Vehicle Launch Positioning Research

Overview

When Lexus prepared to launch the TX, its first true three-row SUV, we always knew this would be a family vehicle. I was brought in to bring an anthropological perspective to the vehicle positioning and strategy. I designed a quick qualitative study to explore what family life is actually like, both inside and outside the vehicle, and I paired that research with a cultural analysis of how families are portrayed in the TV shows people watch. The work gave the team a clearer positioning, a stronger strategy, and inspiration for the launch campaign.

The question

A three-row SUV is, by design, a vehicle for families. But what does “family” mean to the people who buy one today? How do families move, spend time together and relate to one another, and what do popular stories tell us about the kinds of families people recognize and aspire to?

The approach

I looked at family from two directions. First, I explored family dynamics in the real world: how families live and interact in and out of their SUVs. Second, I analyzed the cultural landscape, studying the family types depicted in popular shows to understand the stories and archetypes that shape how families see themselves. Together, they gave the team a human and a cultural view of the people the TX is for.

What we found

The research gave the TX team a clearer picture of the families they were building for, and it fed straight into the work:

• Positioning: sharper clarity on who the vehicle is for and how it fits into family life
• Strategy: a stronger foundation for the launch strategy
• Creative: inspiration for the launch campaign

More about the launch and campaign (and the outcome of my work!) can be viewed here: https://pressroom.lexus.com/the-first-ever-2024-lexus-tx-three-row-luxury-where-everyone-wins/