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Lexus Trying to Tie a Red Bow on 300,000 in 2014 Sales

Luxury brand celebrating 25th anniversary.

by on Nov.25, 2014

Jeff Bracken, head of Lexus, said the brand would sell 300,000 units in the U.S. this year.

Just weeks after suggesting Lexus would sell more than 300,000 vehicles this year, the brand’s top executive revealed how it will make that number: it’s launching its annual, year-end sales drive, which made December into one of the most, if not the most important months on the auto industry’s marketing calendar.

Through October, Lexus has seen its sales increase 14.3%, outpacing the growth of other luxury nameplates in a strong market. Jeff Bracken, the head of the Lexus Division, told the Automotive Press Association in Detroit that Lexus will kick off its annual sales drive next week. But he also noted that rivals such as BMW and Mercedes-Benz have copied Lexus sales tactics.

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“We thought we owned the red bow,” said Bracken. “But now I’m not so sure.” (more…)