Auto companies have slowly been gearing up towards mobile over the past few years, with many seeing huge benefits from their efforts.  We hear that Lexus has finally thrown their hat into the ring, but not without intense research on mobile practices and how it relates to the consumer experience. Lexus is the first and only car company to participate in a consumer research study lab with the sole aim of understanding and implementing the best mobile-based communications for Lexus guests before attempting to create their mobile campaign.

Perhaps this will set a new standard for national brands, one where planning and patience pays off in a big way down the line.