battle lines have been drawn, and three titans are ready to fight for the number one spot in 2012. Unfortunately, it looks as if Lexus will not be one of them.

GALLERY

Read more In Cars

BMW 3-Series Still Top Dog despite Strong Competition

In the ingloriously named, “small premium car segment”, the BMW 3-Series is king. A good all-rounder with sporting pretensions and cred, a nice assortment of engine and equipment options, and perhaps most importantly, a variety of body styles including a coupe and station wagon derivative that have ensured its market supremacy.

All 3-Series models are doing their bit to keep sales high. According to a study released by R.L. Polk & Co., from 2008 through this past February, the 3-Series sedan covered around 60 percent of the model's retail registrations, with the coupe, convertible and station wagon versions accounting for the rest of the sales.

Read more »

Sic…Lexus Becomes Official Supplier to HSH Prince of Monaco who will use an LS Hybrid for his Wedding

For those who still believe in the institution of monarchy and the legitimacy of kings, queens and royalty in general in this day and age (…some 2,500 years after the Athenians gave birth to democracy), 2011 will be marked by the royal weddings of Prince William to Catherine Middleton, and to a lesser extent, Prince Albert II of Monaco to Miss Charlene Wittstock.

If you wondering what all this has to do with the world of automobiles, Lexus’ European division announced today that it has received the royal stamp of approval from His Serene Highness [HSH] Prince Albert II of Monaco. The latter appointed the Japanese automaker as the official supplier of luxury cars to the blue-blooded residents of the Sovereign Prince of Monaco.

Read more »

Lexus LF-Gh Concept

Today’s the day for Lexus to formally lift the wraps off its new LF-Gh hybrid concept ahead of its global debut at the 2011 New York International Auto Show, which runs for the public from April 22 to May 1. The Japanese firm’s latest concept is for a premium grand tourer that previews a new design direction for the next generation of Lexus models.

Even though Toyota’s luxury division won’t say it, the LF-Gh’s also hints at a replacement for the GS given the proximity in size between the two models as the concept measures 192.5-in. long, 73.6-in. wide, 57.1-in. tall while riding on a 112.2-in long wheelbase. In comparison, the current GS is 190.7-in long, 71.7-in. wide, 56.1-in tall and rides on the same 112.2-in long wheelbase.

Lexus says that through this exercise, it redefines its L-Finesse design philosophy, which debuted in 2001, adding that it represents a bolder styling that “unites hard and soft; and energetic and soothing elements”. Needless to say, the LF-Gh has borrowed many styling elements from Lexus’ first supercar, the LF-A, including the body surfaces as well as the shape of the tail lamps, headlights and front grille.

“Customers have been waiting for a bold concept like this from Lexus,” said Mark Templin, Lexus Division group vice president and general manager. “We look forward to their feedback and integrating some of these exciting design features into future Lexus vehicles.”

We only get a glimpse of the interior in these photos, but from what we can tell, the LF-A also played a role in the styling of the cabin and dashboard. According to the Japanese automaker, “it is an interior designed to respond to the needs of customers who know true quality, and are particular about details”.

The only information we get about the powertrain setup is that the LF-Gh features a hybrid propulsion system.

More details will be released next week during the car’s world premiere at the New York Auto Show.

GALLERY

Read more In Cars

2011 NYIAS: Lexus CT 200h

Making its debut at the Big Apple is a concept for a high-performance version of the Lexus CT 200h hybrid hatchback conceived and executed in partnership with Fox Marketing.
Starting with a production CT 200h, the tuner modified the 1.8-liter gasoline engine by adding an Eaton supercharger along with a Climax Racing intake manifold and a Yonaka air to water intercooler among other upgrades to push output to an estimated 300HP. Additionally, Fox Marketing said it has boosted the factory batter power, but did not provide further details.
To improve handling, Lexus’ entry-level model gained new springs, an upgraded brake systems from Baer with 13-inch rotors and four-piston calipers, and 20-inch alloy wheels shod in Toyo T1R tires size 225/30 20 up front and 255/30 20 at the back.
Cosmetically, Fox Marketing added a new wide body kit with three-inch fender flares, new bumpers and a large rear diffuser along with a bespoke paint job. As for the interior, there are custom LED Lexus logos in the door panels and Yonaka Ronin racing seats trimmed in black leather with red stitching.

GALLERY

Read more In Cars

2011 NYIAS: Lexus CT 200h Supercharged to 300 Horses

Making its debut at the Big Apple is a concept for a high-performance version of the Lexus CT 200h hybrid hatchback conceived and executed in partnership with Fox Marketing.

Starting with a production CT 200h, the tuner modified the 1.8-liter gasoline engine by adding an Eaton supercharger along with a Climax Racing intake manifold and a Yonaka air to water intercooler among other upgrades to push output to an estimated 300HP. Additionally, Fox Marketing said it has boosted the factory batter power, but did not provide further details.

Read more »

California Set to Slash Lawmakers' Vehicle Costs in Half, No More Freebies

In an attempt to help reduce California's $26.6 billion deficit, the state's Citizens Compensation Commission has decided that members of the Senate and Assembly who drive state-sponsored vehicles will have their annual vehicle costs cut from $7,453 to $3,600. That boils down to $300 per month for expenses (gas, insurance, etc.), and oh, they'll have to drive their own cars as of December…

California lawmakers average an income of $131,000 per year before retirement benefits, and reducing vehicle costs is one minor cut that's being made for the betterment of the whole. Some people thought the measure was a bit too broad, not taking into account lawmakers' locations.

Read more »

A Detailed Video Look at Lexus’ New LF-Gh Hybrid Sport Saloon Concept

One of the star attractions of next week’s 2011 New York International Auto Show will be a new concept model from Lexus called the LF-Gh Hybrid. We’ve already brought you the first details and photos on the sedan study, but now we’ve got official footage of the LF-Gh. Those of you looking to catch a glimpse of the concept model on the move will have to skip through towards the end of the 7-minute long clip. Read more »