Marketing Campaign for All-New 2022 NX Portrays a New Definition of Success
PLANO, Texas – WEBWIRE – Tuesday, January 4, 2022
The rules of success have changed. Its no longer just about getting ahead or the constant grind. Its about prioritizing what truly matters, cutting out distractions and working hard for what fulfills you. The NX marketing campaign, called Hustle for What Matters, is designed to reach those with great ambition who are carving their own paths. It leans heavily into the digital and streaming space in an effort to connect with this busy audience where they are most likely to engage.
With the all-new 2022 NX, Lexus has created a next-generation crossover that prioritizes what matters most to drivers. The NX ushers in the next chapter of design, innovation and performance for the brand. It offers a powertrain to fit every lifestyle and driving preference, including our new plug-in electric vehicle, the NX 450h+. The NX marks the debut of the all-new Lexus Interface multimedia system with available 14-inch touchscreen designed for seamless connectivity and personalization.
The all-new NX is a strong representation of the future of the Lexus brand, and this campaign helps bring that to life, said Vinay Shahani, vice president of Lexus marketing. Redesigned from the inside out, the NX ushers in Lexus next chapter with bold design, connected driving feel, intuitive technology, electrification and unmatched craftsmanship.
Creative Campaign: Find Your Something and Give It Everything
The campaigns seven broadcast spots debuted yesterday with targeted and wide-reaching creative.
- Hustle: depicts new takes on traditional rules for getting ahead and the how the all-new NX prioritizes what matters for drivers
- Get Ahead: shows how the all-new NX helps drivers navigate daily challenges
- Elevate: a pair of Black filmmakers leverage the intuitive technology found in the all-new NX to capture something truly extraordinary
- Defy: focused on the Hispanic audience, it illustrates a journey overcoming obstacles and the all-new NX helping to forge a new path
- Shine: illuminates the all-new NX and LGBTQ talent in a city of lights on a road full of possibilities and refined opportunities
- NX Level: juxtaposing the performance and technology of the all-new NX with the powerful athleticism of humans, these two spots by the same name were created for East Asian and Asian Indian audiences
Media Campaign: Focusing on What Matters
A fully integrated media campaign is designed to focus on what matters most to NX guests, whether they define accomplishment as the ability to travel, taking over the esports world or leveraging technology to create better balance in their lives. Highlights include:
- Twitch: Lexus is taking aspiring Twitch creators for a ride in a Lexus NX, where they will pitch their most unique stream ideas and let fans decide which creator will be given the opportunity to make their stream idea a reality. This is Lexus second collaboration with the interactive livestreaming service Twitch.
- 100 Thieves: In celebration of esports and the determination required to win a championship title, Lexus will develop a graphic representation of 100 Thieves League of Legends Championship win leveraging gameplay data from the epic victory. This graphic will be turned into a one-of-a-kind car wrap for an exclusive, customized 100T x Lexus NX that showcases the connected features and tech-forward design of the all-new NX.
- Google: A custom, Google Cloud-streamed, AR experience brings the all-new redesigned NX to the driveways of YouTube viewers. Its also available on Lexus.com.
- Roku: Lexus is teaming up with Roku in the largest awareness campaign ever through the OneView platform, tapping into Rokus proprietary first-party data to maximize unique omni-channel reach to traditional pay TV.
The Hustle for What Matters TV spots will air during primetime and sports, including the Winter Games, March Madness and NBA. In addition to broadcast, Lexus will reach audiences through social videos featuring some of the broadcast talent, radio and digital. Out-of-home media will include airports, rideshare, ski resorts and billboards.
For more information on the all-new NX, visit www.lexus.com/nx.
About Lexus
Lexus passion for brave design, imaginative technology, and exhilarating performance enables the luxury lifestyle brand to create amazing experiences for its customers. Lexus began its journey in 1989 with two luxury sedans and a commitment to pursue perfection. Since then, Lexus has developed its lineup to meet the needs of global luxury customers in more than 90 countries. In the United States, Lexus vehicles are sold through 243 dealers offering a full lineup of luxury vehicles. With six models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers eight F SPORT models and one F performance model. Lexus is committed to being a visionary brand that anticipates the future for luxury customers.
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Oct 15, 2021 | Business
As the second model of the next-generation of Lexus following the NX, Lexus held the world premiere of the new LX today in the Kingdom of Saudi Arabia and the United Arab Emirates and the reveal video is available online. The new LX, which embodies the brand’s commitment to meeting the diversifying needs and lifestyles of customers, is scheduled to go on sale in Japan in early 2022.
