Toyota Under Fire For New Ad Mocking EVs
Automotive brands go to great lengths to make their voice heard in a crowded market. One of their main tools in this strategy is aggressive marketing through ads that compare their brands favorably to rival brands. When executed well with a dash of humor, this strategy can yield rich dividends. The ad war between Mercedes and Jaguar is a case in point. However, when it comes to advertising, there is a fine line that separates healthy rivalry and unnecessary criticism of a rival brand.
When the Lexus brand ran a print ad promoting its hybrid at the expense of battery-electric vehicles, it naturally raised a hue and cry. Drawing a comparison between a BEV and a Lexus hybrid, the ad zeroed in on the inconvenience that – according to the ad – comes from using electric vehicles. Every aspect of using an EV from the time needed to search for charging stations, range anxiety, and the time taken to charge the vehicle, is highlighted in a tongue-in-cheek manner that makes it loud and clear that the Lexus hybrid is better than an EV any day.