Lexus Cars Come to Life - Online

TORRANCE, Calif., June 30 -- Lexus, the nation's leading luxury automaker, introduces a newly redesigned Web site today featuring more user-friendly navigation and moving images that make the automaker's cars come to life online.

With the majority of Lexus owners using the Internet for research prior to their car purchase, Lexus.com -- which attracts as many as two million visitors each month -- plays an increasingly integral role in the car buying process, said Mike Wells, Lexus vice president of marketing.

"Car manufacturers' Web sites are the primary source of information for new car buyers, but we wanted to go beyond that," Wells said. "We wanted to provide a unique experience that would engage consumers and create an emotional connection to the cars."

To determine how they could best enhance visitors' online experience, Lexus conducted extensive usability research. "What we learned," said Wells, "is that consumers want more than just information. They're looking for a dynamic, multi-dimensional experience; they want to be impressed and excited by what they see."

This insight became the driving force behind the Web site's redesign.

The new site features original photographic animation of each Lexus model in a setting that reflects the "personality" and luxury of each vehicle. For example, the Lexus GX mid-size luxury utility vehicle is set in mountainous terrain with a backdrop of waterfalls and a river. Using flash animation technology, the settings for each vehicle feature subtle hints of motion, such as clouds moving across the sky, leaves falling from a tree or mist rising from the base of a waterfall.

"This attention to detail brings the vehicles to life in a way that's never been done before on any auto manufacturer's Web site," said Wells. "These extra touches draw the user in, giving them a feeling of being part of the setting, which we hope will leave a lasting impression."

The redesign also focused on creating a site even more user-friendly and intuitive, making a user's visit efficient, convenient and effortless. Visitors to the site are greeted with clean, simple designs, streamlined copy, visual continuity of information, and more easily identifiable images and menus.

Throughout the site, users can easily find and navigate the "Build Your Lexus" feature that allows users to create their favorite Lexus model by choosing option packages, exterior colors, interior wood trim and colors, and accessories, while calculating its manufacturer suggested retail price.

The "Lexus Dealers" section where visitors can find and contact local dealerships is given a higher profile throughout the entire site, an important move since Lexus.com is the automaker's No. 1 lead generator for its dealerships. The new Gallery section features larger images of each vehicle model, and like the former site, visitors have 360-degree views of the exterior and interior of all the models.

The financial services section is simplified so that certain features, such as leasing and financing, are on one, simple-to-follow page. The financial services section is also where users can find information on online credit application, a payment estimator and assistance in finding the right Lexus to fit their budget.

About Lexus

Lexus has become synonymous with luxury since its introduction in 1989. By offering some of the finest quality luxury vehicles and providing benchmark customer service, Lexus has become the top-selling luxury nameplate in the United States for three years in a row. Lexus and its 200 dealers have repeatedly achieved the highest honors for both the products they sell and the customer service they provide as rated by the independent research firm of J.D. Power and Associates.