Promotion
The marketing: Ghosn laid down only one condition for the marketing team - they could not
use any form of conventional marketing. This led to a series of unconventional and innovative
ideas that created a hitherto unknown hype around the car.
I’ll just mention the most prominent of their teasers for the sake of brevity. First, they leaked a
picture of the car’s logo through blogs and social networking sites. The logo spread through the
web and acted as an effective teaser before the launch (which was scheduled for the Tokyo Auto-
expo 2007). Another innovation came in the form of a manga (graphic novel) with a story based
on the car and they decided to publish this along with the car’s launch. Further, they got in touch
with Polyphony Inc., the software company which makes the Gran Turismo series of games for
the Playstation and offered them the car’s design and specs to be included in the next version of
Gran Turismo. Polophony agreed to launch the new game on the same day of the launch and also
to unveil the car online in the Gran Turismo website.
The manga based on the GT-R
GT-R
On the day of the launch came the masterstroke. At the auto-expo, a video clip of two laps
around the Nürburgring was shown. FYI, the Nürburgring is a world famous track in Germany
where the best of sports cars are tested. The first car to go around the track was the Porsche 911
Turbo. The second was the new Nissan GT-R and it broke the Porsche’s timing to be greeted
with thunderous applause from the crowd and an immediate flurry of media reports. A few
seconds later, Ghosn walked in proudly with the much awaited new Nissan GT-R which had
beaten the Porsche 911 in its home ground.
Needless to say, the car went on to become a grand success and Nissan has successfully created
another legend. What we can learn from the story of the GT-R is this – if you have already
created a great product, its successor can become even greater provided it is a good product, and
you entice the public with a few marketing gimmicks.
Services
Lexus has become known for efforts to project an upscale image, particularly with service
provided after the sale. The waiting areas in service departments are replete with amenities,
ranging from refreshment bars to indoor putting greens.[201][202] Dealerships typically offer
complimentary loaner cars or "courtesy cars" and free car washes,[202] and some have added on-
site cafes and designer boutiques.[203][204] Service bays are lined with large picture windows for
owners to watch the servicing of their vehicle.[205] In 2005, Lexus also began reserving parking
lots at major sporting arenas, entertainment events, and shopping malls, with the only
requirement for free entry being the ownership of a Lexus vehicle.[206] An online owner
publication, Lexus Magazine,[207] features automotive and lifestyle articles and is published online
monthly[208] and on a mobile site.[209]
Since 2002, Lexus has scored consecutive top ratings in the Auto Express[210][211] and 76,000-
respondent Top Gear customer satisfaction surveys in the UK.[212] Lexus has also repeatedly
topped the 79,000-respondent J.D. Power Customer Service Index[213] and Luxury Institute, New
York surveys in the U.S.[214] As a result of service satisfaction levels, the marque has one of the
highest customer loyalty rates in the industry.[215] To improve customer service, employees are
instructed to follow the "Lexus Covenant," the marque's founding promise (which states that
"Lexus will treat each customer as we would a guest in our home"),[216] and some dealerships
have incorporated training at upscale establishments such as Nordstrom department stores and
Ritz-Carlton hotels.[217]
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