by David Kiley (RSS feed) on Jun 17th 2011 at 6:55PM

Lexus declares itself Future Proof – Click above to watch the video after the break
Company: Toyota Motor Sales

Brand: Lexus

Medium: TV

Ad Agency: Team One

Product: Lexus Brand

Campaign: “Engineering Amazing.”

What We Like: There is a swagger in the ads, and a tone and creative quality that hearkens back to when Lexus was launching as a new luxury brand in 1989 and 90. Call us car geeks, but we like the stories of how Lexus had to invent new processes, like a 3D loom to weave carbon fiber that is strong enough for its intended purpose. Innovating plastic that can be recycled infinitely sounds pretty cool, too, though we would discourage the company from using the stuff over and over again in its interiors, some of which lately seem to look like they were designed at the Igloo Cooler company. The close of one ad just released, titled “A New Era of Lexus Innovation,” finishes on the track, and gives the brand a youthful energy – not unimportant since the vast majority of Lexus buyers lately also reap AARP discounts. In “Wall,” a Lexus LS crashes a wall of beakers and vials each holding a different “alternative” fuel, such as bio-diesel, algae, liquid hydrogen, and so on. Lexus makes the point that its Hybrid Drive technology will optimize any fuel system on the planet, and that its technology is “future-proof.” That’s swagger.

What We Don’t Like: Lexus has a way of making its ads sound like the brand is the last word in innovation. We guess that’s what they were shooting for. It is, after all, advertising. But it’s hard not to react with a bit of a jaundiced eye when we stop to consider just how pointless the hybrid system actually is in big cars like the Lexus LS. The fuel economy gain is negligible, and at a lot of extra cost. Seriously, $112,250 for the LS600h, about $45K more than an LS460? Want to impress us? Start mating your bigger vehicles to a diesel engine, which would be far more appropriate to the vehicles than hybrids. Also, you could work on the plastics aesthetics on the lower-priced Lexus models.

Strategy: Lexus has a well-known age problem. The age of its buyers has crept consistently over 60, and it muffed its cycle plans by having too many new core models come out at the same time. Some of the vehicles are long in the tooth. This campaign is filled with tech, messages about sustainability, race-track footage. We aren’t saying Toyota is trying to out the brand on roller skates, but it is clearly using story-telling techniques to give fresh life to its innovations. That’s a good idea, and they should keep at it.

“This isn’t just a campaign, it’s a statement that, for Lexus, the best is yet to come,” says Dave Nordstrom, vice president of marketing for Lexus. “It’s not about simply making incremental strides and improvements, but about taking giant leaps in innovation.” These ads and this approach is slated to run through January, so it is a major push to super-charge the way customers think of Lexus.

Grade: B+

Watch five of the commercials after the jump and give the campaign your own grade below.

Filed under: Hybrid, Marketing/Advertising, Technology, Videos, Lexus, Luxury

Tags: ad spotting, david kiley, engineering amazing, future proof, lexus ad, lexus commercial, toyota

@Autoblog

For the past eleven years, Lexus has been Numero Uno in U.S. luxury vehicle sales. Not so in China, where Germanic giants BMW, Mercedes-Benz and Audi lead the pack and Lexus is relegated to a paltry fourth.

One issue is customer service, or rather a level of customer service that fails to differentiate Lexus from its competitors. As business owner and Lexus customer Maggie Lin explains: “Nothing stands out from Lexus’s service. I don’t feel there’s anything special compared with what Audi has been doing. They are more or less the same.”

It’s one of the reasons Lexus’s Chinese arm has sent two of its top managers to the United States to learn how things are done at the brand’s North American operation. According to J.D. Power, Lexus sold just a fifth of market leader Audi’s sales total for 2010. That’s just 49,000 vehicles to the latter’s 236,000. There’s also the issue of consumer tastes.

Takeshi Uchiyamada, Toyota’s Executive VP for Research and Product Development explains: “Consumer needs are not all the same in each market. In China, within the Lexus lineup we’re introducing smaller-engine cars favored by Chinese customers.”

