Marketing Currents - Business and Marketing Current Events

Lexus steers toward wellness with luxury road trips


Lexus aims to show how its 2021 IS sedan can be part of a complete lifestyle of health and well-being with its “Retreats in Motion” experience. Amid studies showing that many Americans are stressed from the pandemic and worried about the future, Lexus’ luxury road trip can provide a much-needed respite to prospective car buyers or fans of the vehicle brand. 

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Discussion Questions:

  1. What is positioning?
  2. How is Lexus positioning the brand with this campaign?
  3. Why do you think Lexus chose this particular positioning strategy?
  4. What is a brand?
  5. How might this story illustrate the concept of branding?
  6. How would you describe the Lexus brand?
  7. How might a tagline impact a company’s branding efforts?
  8. What is the tagline for this campaign?
  9. Why do you think they chose that as the tagline?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.