Since its establishment in 1989, Lexus has always been committed to the spirit of innovation and has continued to take up the challenge of providing new technologies and value to its customers. Since its launch in 1996, the LX has been well received as Lexus’ flagship SUV due to its high-quality, ride comfort, and driving performance that can withstand all kinds of roads around the world. This has been achieved by refining the founding concepts of the LX: “reliability”, “durability”, and “rough-road driving performance”. The LX has sold a cumulative total of approximately 500,000 units in more than 50 countries and regions as of the end of August 2021.
The new LX is designed to provide vehicle occupants with exceptional comfort and enrich their life experiences. While maintaining a traditional body-on-frame structure to ensure reliability, durability, and d driving performance, it renews its characteristics by adopting the new GA-F platform, realizing a weight reduction of approximately 200 kg, and achieving a digitally-developed high-rigidity body. The new LX will be available with either a high-output, high-torque 3.5-liter V6 twin-turbo gasoline engine. Electronically controlled brakes (ECB) and an electric power steering system (EPS) are also adopted to ensure customers will be able to enjoy Lexus-unique driving performance to the fullest, both on-road and off-road. These innovations, plus the adoption of two new available powertrains, will also contribute to improved environmental performance, reducing annual CO2 emissions when the vehicle is in use by approximately 20 percent on a global cumulative basis compared to the previous model, thus contributing to the realization of a carbon-neutral society. In harsh off-road environments, to promote a safer and more comfortable driving experience, the instrument panel features Lexus’ first dual display with a 12.3-inch upper screen and 7-inch lower screen, as well as Back Underfloor View, which displays the area beneath the rear part of the vehicle as a world first*. The new LX is more personalized, with the newly added “EXECUTIVE” grade, which is specially designed with four independent seats for elegant and safe travel on all kinds of roads, and the “OFFROAD” grade which is dedicated to Japanese market. In terms of styling, while pursuing a design that contributes to athletic performance and function (a design perspective that began with the new NX), ideal proportions are expressed through a blending of sophistication, power, and presence befitting a flagship SUV. Among other featured technologies, Lexus’ first fingerprint-authentication push-start switch contributes to reducing the risk of theft.
For more information, visit https://global.toyota/en/newsroom/lexus/36143534.html.
Topic: Press release summary
Aug 5, 2021 | Business
As one of the most sought-after Lexus Black Line models, the RX 350 and 450h are back for 2022 with a fresh take on this special edition model. This year 2022 RX Black Line models will be limited to 2,500 units split 2,100 gas and 400 hybrids across North America. With all the finishes of the Premium Package, guests can enjoy a comfortable ride with the unique Black Line touches.
To show off the unique Black Line features, the RX 350 and RX 450h will be available in two exterior colors, including optional Eminent White Pearl and Caviar. When paired with the 20 black wheels and lug nuts, the aggressive stance of the RX comes to life. On the front, the black signature Lexus spindle grille is balanced between the black outer mirrors and black lower front bumper. On the rear, the special edition models feature a black name plate in the lower right of the rear power door.
Inside the luxury crossover, the RX Black Line touches are evident in the black open-pore wood trim and light gray stitching on Black NuLuxe seats. The unique stitching carries throughout the interior on the console, shift boot, steering wheel and the upper instrument panel. To complement the elevated styling, each RX Black Line model includes black floormats, cargo mat and key gloves. The Premium Package is included on all RX Black Line Special editions, which includes Lexus Memory System for power drivers seat, outside rearview mirror and steering wheel.
The new 2022 Lexus RX Black Line special edition is available at showroom floors nationwide. With a limit of 2,100 units on gas and 400 units for hybrid in North America, the U.S. suggested MSRP for RX 350 Black Line starts at $49,450, and RX 450h AWD Black Line MSRP is $52,150.
Lexus passion for brave design, imaginative technology, and exhilarating performance enables the luxury lifestyle brand to create amazing experiences for its customers. Lexus began its journey in 1989 with two luxury sedans and a commitment to pursue perfection. Since then, Lexus has developed its lineup to meet the needs of global luxury customers in more than 90 countries. In the United States, Lexus vehicles are sold through 243 dealers offering a full lineup of luxury vehicles. With six models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers eight F SPORT models and two F performance models. Lexus is committed to being a visionary brand that anticipates the future for luxury customers.