It’s one of the reasons Lexus is bringing the IS 250 sedan and convertible plus the CT 200h hybrid to the Chinese market instead of the big V6 engined sedans and SUV favoured by Lexus’ U.S. customers.

Another problem is Lexus’ reluctance to open a plant in China, unlike its German competitors. The Japanese sourced Lexuses (Lexi?) incur a 25% custom duty and 17% VAT, on top of the recommended retail price and the Chinese government’s engine-size based consumption tax which can be as much as 40%.

This puts them out of the range of the younger (well, younger than dead) buyers the brand so richly needs. John Zeng of J.D. Power explains:

“Toyota insists on producing Lexus in Japan, but if you want to achieve the volume of your competitors, you have to follow your competitors’ strategy. BMW, Audi, Mercedes—they are all focused on localizing production of their models.”

Lexus is hesitant to open plants in China over concerns of the quality of Chinese manufacturing and the potential theft of intellectual property. The brand was also a latecomer to the Chinese market, its first dealership having opened in 2005 after twelve years of imports. Compare this to Audi, which has been the favored brand of Chinese bureaucrats since its introduction to the Chinese market in 1985.

Only time will tell if Lexus can make it as big in China as it has in the U.S., or whether it will remain one of the also-rans in the nation’s burgeoning luxury car market.

By Tristan Hankins

Source: @Carscoop

An exhibit recognized as the world’s largest display of custom cars, the 2011 Tokyo Auto Salon takes place at Makuhari Messe International Convention Complex showing off over 600 vehicles in pure modified trim. Composing as part suppliers of some of those automotive creations come from 300 companies represented at the show. Like many custom car gatherings, even the auto companies themselves realize a presence as these lively events is to a benefit for fostering their reputation. Toyota’s premium car brand Lexus arrived with 5 vehicles at the 2011 Tokyo Auto Salon serving to generate a new level of performance excitement.

Likely to attract the most eyeball and camera phone glances at the display of Lexus vehicles is the one of two IS F interpretations. The first one of these modified Lexus IS F is the Club Performance Accessory model. Created for Toyota Racing Development (TRD), the IS F Club Performance Accessory provides an even more aggressive take on the thrilling V-8 powered sport sedan. Featuring exterior enhancements such as a carbon fiber hood and a more proactive front air dam, a new diffuser is added under the rear bumper. Magnesium wheels, limited-slip differential and titanium exhaust is also well-presented on the Lexus IS F Club Performance Accessory sedan. Inside, the theme of extensive carbon fiber continues to set the heightened performance mood presented as paneling. Sport seats topped in a bright orange serves as the saddle for which a sport sedan adventure seeker rides.

The second of the Lexus IS F sedans is the CCS-R (Club Circuit Sport Racer) edition. Geared specifically for the weekend gentleman or lady racer, the Lexus IS F CCS-R takes street comfort completely out of the equation. Framed with carbon fiber body panels including the hood, truck and spoilers, specialized racing suspension carries all the handling equipment needed for challenging closed road course corners. Riding on stick tires, the Lexus IS F CCS-R incorporates braking, engine cooling, equipment and a mechanical limited-slip differential. Windows on the sport sedan has been replaced with clear polycarbonate while the cabin structure involves a frameless roll cage. Secured in a 6-point safety harness, the driver inside of the Lexus IS F CCS-R holds onto a small diameter steering wheel and paddle shifters.

Going on sale soon, the 2011 Lexus CT 200h will take its place in the Japan-brand luxury marque’s entry-level hybrid. At the Tokyo Auto Salon, a F-Sport version of the small hybrid borrows the spirit of the IS F sedan. Highlighted by a Modellista body kit and Recaro sport seats, the Ultrasonic Blue Mica paint graces the modified Lexus CT 200h. The look of the CT 200h F-Sport is finished off with chrome alloy wheels.

With only 500 examples said to be sold to the public, the one of those rare Lexus LFA supercars is being shown off as a racing version. Finishing 18th overall in the 24-hour of the Nurburgring race last May, the Gazoo Racing built LFA car produces more than 490 horsepower.

