2006 Lexus RX 400h

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2006 Lexus RX 400h
By Amy Gutowski, Pete Rautiola, Dean Kangas,
Gordon Lumbert
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Introduction of the new product

• Main components
• V.6 Engine
• Battery
• Power control unit
• Generator
• Planetary gear link
• Electric motors

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What powers the Lexus RX 400h?

• Start up
• Powered by electric motors
• Acceleration
• Combined effort between electric motors and
  engine
• Cruise
• Engine does most of the work
• Braking
• Energy sent to electric motors and surplus energy
  sent to battery
• Reverse
• Engine shuts down and electric motors are used

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Attributes

• 0 to 60 in 7.3 seconds
• 27-mpg city and 31-mpg highway mileage
• Navigational system
• Backup camera
• Power seats, windows, locks and mirrors
• Leather trimmed interior
• Rain-sensing windshield wipers
• Many other accessories to choose from

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Consumer Analysis

• Current Segmentation
• Psychographic
• Income, Education, Occupation

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• Current Targeting
• Middle age
• Family
• Professional individuals

• Current Positioning
• Larger cities

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Environmental Analysis

• Lighter weight
• Better fuel consumption
• Less emissions
• Reduced break wear
• Less scrap disposal
• Recycling facility
• Goal
• Meet a vehicle material recovery rate of 95 by
  2015

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Competitor Analysis

• BMW X5 Hybrid SAV SUV (not on the market)
• 2006 Ford Escape Hybrid
• Mercury Mariner Hybrid
• Mazda Tribute Hybrid (not on the market)
• Toyota Highlander Hybrid

Mariner
Mazda
Toyota
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BMW X5 Hybrid SAV SUV
Competitor to watch

• V8 Engine
• High performance super capacity capacitors
  instead of lithium-ion or
  nickel-cadmium battery to deliver twice the
  performance
• Has more power than any other hybrid on the
  market
• Does not have a roll out date set

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Evaluation of Current Marketing Strategies

• Promotion
• Hybrid
• Luxury
• Brand equity

• Product
• Hybrid vehicles started in 1899-1921
• Came back in 1965
• Is starting to become a competitor in the
  vehicle market

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Price Comparison
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• Place
• Lexus dealerships
• Internet
• Magazines
• TV (local markets?)
• Billboards (local markets?)
• Radio (local markets?)

• Strength and Weaknesses
• Efficiency
• Suppliers
• Marketing intermediaries
• Customers
• Competitors
• Publics

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Opportunities and Threats

• Demographic
• Economic
• Natural
• Technological environment
• Political
• Cultural

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Alternative Strategies

• More Dealerships
• Allowing Toyota Dealerships to order and service
  Lexus
• Finance options

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QUESTION?