Intelligent Choice Campaign

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Intelligent Choice Campaign
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IntelliChoice Partnership with Lexus

• For 15 years, IntelliChoice published the
  award-winning annual, The Complete Car Cost Guide
  a look at how all seven costs of ownership
  impact the total cost of a vehicle.
• While there is much to consider when buying a
  luxury vehicle, when you add these costs up, it
  is plain to see why IntelliChoice has rated the
  Lexus IS, ES, RX, and even LS, with the lowest
  cost of ownership in their class.
• By leveraging these accolades through the
  Lexus/IntelliChoice partnership, helpful tools
  are provided that may put the practical side of
  the shoppers mind at ease as they settle into
  the Lexus theyve been dreaming about.

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Marketing strategy

• Promote IntelliChoice / Lexus accolades such as
  best overall value
• National and LDA Advertising campaign from Mid
  September to November 26.
• Story told via TV spots, on-line banners, email
  blasts, radio, print ads and point of sale
• Designed to help consumers make the intelligent
  choice when purchasing a vehicle.
• Motivate shoppers who are delaying purchase to
  re-consider buying now.
• In these uncertain times persuade intelligent
  shoppers that Lexus is the smartest choice.

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INTELLIGENT CHOICE SHOPPER OVERVIEW

• Logic Shoppers the pragmatic
• Passion Shoppers driven by emotion
• Rational Indulgers majority are discerning
  affluents whose desire for luxury is driven by
  emotion, but who need to justify their purchases
  with reason.

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WHAT THIS MEANS FOR US NOW.

• Lexus owners regard themselves as smart
• Lexus consumers are Rational Indulgers who are
  driven by emotion, but who also need to
  rationalize their purchases
• In this soft economy, the need for
  rationalization with quality and value is
  heightened
• Stay focused on building the overall value
  equation

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Seven costs of Ownership

• Resale Value about 44
• Fuel about 24
• Insurance about 13
• Finance about 13
• Maintenance about 3 - 4
• Reliability about 2 3
• Taxes and fees about 1

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Resale Value

• The amount the vehicle is worth when sold at some
  point in the future. Represents largest cost of
  ownership.

IntelliChoice Highest retained value Near Luxury IS250/ 350
IntelliChoice Smart Choice retained value- near Luxury ES350
IntelliChoice Smart Choice retained value-Sport Sedan GS350/460/450h
IntelliChoice Smart Choice retained value-Luxury LS460/LS460L
IntelliChoice Highest retained value-Luxury crossover RX350
IntelliChoice Smart Choice retained value-Luxury crossover RX400h
IntelliChoice Highest retained value-Luxury Utility GX470
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Fuel costs

• Lexus engines deliver maximum performance with
  the minimum amount of fuel.
• 2nd. Largest cost of ownership.
• www.fueleconomy.gov

IntelliChoice Smart Choice Fuel costs- Sport Sedan GS450h
IntelliChoice Lowest Fuel costs- Luxury crossover RX400h
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Reliability

• A vehicles reliability is based on the number of
  problems experienced over a certain time period.
• Customers can depend on Lexus for unsurpassed
  dependability and reliability.

IntelliChoice Lowest Repair costs-Luxury convertible SC430
IntelliChoice Smart Choice Repair costs- near Luxury ES350
IntelliChoice Smart Choice Repair costs- Sedan GS350/460
IntelliChoice Smart Choice Repair costs- Luxury LS460/460L/LS600h
IntelliChoice Smart Choice Repair costs-Luxury Utility GX470
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Insurance

• 13 of total vehicle ownership costs.
• Features which reduce the risk of accidents can
  reduce overall insurance costs.
• Lexus vehicles provide a rich offering of such
  features
• Airbags
• Daytime running lights
• ABS
• Theft deterrent and engine immobilizer systems
• Tire pressure monitoring system
• Adaptive Front Lighting system
• Rear backup camera
• Pre-collision system
• Lexus Link

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The IntelliChoice Best Overall Values of the Year
for 2008 identifies the vehicles with the best
total costs to own and operate a vehicle for the
first five years of ownership. Selected from over
1,900 2008 model-year domestic and import
vehicles, the BOVY awards recognize the best car
values by class. IntelliChoice's Best Overall
Values of the Year awards reflect the only
data-driven automotive analysis focused solely on
recognizing vehicles that will cost significantly
less to own than other vehicles in its class.
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Best Overall Value

• 2008 ES350
• 2008 RX350
• 2008 RX400h
• 2008 GX470

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2008 Motorist Choice Awards

• Winning vehicles were identified by merging owner
  satisfaction data from AutoPacific's survey of
  new car and light truck buyers and
  IntelliChoice's empirical Cost of Ownership data.
  The result is a new measurement - one that
  represents vehicle ownership satisfaction and
  overall ownership costs.
• By combining IntellChoice's proprietary Cost of
  Ownership data with AutoPacific's comprehensive
  new vehicle survey data, the Motorist Choice
  Awards turns attention to the top 28 vehicles in
  the market that reward their drivers with
  outstanding economic and emotional rewards over
  the time of ownership.

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Lexus Motorist Choice Awards

• Aspirational Luxury Car
• Luxury Crossover SUV
• Luxury Midsize Car
• Premium Luxury Car

• Lexus IS250 AWD
• Lexus IS250 RWD
• Lexus IS250 MT
• Lexus IS350
• RX350 RWD, AWD
• ES350
• LS460

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2008 SmartChoice Lowest Fuel Costs Award Winners

• Which cars have the best gas mileage? As part of
  our annual ownership cost analysis, IntelliChoice
  has identified the cars in each class with the
  best fuel economy.
• Best Luxury Crossover Lexus RX400h
• Best Luxury Sport Sedan Lexus GS450h

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INTELLIGENT CHOICE TELEVISION

• RX Rearrange

IS Nozzle
ES Eye Test
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INTELLIGENT CHOICE ONLINE IS BANNERS
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INTELLIGENT CHOICE ONLINE ES BANNERS
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INTELLIGENT CHOICE ONLINE RX BANNERS
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INTELLIGENT CHOICE lexus.com/IntelligentChoice

• TV and print advertising will be tagged with
  lexus.com/IntelligentChoice
• URL redirect from lexus.com/IntelligentChoice to
  YourLexusDealer.com
• The site will play off the advertising by
• Providing the consumer more detail behind the 7
  Costs of Ownership
• Information about the recent IntelliChoice Awards
  received by Lexus
• Call-to-action Find a Lexus Dealer (by
  entering zip code)

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INTELLIGENT CHOICE Lexus.com/IntelligentChoice
IntelliChoice Awards Downloadable PDF
Consumers are able to click on the circled image
above and directly download a PDF of Lexus
IntelliChoice Awards
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POINT OF SALE BROCHURE

• Key Advantages for In-Dealership Brochure
• Customer Takeaway
• Notes Page for Research
• Space for Dealer Amenities
• Differentiate from the Competition

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LEXUS INSIDER