Finally, the 2011 Tokyo Auto Salon will present a Lexus LS 460 L outfitted by TOM’S. Becoming Toyota’s official tuner in 1975 shortly after the custom components company was founded, TOM’S work is immortalized in several Toyota and Lexus vehicles creations including a Land Cruiser as well as a Prius. Besides completed cars, TOM’S supplies the Lexus LS with interior, exterior and performance enhancing items including 21-inch forged alloy wheels as well as a speed limiter cut off module that bypasses the factory top speed settings. Information and photo source: Lexus UK via Newspress @Automoblog

Google Search: Lexus Blue Paint, bmw laxxus, 2011 tokyo auto salon, ultrasonic blue mica

Lexus F-Sport CT200h You’ve seen the Toyota GRMN iQ Racing Concept (lucky you!), and now it’s time to divert your attention towards the rest of the Japanese automaker’s wares being shown off at the Tokyo Auto Salon.

First up is the Toyota Prius G Sports Concept, which features the kind of gaping maw only the Mama Cylon could love. Rounding out Toyota’s offerings is the TRD Auris GT Concept, which we think actually looks kinda nifty with its subdued body kit and blindingly bright yellow paint.

Lexus wasn’t left out of the proceedings either, and its machines are arguably more interesting than its mothership’s. There’s the F-Sport CT 200h (a future production model) taking center stage with its unique alloy wheels, body kit and Recaro seats, which is joined by the IS F Club Circuit Sports Racer and a set of Club Performance Accessories for the IS F that include front and rear spoilers and a carbon fiber hood.

Last but certainly not least is the Gazoo Racing Lexus LFA supercar that raced at last year’s Nürburgring 24 Hours race. See both sets of vehicular craziness in our high-res image galleries below, then check out all the details in the press releases after the break.

[Source: Toyota]

PRESS RELEASE

TOYOTA STARS AT TOKYO AUTO SALON

Small in size but big in attitude, a pumped-up, track-ready interpretation of the super-smart iQ city car leads a posse of tuned and tweaked Toyota concept and production cars at the Tokyo Auto Salon. The world’s largest annual aftermarket parts show, taking place (14 to 16 January) gives leading tuning firms and custom car specialists the chance to demonstrate their engineering and design skills, from mild sports accoutrements to the wilder fringes of auto design.

The GRMN (Gazoo Racing tuned by MN) iQ Racing Concept is the latest interpretation of Toyota’s smallest model by its motor sport competition partner. It’s a stand-out model, with its deep front air dam, huge lower air intake and racing wheels, but it is not just about looks: fitted with a tuned- supercharged engine and a roll-cage, it’s cut out for track action.

It has a strong heritage too: Gazoo’s previous iQ concept car was given a limited production run in Japan that sold out immediately in 2009.

G Sports (G’s) have also contributed to the Toyota presentation with Sports Concept version of Prius, with TRD adding an Auris GT Concept. As well as the cars, Toyota is hosting interactive events at the show, including forums with engineers and racing drivers and virtual driving competitions in Metapolis, an on-line community created by Gazoo Racing.

LEXUS SPORTING CONCEPTS AT TOKYO AUTO SALON

The world’s largest custom car show celebrated the sporting side of Lexus at the weekend with five tuned and modified cars on display at the Tokyo Auto Salon.

Even though its public launch is still a few months away, the new CT 200h was revealed in special F-Sport guise, with an array of sporting accessories including alloy wheels, a body kit by Modellista and Recaro sports seats.

It was joined by two new versions of the ultra-high performance IS F: the CCS-R (Circuit Club Sport Racer) and Club Performance Accessory.

The CCS-R is true to the tradition of lightweight track saloons, featuring carbon fibre body panels, including front and rear spoilers, bonnet and boot lid, and a new frameless construction roll cage and polycarbonate windows. Inside there’s further extensive use of carbon fibre for the dashboard, centre console and door trims, while the racing details extend to a six-point safety harness and short-diameter steering wheel with paddle shifts. The car is performance-engineered, too, with racing suspension, brakes, cooling and exhaust, plus a mechanical limited-slip differential and forged alloys shod with slick tyres.

