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Lexus uses mobile site to flaunt Enform updates

February 7, 2012

Lexus' mobile site

Toyota Corp.’s Lexus is using its mobile site to advertise the updates for its Enform application that allows consumers to control components of the car from their phones.

Consumers can use their mobile devices to plan and share trips with friends via Facebook, as well as use mobile apps Pandora and Yelp! that can be controlled from the drivers’ phones. Enform is available for free in Apple’s App Store.

“The strategy behind the app is to establish Lexus Enform as the seamless connection, helping to bridge the gap between your vehicle and the rest of your wired life,” said Bill Kwong, public relations specialist at Toyota, Torrance, CA. “It’s what makes your vehicle a fully-functional media machine.”

Enforcing luxury
The main component on the Lexus mobile site is the advertisement for the Enform. The ad suggests that consumers update their app to be used with Lexus’ newest vehicles such as the GS 2013.

Enform on the mobile site

Consumers can see components in the app via the Lexus site, which offers videos and a tutorial of the Enform app.

One of the main features of the Enform update is that it is now available for the newest Lexus vehicles, including the much-marketed GS 2013.

Updates include the incorporation of the apps Yelp! and Pandora. Consumers can now control these apps from their phones.

In addition, users can plan a trip and send destinations to the Lexus Navigation System in the car using Bing and OpenTable.

Search functions on the Lexus Enform app

Consumers can use the Lexus Enform app to see instructional vehicles, request roadside assistance and locate the nearest Lexus dealer.

“The app is another innovative element in Lexus’ post-sale consumer engagement strategy that is directly in line with the luxury lifestyle-orientation of the brand,” said Scott Forshay, Austin, TX-based luxury and premium mobile strategist.

“The experience of travel is often about its spontaneous nature and the app celebrates this spontaneity, encouraging travelers to discover destinations when the mood strikes, irrespective of time or space,” he said.

“The synchronization with the vehicle’s navigation system effectively illustrates the transitive nature of mobile devices as the persistent interface that allows consumers to navigate an ever-evolving ecosystem of digital touch points.”

In addition, the social sharing aspect of the app allows drivers to share their experiences with like-minded consumers.

Driving down the right path
The integration of mobile with luxury automakers is becoming increasingly prominent.

For example, German automaker Mercedes-Benz is upping its mobile connectivity through an update of its mbrace app that allows consumers to control technology aspects in their car from their iPhone or Android devices (see story).

However, no other competitor offers consumers safety services, live operator services and a comprehensive suite of information and entertainment apps, according to Lexus’ Mr. Kwong.

“The underlying potential negative aspect of the app is that it adds yet another app to the Lexus post-sale branded app portfolio,” Mr. Forshay said. “Multiple apps residing in any of the app stores, whether iPhone, Android, or BlackBerry, can create confusion among the user base and, worse yet, run the risk of being lost in the vast landscape of available apps.”

Indeed, Lexus has a few branded apps in addition to a financial services app (see story).

Many automakers use an app-per-line strategy, but this does not always seem to be the best route.

“In this case, Lexus would be better served by integrating all existing post-sale focused apps encouraging adventurous travel, while also allowing for primary functions like bill payment, service center location and service appointment scheduling all from a central app focused on engaging owners after the sale,” Mr. Forshay said.

Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.