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Automotive
(02)
Cultural Insights for Electric Luxury Automotive
When Lexus launched the RZ, its first electric vehicle, the strategy team needed a way to position it in a market where it wasn’t…
Lexus
2024
(01)
Vehicle Launch Positioning Research
When Lexus prepared to launch the TX, I was brought in to bring an anthropological perspective to the vehicle positioning and strategy. The work…
Lexus
2023
(02)