TRD (Toyota Racing Department) has created the IS F Club Performance Accessory, giving the most powerful member of the IS family an even bolder appearance with spoilers fore and aft, a rear diffuser and a carbon fibre hood. Again, more carbon fibre material is used in the cabin, along with sports seats finished in bright orange. Sports suspension and brakes, a titanium exhaust, magnesium wheels and a mechanical LSD complete the package.

Gazoo Racing presented its racing version of the Lexus LFA supercar, which enjoyed success at last year’s Nürburgring 24 Hours race, and TOM’s offered a new interpretation of the LS 460 limousine. @Autoblog

In the two decades plus since Toyota launched Lexus as its premium marque, the brand has spread from its original market in North America to new markets around the world. Karl Schlicht has been with the company even longer: he’s now head of global marketing and product planning for Lexus, and he’s got a big job on his hands.

The trouble is that while North American buyers may want one thing from their luxury automobiles – values which Lexus was built on from the get-go – customers in Europe or Asia may want something else. Satisfying everyone’s taste is no mean feat, but Schlicht’s working on remaking Lexus to that end.

According to Automotive News, the idea is called “progressive luxury”, and it’s already taken hold with the new CT 200h. That’s the direction Lexus is heading, with more sport models and more hybrids. The future that Schlicht and company have in store for the marque involves more “expressive, daring designs” than the largely derivative and bland styling statements on many current and past models, more hybrids, more advanced telematics (navigation and communications) systems, more performance-oriented F and F Sports packages, as well as reaching into new segments.

Along the way, Schlicht says Lexus will need a new coupe to replace the discontinued SC430 as well, and while new crossovers or SUVs could be in the works (in addition to the LX, GX and RX lines), going even smaller than the CT to tackle Mini territory isn’t in the cards.

[Source: Automotive News – sub. req.] @Autoblog

If, like us, you’ve been racking your brain to figure out how Toyota is possibly going to be able to offer the FT-86 anywhere near its price target, Road & Track may have part of the answer for you. The magazine is reporting that the next-generation Lexus IS will ride on a stretched version of the low-dollar coupe’s platform, allowing Toyota to spread the development costs between the two models. With the production version of the FT-86 due in dealerships in 2012, the IS is expected to bow shortly thereafter in 2013.

Of course, this also helps explain some of the IS Coupe rumors we’ve been hearing recently, too.

An added nugget of goodness in this news is that the next-generation IS may be a sharper car in every way thanks to its shared bloodline with the sporty FT-86. Toyota head honcho Akio Toyoda has already made it clear that he would like to see his company’s products return to their sporty roots, and as a result, the new IS should be quite a bit more athletic than its predecessor. Don’t expect to see the Subaru-sourced flat four in the nose of the Lexus, though. Chances are the four-door will still get its power from derivatives of the four- and six-cylinder options currently available.

[Source: Road & Track] @ View the original article here

Filed under: Hybrid, Marketing/Advertising, Videos, Hatchback, Lexus

Lexus is continuing its “Darker Side of Green” advertising campaign for the new CT200h with a new video series. Comedian Whitney Cummings will interview a host of unique personalities as they drive the new hybrid hatch through their home cities. Each episode will focus on a different locality, with hotspots like San Francisco, Miami and New Orleans taking center stage.

Don’t expect the interviewees to be hardcore driving aficionados, either. Instead, Lexus has handpicked a few movers and shakers from each community to spend a little time behind the wheel of the company’s newest hybrid.

The automaker is calling the video series “Darkcasting,” and the interviews will be shot in a total of six cities across the United States. Eventually, the series will be found at the campaign web site, but the impatient among you can check out the quick trailer after the jump. The full press blast is there, too.

