Just in Time for First Day of Spring: Survey Provides Rx for Spring Fever
For Spring Launch of the New RX 330, Lexus Surveys Americans for Their Prescription for Spring Fever
TORRANCE, Calif., March 18 -- It's that restless, pent-up feeling inside that you just can't shake. Or maybe that slow-moving idleness that has you floating through the day. But don't head for the medicine chest. You have spring fever.
This Thursday, March 20 is the first day of spring, and each year millions of fidgety Americans greet the vernal equinox with a restless edge. So for the launch of the all-new 2004 RX 330 luxury utility vehicle -- which will arrive in dealer showrooms just in time for spring -- Lexus asked 1,000 Americans (ages 18 and up) in a national survey*, "What's your Rx for Spring Fever?"
Of those surveyed, a full 78 percent believe that spring fever does exist, and 70 percent say they've experienced firsthand the effects of spring fever.
But unlike other maladies, they're not seeking a cure. When asked if there were a pill to prevent spring fever, would they be interested in trying it, an overwhelming 89 percent said no.
"Americans told us loud and clear," said Denny Clements, Lexus group vice president and general manager. "'Don't take away the itch of spring fever; give us something to scratch it with.' Naturally, we think a drive in the new RX 330 would be a great way to help scratch that itch."
And it looks like the Lexus prescription is right on the mark. Hands down, Americans believe the best cure for spring fever is the great outdoors -- activities that allow them to bask in the glory of more sunshine after a dreary winter spell.
According to a national survey of 1,000 Americans (ages 18 and up):
The Best Rx for Spring Fever:
1. Barbecue/picnic (24%)
2. Beach (18%)
3. Road trip (13%)
4. Outdoor sports (11%)
5. Baseball game (8%)
6. Golf (7%)
Mountain biking, and water sports round out the survey.
The survey also revealed that those on the East coast are more than twice as likely to see golf as the best prescription for spring fever as those in the Western states. Also women are 50 percent more likely to want to celebrate the coming of spring by going to the beach.
* Survey conducted for Lexus by Luntz Research
"Spring fever is a physiological reality," said Dr. Mark Hatton, a psychologist specializing in adjustment issues. "It's more than just a state of mind. There are actual chemical changes happening in your body."
All this preference for outdoor activity is exactly what the doctor ordered. "The best remedy for spring fever is doing naturally what your body is craving and seeking, such as going for a drive along the beach, that exposes you to the sun and allows you to release those pent up feelings," said Dr. Hatton. "So don't fight it. Just go with it."
Additional Survey Findings
-- Buying a New Car? Not surprisingly, Lexus also wanted to know how
many people will ring in spring with a new car in the driveway.
They'd better look west. Americans in the Pacific states
(Calif., Ore., Wash., Hawaii and Alaska) were the most likely to buy
a new car with the approach of spring.
-- Playing Hooky. Also according to the survey, as spring rolls around,
nearly two-thirds of Americans want to play hooky more than once a
month -- and 23 percent of them actually do!
-- Spring Sporting Events. When it comes to America's favorite
springtime sporting events, once again, the outdoors are preferred:
1. Kentucky Derby (25%)
2. Baseball's Opening Day (23%)
3. Final Four College Basketball Championships (18%)
4. Indianapolis 500 (15%)
5. NBA Championships (12%)
6. Don't know (7%)
-- Where do Americans want to be on the first day of spring? New York
beats out respondents' own home town for the U.S. city they'd most
like to celebrate the first day of spring:
1. New York (11%)
2. Home Town (10%)
3. Washington, D.C. (9%)
4. Los Angeles (4%)
5. Seattle (3%)
6. Chicago (3%)
The All-New Lexus RX 330
Five years ago, the Lexus RX 300 created the luxury crossover segment. Lexus will once again revolutionize this segment with its all-new 2004 RX 330. The new RX -- which arrives in showrooms in late March -- has several new features that help raise the standard in the entry-luxury SUV segment. Lexus craftsmanship and attention to the smallest details provide true luxury by design. Lexus optimized interior comfort and utility to provide more room for five passengers than the previous generation. The sleek new RX 330 provides a host of high technology, safety and comfort features. Examples include the innovative Adaptive Front lighting System (AFS), power rear liftgate, and rear backup camera.
The AFS features swiveling headlamps to help illuminate the driver's path on curves. Other amenities include the available power rear liftgate that is controlled from the standard in-key remote entry system and a wide-opening multi-panel moonroof. Dual-zone automatic climate control and an eight-way power front driver seat with memory highlight the front cabin. A rear-seat DVD entertainment system and DVD-based Lexus Navigation System with a rear back-up camera are optional. The rear back-up camera automatically projects a color image of what is behind the vehicle onto the navigation screen when the vehicle is in the reverse gear.
The RX 330 with a V6 3.3 liter engine will be available in nine colors, and is expected to maintain a base price around $35,000.
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