It's the holiday season! The Lexus red bow tradition is worth remembering
Tradition is an important part of the holidays. Whether its music, lights, movies or shopping for the perfect gift, memories made during this time of the year can last a lifetime.
One notable tradition that has lasted now more than 20 years is the Lexus “red bow,’ a longstanding highlight of its “December to Remember” marketing campaign. Built to recognize the joy of giving, the annual Lexus campaign tries to capture the essence of the season.
This year, Lexus holiday ads highlight the 2024 Lexus GX SUV, the all-new Lexus TX, and a redux of last year’s favorite spot called “Time Machine,” where a family comes together for a special holiday reunion. Each set the holiday season mood.
Pictured: 2024 Lexus TX
“We see people from so many different walks of life, and it’s so satisfying to help someone that’s super appreciative -- and be able to get with them and help them through the process,” said James Rafidi, Hendrick Lexus Northlake (Charlotte, North Carolina) sales associate. “You are a part of helping them, which is really enjoyable. When they see that car -- it’s just really cool.”
HENDRICK LEXUS CHARLOTTE I HENDRICK LEXUS NORTHLAKE (Charlotte, North Carolina) I HENDRICK LEXUS CHARLESTON (SOUTH CAROLINA) I HENDRICK LEXUS KANSAS CITY (Merriam, Kansas) I HENDRICK LEXUS KANSAS CITY NORTH (Missouri) I LEXUS OF PLEASANTON (Calif.)
Teammates at Northlake have done their part, as decorated trees, traditional holiday sights, sounds and yes, big red bows, adorn the many new Lexus vehicles positioned throughout the dealership’s showroom. With holiday music all around, it is a festive scene and adds to the moment.
“One of the things we talk about is celebrating a special day,” said Jay Miano, sales associate at Hendrick Lexus Northlake. “It’s a Lexus and the bow just takes (the celebration) to the next level.”
Special Holiday Experiences throughout the Year
Throughout the year, Hendrick Automotive Group dealerships focus on making customer dealership experiences truly meaningful. When you combine that with a vehicle brand in Lexus that many look to acquire because of a personal milestone, it becomes a recipe for something very special on delivery day.
“When we take them to see their new car, all detailed and ready to go, with the big red bow on it – it feels like they are opening their own personal gift,” Miano said. “It’s so much fun to be a part of that.
“It’s about how people are celebrating, and oftentimes, this vehicle is at the center of that celebration,” Miano added. “Especially if they are buying for a family member, celebrating an event – engagement, child moving onto the next stage of their life. All those things are fun to be a part of.”
Now, add in a holiday surprise or two.
“It’s a special time of the year and an opportunity to help people. It’s nice to be a part of that,” Rafidi said. “It’s also neat to see this happen with family members. We do get to spend a little time with them, and to be able to fulfill a dream they have been trying to accomplish is pretty special.”
This was true for one deserving Hendrick Lexus Northlake customer, who had only dreamed about purchasing a Lexus after a lifelong dedication to others. She worked hard, but was never sure if it was something she was able to realize.
“We submitted everything and she was approved,” Rafidi recalls. “We came out and told her, “Congratulations. This is your new vehicle.’ She didn’t want to believe me and was very doubtful. She kept asking ‘Am I going to be taking this one home? Is this happening?”
“Once we finished everything, we went out to the vehicle,” Rafidi continued. “It was cleaned up and in the delivery room with a big red bow on it. As soon as we opened the door, she started crying. It was pretty cool. It was her first Lexus and truly something special to be a part of.”
Joy of the Season
The original “December to Remember” campaign was to assist Lexus differentiating itself in the market place. At the time, many automotive manufacturers were more in-tune with winter-based themes than the holiday season as a whole. Lexus has carried on that tradition in 2023.
“The focus of this year’s ‘December to Remember’ campaign is to intentionally celebrate the special moments that can’t be wrapped – from thoughtful surprises to making memories with loved ones,” said Vinay Shahani, vice president of Lexus marketing.
At the end of the day, it’s about sharing with each other. Whether its holiday time, a monthly teammate luncheon or special occasion with a long-standing customer, you can’t go wrong when you are focused on the right things.
“It really is a family here,” Miano said. “When somebody is having a special event, everybody celebrates together.”
Merry Christmas and Happy Holidays to you and yours!
HENDRICK LEXUS CHARLOTTE I HENDRICK LEXUS NORTHLAKE (Charlotte, North Carolina) I HENDRICK LEXUS CHARLESTON (SOUTH CAROLINA) I HENDRICK LEXUS KANSAS CITY (Merriam, Kansas) I HENDRICK LEXUS KANSAS CITY NORTH (Missouri) I LEXUS OF PLEASANTON (Calif.)
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