It's not often one has cause to pity German car makers - especially the ones at the upper end of the car market - but the premium Germans have been coming in for a fair bit of flak from their rivals recently.
Hot on the heels of Nissan GB's advertising attack on Porsche, Audi and BMW, Lexus is using the South African market to tear into is prestige German rivals.
In an online campaign that highlights the steep prices of the optional-extra gadgets and gizmos on Audi, BMW and Mercedes cars, Lexus uses a combination of pie charts and Venn diagrams to explain its points. Look closely (or not so closely) and you might see a certain familiarity to the shapes of the graphs...
It might be a little childish, but it was enough to elicit a small titter in this office.
And we might forgive Lexus a little cheekiness - it's having a hard time in the US at the moment, where the 'runaway throttle' debacle means it is on the verge of losing its number one slot in the luxury segment to Mercedes-Benz.