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Lexus takes aim at electric vehicles, again

Lexus is once again taking aim at plug-in vehicles by emphasizing the perceived challenges of recharging batteries, rather than simply filling up with gas or hydrogen. Only this time, Toyota's luxury division appears to be zigging while everyone else is zagging. Of course, the nameplate can use all the help it can get when it comes to hybrid sales. First highlighted by Green Car Reports, Lexus has added a banner to the website of its hybrid vehicles that says "Always Charged. Always Ready." That's a not-so-veiled shot at plug-in vehicles, a sector where Toyota has minimal exposure. Lexus also notes of its hybrid vehicles that there's "nothing to plug in." Of course, there may be sour grapes at play. Through September, sales of its five hybrid models in the US dropped 17 percent from a year earlier to about 21,500 units, and September was particularly tough as hybrid sales plunged 34 percent to almost 1,800 units. Even so, the third quarter likely represented a record when it came to plug-in vehicle sales. We say "likely" because Tesla doesn't break out its US sales, and not all automakers disclose sales of their plug-ins. We calculate that sales for the quarter were at about 36,000 vehicles, up 38 percent from a year earlier. For now, Lexus doesn't sell a fuel-cell model, though it may sell a fuel-cell version of the Lexus LS full-size sedan. Toyota, of course, offers the Mirai, which has moved about 710 units this year. Lexus has gone down this proverbial road before. In 2014, the brand unveiled a similar campaign that highlighted how long it took to recharge EVs, and was ultimately taken to task by electric-vehicle advocates Plug-In America. Lexus apologized for offending anyone and said it'd review content related to hybrid advertising. Doesn't seem like an apology is in order this time out, but that doesn't mean that it's a good strategy. Related Video: Featured Gallery 2018 Lexus LC 500h View 40 Photos News Source: Green Car Reports Green Marketing/Advertising Recalls Lexus Toyota Hybrid

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 RX Luggage Test (2016-2022): How much cargo space?

This post has been updated from its original version to reflect new information provided by Lexus engineers. There's something seemingly funky going on with the Lexus RX spec sheet, or at least with the cargo capacity measuring method used to populate it with an official cubic-foot number. Basically, the specs say it has 16.0 cubic feet behind its raised back seat. That would be less than a Toyota C-HR, which is a notably cramped subcompact SUV. All you need are eyes to know something's fishy about that. Doing these luggage tests has revealed other car companies also report cargo capacity figures that sell their SUVs short relative competitors, but this is a new low, so to speak.  After a few back-and-forths with Lexus (and several months), plus a revealing glance at the extended length RX L's spec sheet, I came upon the answer: the 16.0 cubic-feet indicated is a measurement of the cargo floor to the cargo cover. The industry norm is cargo floor to the roof. Both numbers are provided for the RX L: 15.26 cubic-feet to the cargo cover and 23.03 to the roof. That's still not a lot for a midsize SUV, but assuming the regular RX is in the same numerical ballpark, it would make a lot more sense given how much stuff you can actually fit inside.  Speaking of which, let's see just how much stuff you can fit inside. It's definitely more than a C-HR. This is a wide, deep space. However, the current RX has a more radically raked roofline than its predecessors, which almost achieves a crossover coupe look. The result is less overall cargo space (and likely a less-than-stellar floor-to-ceiling cargo spec), but losing greenhouse usually effects versatility more. Basically, you can carry a comparable number of bags, but that 52-inch TV will be a tough get.  To begin, I left the cargo cover in place. As in every luggage test I do, I use two midsize roller suitcases that would need to be checked in at the airport (26 inches long, 16 wide, 11 deep), two roll-aboard suitcases that just barely fit in the overhead (24L x 15W x 10D), and one smaller roll-aboard that fits easily (23L x 15W x 10D). I also include my wife's fancy overnight bag just to spruce things up a bit (21L x 12W x 12D). Fitting only the four biggest bags isn't great, but it's also the result of keeping the cargo cover in place (I do this to replicate a situation where you can't just leave it behind in your garage). It also pretty much confirms that 16.0-cubic-foot number.