Sonnen Lexus

Sonnen Lexus opened in 1990 in one of America’s toughest auto markets—Marin County, California. If anyone knew foreign luxury cars, it was these people. Over two-thirds of the cars in Marin were high-end European makes like Mercedes, BMW, Audi, Volvo, Saab, etc. To make a dent in that market against that audience required something different from traditional dealer advertising.

Lexus Ad 1 Lexus Ad 2
Lexus Ad 3 I designed an introductory campaign of newspaper ads and mailers that tied the quality of the new Lexus sedans (as conveyed by a massive national ad campaign from the manufacturer: “The relentless pursuit of perfection”) to the quailty that the dealer was bringing to the dealership by spinning the theme to “Relentlessly pursuing perfection.”

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