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Lexus remains a case study in how to launch a successful luxury brand from scratch, from how to enlist the best dealers, to how to effectively train dealers and salespeople, to what marketing messages to communicate during the launch. Alfa Romeo and Genesis could have benefited from the lessons the Lexus launch offered.
Lexus remains to this day the most profitable dealership franchise, and has been at the top of the NADA dealer satisfaction studies for 20+ years, followed by Toyota.
Toyota for its part, has been and remains the world's most valuable auto brand; well above Mercedes and BMW.
This is an animation of auto brand valuations between 2006 and 2019
Lexus remains to this day the most profitable dealership franchise, and has been at the top of the NADA dealer satisfaction studies for 20+ years, followed by Toyota.
Toyota for its part, has been and remains the world's most valuable auto brand; well above Mercedes and BMW.
This is an animation of auto brand valuations between 2006 and 2019
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