A high-impact mailer is being sent to an initial 35,000 prospects who have already responded to a previous mailer or made an enquiry to their local dealer.
But instead of using a hard-sell approach, the mailer positions the marque from a driving experience point of view and does not promote any one model.
"Before people even think about buying a car, we want people to understand our philosophy," explains Matt Button, CRM and marketing manager at Lexus.
More subtle factors, such as the bespoke sound system and additional luxury features, are emphasised in the copy.
"What we're not doing is comparing Lexus to a BMW - rather to a five-star hotel or bespoke suit," said Partners Andrews Aldridge creative partner Steve Aldridge.
The mailing includes a questionnaire inviting recipients to tell Lexus about themselves and what motivates their car purchase.
They can also request a test drive or more information on any of the cars in the Lexus range.
Lexus will then build up a contact programme tailored to the individual.
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