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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.

2020 Lexus RC F Track Edition First Drive Review | Not the hardcore machine we deserve

THERMAL, Calif. — It's been more than 10 years since Lexus launched its high-performance F models. Ten years. After a full decade you'd think Toyota's luxury division would have it figured out by now, but the 2020 Lexus RC F Track Edition isn't the hardcore machine we were hoping for. Maybe our expectations were too high. We saw its lackluster specs at the Detroit Auto Show in January, but you just never know until you get behind the wheel. And while there's a lot to like here — this is the most powerful and track-capable Lexus since the LFA supercar was launched in 2011 — it's quickly apparent that Lexus' engineers were held back from making the RC F Track Edition what they wanted to make. The RC F Track Edition uses the same naturally aspirated 5.0-liter V8 (2UR-GSE) that powered the IS F sedan in 2008 and the standard RC F since 2015. It's the engine Lexus also uses in the LC 500 coupe and the GS F sedan. The company's strict warrantability standards mean this engine is limited to 500 hp, said Yuuichi Tsurumoto, the chief engineer on the RC F Track Edition and the man responsible for all Lexus F models. So supercharging the engine was out of the question. Increasing the V8's displacement to 5.5-liters or more was explored, but then the RC F Track Edition would have been subject to a gas guzzler tax, and that too was deemed unacceptable. The frustration in Tsurumoto's voice was clear. And while the 5.0-liter's output has been increased slightly for 2020, up to 472 horsepower (+5) at 7,100 rpm and 395 pound-feet of torque (+6) at 4,800 rpm, the RC F Track Edition doesn't get any more power than the standard RC F. Both versions of the coupe also continue to use an Aisin-supplied eight-speed automatic, which is essentially unchanged. Lexus is only going to build "around 400" RC F Track Editions, and it will import just 50 into the United States. That's all. Just 50 cars. And they're going to cost $97,675 including a $1,025 destination fee. Who cares about a gas guzzler tax on such an extreme limited run of a $100,000 factory hot rod? In the age of 797-hp Redeyes and 640-hp Cadillacs, the 472-hp RC F Track Edition may not sound like it would be quick, but it is. With its new launch control and shorter 3.13:1 rear-end ratio, Lexus says it can sprint to 60 mph in 3.97 seconds. That's just a tenth or two off the performance of the LFA. Unfortunately, it's also only two tenths quicker than the standard RC F, which Lexus says now hits 60 mph in 4.2 seconds.

Toyota profits up 23% on high US sales, despite mounting legal costs

Toyota earned $9.3 billion in net income in the financial year that ends next month. The number beats earlier forecasts and marks a five-year high for the automaker, with both operating income and revenue up by 9.5 percent and 2.5 percent, respectively. Toyota saw quarterly profit enjoy a year-on-year jump of 23.4 percent, with the manufacturer earning more than $1 billion between October and December 2012. The good news comes in spite of the fact that the Japanese automaker actually endured an operating loss in North America, due in part to legal fees.
Toyota is set to pay more than $1 billion to owners who claim their vehicles decreased in value as a result of the company's recent spate of recalls. Even so, all three of the automaker's brands enjoyed a 13.5 percent sales increase in the US in the last quarter, beating the industry average. Toyota faltered in Europe, however, where it earned $99 million in operating profit last year, compared to $111 million in 2011. You can take a closer look at the company's full press release below for more information.