Lexus joins advertising war with BMW, Audi and Mercedes

Lexus, a Japanese luxury automaker, just joined the advertising war by directly using BMW, Audi and Mercedes logos and slogans on their ad campaign. Lexus carries this strong statement: “There’s NO JOY, NO PROGRESS, NO ELEGANCE, in paying extra for what should come standard. The Lexus Range. Where optional is standard.”

In a snapshot of the Lexus ad below, they list some of the optional features and corresponding costs for their German competitors which are standard in the Lexus fleet. I must say that the visual representation is clever. But do you agree with the implied message that Lexus is better than BMW?

Source: Lexus South Africa