[Source: Lexus]

Continue reading Lexus to ‘Darkcast’ mobile talk show in CT 200h [w/video]

Lexus to ‘Darkcast’ mobile talk show in CT 200h [w/video] originally appeared on Autoblog on Fri, 19 Nov 2010 09:59:00 EST. Please see our terms for use of feeds.

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Lexus to ‘Darkcast’ mobile talk show in CT 200h [w/video]

Filed under: Geneva Motor Show, Hatchback, Infiniti, Luxury

Everyone’s getting in on the premium hatchback segment, from BMW and Audi to Lexus and Volvo. According to Autocar, the market will get another addition coming in from Japan, and the UK pub’s sources say it’ll be previewed in March at the Geneva Motor Show.

The long-anticipated compact Infiniti is tipped to potentially borrow its platform from the next-generation A-Class through Renault-Nissan’s alliance with Mercedes-Benz. The Infiniti three-door promises a fresh take on the segment with the Geneva-bound concept car that is expected to closely preview the production version that could bow the following Fall in Frankfurt or Tokyo. Top tip, Frank!

[Source: Autocar | Image: Stan Honda/AFP/Getty]

Report: Infiniti hatching plans for Geneva concept originally appeared on Autoblog on Wed, 17 Nov 2010 07:59:00 EST. Please see our terms for use of feeds.

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Report: Infiniti hatching plans for Geneva concept

Filed under: SUV, Plants/Manufacturing, Crossover, Lincoln

According to the Detroit Free Press, we may see a new small Lincoln crossover crop up sometime soon. Reports indicate that Ford is looking to build another small, fuel-efficient vehicle at the company’s Louisville Assembly Plant, and that the mini-ute will likely sail under the Lincoln banner when it hits the light of day. The goal, according to some unnamed Ford executives, is to have a vehicle below the MKX that can better lock horns with the Lexus RX.

Officially, the Louisville plant will stop producing the Ford Explorer on December 13, at which time the facility will undergo a large renovation to prepare to build vehicles like the Ford Escape. The Freep reports that the small Lincoln is still under development, and that details are scarce as to what buyers can expect to see from the creation. Logic points to something that can seat 5-7 people with power from a four-cylinder or V6 engine and available with either front- or all-wheel drive.

Still, Lincoln has made it clear to dealers that it could be as much as two year before any genuinely new models surface. If that’s true, this machine isn’t likely to see the light of day until 2012 or later.

[Source: Detroit Free Press]

Louisville plant to build sub-MKX Lincoln crossover? originally appeared on Autoblog on Tue, 09 Nov 2010 14:00:00 EST. Please see our terms for use of feeds.

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Louisville plant to build sub-MKX Lincoln crossover?

Filed under: Hybrid, Hatchback, Toyota

The United States Environmental Protection Agency and Department of Energy have released the latest Fuel Economy Guide, listing the most fuel-efficient vehicles available in the States. Once again, the Toyota Prius tops this chart, besting the competition with its EPA ratings of 51/48 miles per gallon city/highway.

Beyond the Prius, the list of fuel economy leaders is rounded out with the usual cast of characters, including the Ford Fusion Hybrid (as well as its Milan and MKZ counterparts), Honda Civic Hybrid, Lexus HS 250h and more. You won’t find Volkswagen‘s oil-burning Golf TDI or Jetta TDI on the list, though, even though their 30/42 mpg is immensely respectable.

As for newcomer EVs like the Chevrolet Volt, Nissan Leaf and Smart Fortwo Electric Drive, the EPA states that “no 2011 model year electric or plug-in hybrid electric vehicles have completed testing as of publication of this list.” Once the EPA decides how it is going to rate electric vehicle fuel economy, we’ll see these vehicles included in the list of fuel economy leaders, and the Toyota Prius will likely lose its first place crown.

[Sources: EPA, AutoblogGreen]

2011 Toyota Prius is EPA fuel economy leader for one more year originally appeared on Autoblog on Mon, 08 Nov 2010 17:28:00 EST. Please see our terms for use of feeds.

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2011 Toyota Prius is EPA fuel economy leader for one more year