Lexus USA has launched a new site called “Luxury Awaits”. According to a press release, "the website is designed for the women who reach for the first time the world of luxury" and contains editorial tips for a luxury lifestyle from travel to art, fashion and food. The site features a soundtrack from Alicia Keys and attempts at literally explaining what the concept of “luxury” is all about, as well as providing what the company must have thought are tips on how to "blend in" with the luxury consumer sphere.
In my opinion, just because the potential clientèle may be a new premium consumer, doesn’t mean that they need the concept explained to them in such simplistic terms.. which seems to be the only function of this disappointing new website.
