Specialists on consumer insights and design trends.

Lexus Design strategy

Automotive premium trends


Client: Toyota Europe Design

Industry: Automotive

The strategic design and management teams of Toyota Europe Design Center wanted to reinforce the brand positioning of LEXUS in the eyes of the European Consumers. In effect, because of the competition of Audi, BMW or Mercedes, the LEXUS perception was not strong enough.


Style-Vision provided an exclusive report on future trends of luxury consumers in Europe. Our team helped to identify a better positioning for the brand aligned with LEXUS core values and different from competitors. We refined and validated our conclusions with a panel of luxury consumers.The positioning was then translated into design strategic directions (color, material, trims and design details).


The perception of the LEXUS brand improved among European consumers and the sales increased accordingly.

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