• by Barbie Romero , November 12, 2024

Plus, what is Marcus's favorite Lexus car? How is Lexus engaging with the younger drivers?

1. How are you reaching the younger generation of drivers?

Lexus is reaching our younger generation by having a multipath product line up which is both inspirational and aspirational. We also reach the next generation through our participation in experiential marketing events that are non-traditional such as the US Open Surf Championship, Overland / Electrification Expo’s, along with hotel, culinary, and gaming.

2. You mentioned working with dealers and showing them improved ways to reach their customers at a previous DOOH Insider Summit session. Recently, how do you motivate them to try new tech such as AI in their marketing?

Last year we launched Enterprise AI, a milestone that marked the beginning of a transformative era for our organization. We are currently developing generative AI applications alongside various business units including Manufacturing, Sales & Marketing, Connected Technologies, Quality, and more. Additional details concerning how we will support dealers from a marketing perspective are forthcoming.

In the meantime, we have developed a new platform for digital retailing called Monogram, for both Sales and Service. We are currently onboarding hand raisers and assisting them with sustainment post launch. Lexus looks forward to an even faster, more streamlined, and personalized experience for our guests!

3. What’s the best career advice you’ve ever gotten?

There are several great things I have learned from others, but one thing in particular which stood out is everyone’s ability to control their ATTITUDE and EFFORT. You don’t need to be the smartest or most talented to excel at these two basic principles to achieve success.

4. Do you have a favorite or dream Lexus car model?

I love the new 2024 GX that I’m currently driving. It’s a great combination of on-road luxury and off-road capability.

5. What ad campaign do you wish you had worked on? Why?

The ad campaign which comes to mind was the first Apple campaign “Think Different.” This was a thought-provoking ad which also acted as a company theme to spark emotions of creativity, risk taking, and being an agent for change. I find parallels in this ad to our Lexus tagline of “experiencing amazing.” 

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