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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.

Why Lexus shies away from plug-in hybrids

Lexus may have softened its stance a bit from the anti plug-in vehicle ads the Toyota luxury badge ran last year, but at least one executive from the company casts a pretty critical eye towards the concept as a way to cut both emissions and refueling costs. In fact, Lexus doesn't really buy the fact that buyers of plug-in hybrids are really looking to save both gas and the environment, Green Car Reports says, citing an interview at the recent New York Auto Show with Lexus executive Mark Templin. Templin also said hydrogen fuel-cell technology may be a better way to edge towards zero emissions. Templin decried plug-in hybrid technology because it adds weight to vehicles, which contributes to poor emissions figures in the process. He added that plug-in vehicle buyers are motivated more by potential tax credits and solo driving rights in high-occupancy vehicle (HOV) lanes than cutting back on fuel use. Last summer, Lexus ran an supposedly tongue-in-cheek print ad poking fun at how long it takes to charge a plug-in vehicle and how using air conditioning can shorten a car's charging range. Last spring, Lexus had to backpedal from an anti-electric ad it ran that had serious mistakes about hydrogen infrastructure. News Source: Green Car Reports Green Lexus Toyota Hybrid PHEV

Lexus LF-30 Electrified Concept announces the brand's entry in EVs

The star of the Lexus booth at the biennial Tokyo auto show is an extremely futuristic concept named LF-30 Electrified that previews the firm's cars could look like — and be powered by — in 2030. The LF-30 Electrified uses clever technology to take Lexus into the electric vehicle segment for the first time. Lexus has leveraged parent company Toyota's expertise in the field of hybrid powertrains to become one of the industry's pioneers in the segment, but it has always shunned fully electric drivetrains. The LS-30 signals an about-face. Drawing on lessons learned while designing hybrids, engineers developed a 536-horsepower drivetrain that consists of a mammoth, 110-kilowatt-hour lithium-ion battery pack and four in-wheel electric motors that can deliver front-, rear-, or all-wheel drive. Don't let the press images fool you; the LS-30 is huge. It's nearly as long as the firm's LS flagship sedan, closer to a Chevrolet Suburban in width, and it weighs almost 5,300 pounds. It can nonetheless reach 60 mph from a stop in 3.8 seconds, and it can travel for up to 310 miles on one charge according to the overly optimistic WLTP testing cycle. Those figures might be irrelevant, because the driver can become a passenger by turning on the on-board autonomous technology and letting it worry about how quickly to accelerate, and when to charge. There's even a drone that Lexus calls an Airporter that autonomous transports luggage, for example, from in front of the owner's house directly to the car's trunk. Odds are you won't even need to tip it. Traveling in the LF-30 feels different depending on where you're sitting. The driver experiences a new concept Lexus calls Tazuna that draws inspiration from how a rein can create a mutual understanding between a horse and a rider; it sounds similar to what Mazda aimed for with the Miata, which famously channeled Jinba Ittai, or horse and rider as one, but it's a completely different take on it. The driver can adjust the stereo or dial a destination in the navigation system without taking his or her eyes off the road thanks to steering wheel-mounted switches and a large head-up display. The driver feels a lot like a jet fighter pilot, then. The passenger, on the road hand, is traveling first-class thanks to a seat inspired by high-zoot air travel, and a gesture-controlled screen. The rear seats recline, and the folks sitting in them can watch movies on a voice- and gesture-controlled glass roof called SkyGate.