Chapter 4: The Marketing Environment

         Many people have a mind set that Lexus is one of the most expensive cars out there, to a certain extent I agree with this statement but upto a certain point I completely disagree mainly because Lexus has many different models. The Lexus IS250 is the cheapest car that Lexus has to offer. The MSRP for the IS250 is for $34,000 starting. Many people always question why would I go spend over $34,000 when I can simply pay $25,000 for a Toyota Camery, what people need to understand is that even with the lowest class that Lexus has to offer you are getting the same Luxury bases that all the models carry out. What I love the best about Lexus is that their target market is so diverse. Every model they have is suited for every kind of person. The IS250 is mostly made for young drivers, the ES350 is made for families, The RX350 is made for families with kids, and the famous LS460 is the most upscale vehicle that Lexus has to offer. Lexus will never differentiate their customers based upon what they can afford or how they look like and trying to see if they can be able to afford the car, but instead they see whats best suited for their which is a great thing.