Lexus wheels out new ads in bid to dent Mercedes's market share

Article Abstract:

Lexus, the luxury car unit of Toyota, has enhanced its marketing campaigns in Thailand, Singapore and Hong Kong to grab a share of the market from Mercedes-Benz. Lexus held a 1% share of the luxury car market in Thailand in 1996 versus Mercedes's 40%, and it gained 6% in Singapore versus 65% of Mercedes. The firm used customer-service staff, Lexus engineers and repairmen in the new advertisement to emphasize the care it gives even after the car is purchased. Analysts, however, say that the aim of Lexus to become a leading luxury car in Asia may prove futile since Asians are more apt to consider Mercedes as the mark of luxury.

Automobiles, Automobile Manufacturing, Market share, Asia, Daimler-Benz AG, Toyota Motor Sales U.S.A. Inc. Lexus Div.

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Chrysler picks Singapore as location for dealerships, area headquarters

Article Abstract:

Chrysler Corp. announced that it will establish its Southeast Asian headquarters in Singapore. The automaker also signed an agreement with Komoco Auto Pte. Ltd. for a Chrysler dealer network on the island. Company officials chose Singapore over Thailand, Chrysler's biggest market in the region, because of its plan to focus attention on Malaysia and Indonesia. Chrysler Southeast Asia Pte. Ltd. will oversee operations in 15 countries in the Southeast Asian area.

Motor Vehicles, Automobile and Light Duty Motor Vehicle Manufacturing, Management, Foreign operations, Southeast Asia, Chrysler Corp., C, Chrysler Southeast Asia Pte. Ltd.

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