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Lexus in the UAE: branding, semantics, and accountability
In The Times (Middle East and Asia edition) last Monday, UAE-based Al-Futtaim Motors ran a full-page ad outlining Lexus’s collection of SUVs. For us, this ad raises interesting questions surrounding the handling of global brands by local distributors. Take a look at the ad below: Whilst the visual aesthetic is, without a doubt, boring, what really creates confusion is the headline: “Lexus market leading SUVsNow with complementary insurance” Grammatical errors aside (i.e. “Lexus’s” instead of “Lexus”), it is the word “complementary” that forces us to question what exactly Al-Futtaim are trying to promote. Whilst we find that the notion of complementary insurance (i.e. a bespoke insurance package that is designed to suit the specific needs of SUV drivers in the UAE – whatever they may be) is actually quite interesting, and something that could lead to some highly original co-brand partnerships between auto dealers and insurance providers, we expect that this is not the intended meani
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