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Lexus' December to Remember reshaped by the pandemic

After spending the summer convincing consumers to take socially distanced breaks from grim reality, advertisers are now returning to the pandemic as the central focus in holiday shopping campaigns launching this month. U.S. companies from carmakers to retailers are under pressure to make the shopping season a success after retail sales crashed 21% earlier this year as millions of Americans lost jobs and cut their budgets. They face the challenge of convincing consumers to open their wallets for the holidays even as the coronavirus pandemic rages anew across the United States and Europe. As new campaigns roll out, brands feel it is their responsibility to inspire optimism for the coming year, but also empathize with “the hurt that people have,” said Jason Schragger, chief creative officer at ad agency Saatchi & Saatchi. Carmaker LexusÂ’ iconic “December to Remember” campaign, which features cars wrapped in giant red bows on picturesque snowy driveways, will focus on the different role that driveways have played this year, as people sought ways to celebrate birthdays, anniversaries and other milestones despite stay-at-home orders. New TV commercials launching on Monday feature family and friends doing a drive-by graduation party in their Lexus vehicles as a student in a cap and gown waves from her driveway. In another, a man greets his children and grandkids from a distance as they drive by, waving a homemade “Happy Birthday, Grandpa” sign. "We wanted to make sure we weren't showing large gatherings of people," said Lisa Materazzo, vice president of marketing at Lexus, owned by Toyota. "But it's nice to have a live interaction, and that can happen when you're safe in the car and waving from the driveway." Staying connected during the pandemic is the message behind ads for the department store MacyÂ’s, whose window displays and Santaland attraction have been hallmarks of the holidays since the late 19th century. At a time when flying home or hosting big family gatherings can be dangerous, Macy's is focusing on how finding and giving the perfect gift plays an even bigger role in connecting with people you can not see in person this year, according to Macy's chief customer officer Rich Lennox. A similar theme underpins Etsy's commercial, in which a woman who longs to see her grandson opens a gift of a handmade doll that matches a picture he had drawn.

Lexus planning second flagship alongside LS sedan

Lexus is planning to launch another flagship to slot alongside the LS sedan, but we don't know if it will be a coupe or a crossover. The coupe has been the persistent rumor. Lexus showed the two-door LF-LC concept in 2012 and a production model could borrow its underpinnings from the LS sedan. It's tipped to wear the letters LC or to revive the SC nameplate. The previous SC launched in 1991 as a fixed-roof coupe and offered inline-six or V8 engines. It was replaced in 2001 with the SC430 that had a V8 and a folding hardtop. While the coupe idea may seem like the leading candidate, the company's ambiguity is leading to speculation that the new flagship could adopt a different body-style altogether. "We need a flagship," Lexus general manager Jeff Bracken told Reuters. "It doesn't have to be a sedan." "In addition to the LS, there could be another flagship in our lineup," Bracken said. "We'll define what it is in January." The comments suggest something will be revealed at the Detroit auto show and could open the door to a new flagship SUV or crossover. That position is currently held by the LX 570, which is closely based on the Toyota Land Cruiser. However, sales of the LX have been less than stellar. From the 14,000-plus units Lexus sold of the original LX 470 when it launched in the US back in 2000, annual sales have dropped to just over 4,000 the last few years. Mercedes regularly sells over 25,000 of its GL-Class crossovers each year in the US alone. Last year Audi sold 18,000 Q7s here despite its imminent replacement. Land Rover sold nearly 13,000 Range Rovers last year and another 18,000 Range Rover Sports. Meanwhile, Cadillac typically sells between 20,000 and 30,000 Escalades every year, down from the 50,000-60,000 it sold a decade ago. A facelift is due for the LX that ought to spike sales a little, but Lexus will need more than a refresh to catch up with those rivals. In the meantime, it reportedly plans to roll out a three-row variant of the new RX before its lifespan is over. "We don't want to wait for a next generation" to give the RX the added seating capacity many customers are demanding, said Bracken. Related Video:

Lexus LC 500h | Autoblog's 2018 Technology of the Year winner

Each year, we here at Autoblog review and test hundreds of cars from dozens of automakers, but only a few show the kind of technological advancement (whether that's infotainment, active safety features, advanced engine or transmission designs, or novel suspension) required to compete in the Technology of the Year award process. We award an automaker for bringing to the market features, components or an entire vehicle that we feel pushes the industry forward and sets the stage for things to come. For 2018, the Autoblog Technology of the Year award goes to the Lexus LC 500h and its Multi-Stage Hybrid System. For years, hybrids have sacrificed engaging dynamics in favor of improved efficiency. A few high-end models bucked that trend, but nothing truly mainstream felt quite right. Lexus' Multi-Stage Hybrid System is different, marrying an e-CVT that has six virtual gears to a conventional four-speed automatic, resulting in 10 effective ratios. It's as complicated as it sounds, though in practice the difference between it and a standard automatic is nigh imperceptible. You get the benefits of a hybrid — fuel efficiency, part-time all-electric driving — without sacrificing driver enjoyment, all packaged inside a stunning, fun-to-drive grand tourer. We feel the new hybrid system really gives the LC 500h a leg up on the competition, particularly because it pairs long-distance comfort, high performance, and efficiency in a way we feel will really resonate with consumers (and competing automakers, too). Our editors were impressed by just how well the LC 500h passed off duties between the internal-combustion engine and the electric motors, the only real tell that it was in EV mode being the tachometer needle resting at zero. And the regular Lexus LC 500 is also a wonderful car. It's also a step forward for Lexus as a whole. For years, the Japanese automaker was known for solid luxury vehicles that were sedate to a fault. The LFA was a worthy halo car, but it was also basically unattainable to an average well-off buyer. The F performance vehicles (IS F, GS F, and RC F) gave a much-needed kick to the brand but were a bit rowdy and rough around the edges. The LC 500h strikes a more perfect balance that feels truer to Lexus' brand values: It's quiet without being boring, and exciting without offending. It's also green without punishing the driver for it. Lexus paid great care to get the balance of this car right.