In recent years, women, millennials, and multicultural segments have significantly increased their purchasing power and disposable income. In our work with automotive companies, we found that car manufacturers and their dealers were broadly underprepared to meet (and exceed) the needs and expectations of their new and evolving customers.

Our work began with an in-depth study of the psychology of women buyers and their expectations for the car purchase and service experience. Extending our expertise globally, Fraser conducted a research study for Lexus to assess the highest level of guest experiences across 25 countries and six continents.

We created The Lexus Difference: A training and educating initiative for the US and GLOBAL dealer network. The campaigns for Lexus include a multi-faceted program with local collateral, live webinars, videos, social media calendar and posts; a digital resource library with ad templates; a photo library; insight documents, as well as sales and customer service tips to enhance the experiences of Lexus guests.

As part of the program, Fraser developed partnerships for Lexus to strengthen their brand image and relevance by connecting the brand to influencers like Rachel Zoe and organizing local and national events with groups such as the Women Presidents' Organization, National Association of Women Business Owners, and other luxury brands like Britax and SleepyPod for child and pet safety awareness.

In 2020, Fraser coordinated a first-ever national book drive for Lexus, partnering with UPS and local community organizations like WIC (Women, Infants, and Children) to collect donated children’s books at dealerships across the country and deliver them to families in need.

The results of the Lexus Difference initiative have been striking. 100% of dealerships have participated in the program to-date, and analysis of J.D. Power reporting shows a correlation between dealerships highly engaged in the program and higher overall customer satisfaction ratings. Customer satisfaction among female Lexus guests has also increased since the launch of the Lexus Difference.