This idea is much bigger than a media execution or an ad. We seamlessly integrated and developed with automotive websites credible consumer content and marketing messages: Permanent homepage placement, CPO Resource center and all manufacturer CPO vehicle search tools exclusively and politely branded by Lexus. Traditional banners only played a supporting role. We feel this approach represents a step forward in how advertisers and media planners will reach their consumers in the future.

Driving highly qualified shoppers into dealerships paid off. In the first two months of the “Third Category” launch, Lexus increased CPO sales 30% versus prior year. Further, Lexus had the highest market share gain in the category (+14.5%)–comparatively, category leader BMW lost share (-6%). (Source: Autodata, Feb. 2004)