Lexus Targets German Rivals in Print Ads

German luxury manufacturers have fallen right into the sights of Japanese carmakers in recent weeks, after a sort of guerrilla war started at the Goodwood Festival of Speed between Nissan and Porsche. The most recent battle is being waged in South Africa, where Lexus threw the first stone at the Germans' practices.

The weapons of choice for Lexus in the print ads are the optional features fitted on German cars. Meaning, in Lexus' view, just about everything except the engine, wheels and steering column.

As most of you already know, Germans are not so keen in fitting the cars they produce with state-of-the-art technologies without adding a few digits to the price tag. A practice the Europeans have gotten accustomed to and, in their majority, embraced.

Lexus has a different view though. Their strategy is simple. Given two cars, pretty much identical when it comes to performances, what is the element which makes the difference? The price?

No. Not the price, but what you get by paying that price. Lexus advertises its cars as being equipped, as standard, with features Germans offer at an extra cost.

Now, unlike what happened in the case of Nissan's campaign, there's little German manufacturers can complain about here. Because, at least at first glance, there's no name mentioned in the ad. But look closely. Look at the charts featured in the ad. You will notice three very, very well known logos.

And then, there's the tagline: “There's no joy, no progress, no elegance in paying extra for what should come standard."