Selling The Lexus Hybrid SUV

Selling The Lexus Hybrid SUV
Innovation
Guy Brighton
  • 26 september 2005

When Lexus were planning their new hybrid SUV, they asked a focus group why folk will buy it. The answer wasn’t about saving the planet – the group told the automotive makers that it was about convenience: not having to stop so often to fill the tank. This was more important, to the group, than the fuel savings and the enviro-efficiency of the car.

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