Hagerstown, MD - In the world of automobile advertising, you must stand out from the crowd to generate interest. For most automobile ads over the years, standing out has meant focusing on the engine, the technology or the street appeal. With its new RX-330 advertising, Lexus has chosen to lead with the leather from Garden State Tanning, Inc.
Garden State Tanning is one of the world's leading suppliers of leather solutions for the automobile industry, with a history of creativity and dependability. For Lexus's entry into the highly competitive luxury SUV market, Garden State knew its role as supplier of the leather seating was going to be critical.
"Lexus needed two things out of its leather for this vehicle," stated Mark D. Lecher, president and chief operating officer for Garden State Tanning. "They needed a leather that was of the highest standards, just like the vehicle; leather that would differentiate the vehicle in terms of luxury and quality. And, they needed a supplier that would be able to deliver for every vehicle exactly what they were spec'ed. We are meeting both of those needs with our new Majesty leather."
With dependable quality leather that stands out in the luxury marketplace, Lexus could then develop with confidence its advertising campaign that leads with leather as a key selling point. Using the leather from Garden State Tanning as a selling point extends to promotional brochures as well.
"The interior is deeply relaxing, and offers a host of options so you can virtually tailor it to your own particular tastes. Will you choose maple wood in beautiful harmony with ivory leather? Or walnut, dramatically offset by black or grey leather? This is not just any leather. It has been specifically commissioned from Garden State Tanning, a world leader in specialist, quality leather for the automotive industry. Lexus believes there is no room for compromise when it comes to beauty and functionality." Lexus RX brochure
Jack Cornish is vice president and general manager of Wilkie Lexus in Haverford, Pa., an Elite of Lexus dealer for 12 consecutive years. He has shown the RX-330 many times, always generating extremely positive comments and praise for the leather, "The leather from Garden State is magnificent. It is definitely a strong selling point for the vehicle. It fits the Lexus image, and that says a lot."
RX-330 advertising is now running on major network programming.
About Garden State Tanning (www.gstautoleather.com)
For nearly seventy years, Garden State Tanning, Inc. has been the proud supplier of the world's finest automotive leather. One luxury nameplate after another has turned to Garden State seeking the ultimate in leather quality, aesthetics and durability. A leader in innovation and development, Garden State engineers and other technical experts work hand-in-hand with customers to conceive, design and develop new generations of leather. Among the automobile name plates currently carrying Garden State leather are Toyota, Lexus, Acura, BMW, Chrysler, Ford, Honda, Lincoln and Mazda.