2010 Lexus RX: Reinventing the Vehicle That Invented It All - ROAD TRIP VIDEO

PHOTO (select to view enlarged photo)
Lexus RX 350

Lexus debuts third generation RX with new reinvention campaign

TORRANCE, CA - February 20, 2009: Lexus celebrates the vehicles that invented an entire category with the launch of the next generation RX 350 and RX 450h, the first hybrid luxury sport utility vehicle.

PHOTO (select to view enlarged photo)
Lexus RX 350
The RX 350, which is available now, and the RX 450h, which will arrive mid-summer, boast new amenities and technology designed with the driver in mind. To highlight the features, Lexus has created a marketing campaign that features broadcast, print and online advertising elements. As part of the broadcast component of the new campaign, the 2010 Lexus RX 450h hybrid will be featured in connection with Conan O'Brien's debut at the helm of "The Tonight Show."

"When Lexus first debuted the RX, we created an automobile that met a much-overlooked consumer need, resulting in the creation of an entirely new class of vehicles," said Dave Nordstrom, vice president of marketing for Lexus. "The next generation RX takes our passion for innovation to an entirely new level. More than ever before, this car is designed with the driver in mind -- from the intuitive interior to the wide angle side view mirror with camera to reduce blind spots."

Click PLAY to watch RoadTrip's exclusive in-depth review of the new Lexus RX

The launch advertising campaign showcases the benefits of the RX while demonstrating how it was engineered around the driver. The television campaign, which debuted on Feb. 16, features three spots, titled "City," "Assembled," and "Intersection." In each of the three (commercials), consumers see the world transformed, or reinvented, in a dramatic way around a defining set of features in the new RX.

PHOTO (select to view enlarged photo)
Lexus RX 450h
The theme of reinvention is continued in national print ads, with each of four ads drawing the reader's attention to how the new RX is reinventing different aspects of the driver's life. Lexus is extending its television audience reach online through ad pods airing on the websites for ABC, NBC, CBS, FOX, HULU and VEOH. The six :30 driver-inspired online ads are meant to evoke viewer interest through humor featuring the RX's amenities.

In addition to the advertising campaign, Lexus will debut dealership audio tours. Consumers will have the opportunity to call 1-877-843-7910, to receive a guided audio tour that highlights the vehicle's features. Dealers will also be hosting RX premiere parties nationwide. Invited guests will be treated to Lexus hospitality and an up-close look at the newly redesigned RX.

The 2010 RX 350 all-wheel and front-wheel drive vehicles have base MSRPs of $38,200 and $36,800, respectively, and are now available at dealerships. Pricing for the 2010 RX 450h will be announced this summer. MSRP does not include a delivery, processing and handling fee of $825.

About Lexus
Lexus is celebrating its 20th Anniversary in the United States. Since its debut in 1989, Lexus has earned a reputation for offering high-quality luxury vehicles and providing benchmark customer service. Lexus now has 226 dealers and has been the top-selling luxury automaker in the U.S. for nine years in a row. Lexus is also committed to the environment and is the leader in luxury hybrid vehicles. Currently, Lexus has three low-emission luxury hybrids available, with a new HS 250h luxury sedan coming this summer. Through its innovative technology and outstanding customer service, Lexus is dedicated to exceeding its customers' expectations.

Get complete specifications on these vehicles:

Complete specifications on these and other vehicles are available at the New Car Buyers Guide!

Home | Buyers Guides For Every Auto Make | New Car Buyers Guide | Used Car Super Search | Total New Car Costs | 2016-1993 Car Reviews Truck Reviews
1996-2016 Automotive News | TACH-TV | Media Library | Discount Auto Parts

Copyright © 1996-2016 The Auto Channel. Contact Information, Credits, and Terms of Use. These following titles and media identification are Trademarks owned by The Auto Channel, LLC and have been in continuous use since 1987 : The Auto Channel, Auto Channel and TACH all have been in continuous use world wide since 1987, in Print, TV, Radio, Home Video, Newsletters, On-line, and other interactive media; all rights are reserved and infringement will be acted upon with force.

Privacy Statement | Size Does Matter | Media Kit | XML SITE MAP | Affiliates

Send your questions, comments, and suggestions to Editor-in-Chief@theautochannel.com.

Submit Company releases or Product News stories to submit@theautochannel.com.
Place copy in body of email, NO attachments please.

To report errors and other problems with this page, please use this form.

Link to this page: http://www.theautochannel.com/