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Lexus: Cooper Ericksen and Superhero Film

lexus: The prominent role in the Walt Disney Co. movie, the first major superhero film to feature a black actor in the lead role and a largely black cast, is no accident, says Cooper Ericksen, Lexus' vice-president of marketing, according to Toronto Star. To succeed in shifting toward a more sporty, high-performance image, Lexus needs to reach a new audience. The Toyota Motor Corp. brand is trying to use the excitement of that cameo to end a seven-year drought as U.S. luxury sales leader. Read More Nigerian comes to U.S., launches universe of African comic book superheroes Article Continued Below We are going after a younger customer, and just from a demographic standpoint, the younger you go, the more culturally diverse the population gets, Ericksen said in an interview after showing Black Panther-themed clips last week at the North American International Auto Show in Detroit. As the U.S. shifts further away from a majority white country and baby boomers age and retire, companies are scrambling to position themselves with younger buyers who are increasingly non-white. The task to hit our sales plan really comes from bringing a lot of new customers into the brand. ( As reported in the news.