Looking For Lexus Marketing Info

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Hi all

I hope some of you can help me. I'm doing a Masters (MBA actually) and for one of the courses I have to write about creation of a brand and how it's communicated internationally. As someone who harrassed his dad (successfully) for 7 years to switch from Mercedes to Lexus, naturally I decided to write about Lexus :D

Now I've hit a hitch... can anyone remember how Lexus was advertised when it first came out? I vaguely recall something about appealing to people who don't feel the need for a flashy status symbol. Anyone remember exactly or got info about any Lexus sponsorship anywhere?

I'm particularly looking for details of what Lexus is doing to make people aware of how good their cars are and persuade them to switch from Mercedes/BMW etc. My dad for example didn't even consider Lexus until he took a test drive just to shut me up :shutit: and he was sold as soon as he switched on the engine!

Hope that's not too vague :duh: and that someone can help...

Thanks

Dev