Lexus Is First to Use High-Tech Gadget as Marketing Tool

TORRANCE, Calif., June 16 -- The nation's leading luxury automaker is employing the latest high-tech gizmo to introduce its all-new technologically advanced 2004 RX 330 luxury utility vehicle. Lexus recently mailed out 21,000 pocket hard drives -- a portable device no bigger than a lighter, but capable of delivering the power of a second hard drive.

These devices -- which plug into ordinary computer USB ports -- have been in use in the tech world as a way to store and transport files, but Lexus will be the first to bring the miniature drives to popular use by turning the simple yet powerful technology into a marketing tool.

By uploading information onto the device and using it as a new way to deliver content, Lexus has taken existing technology and found a new way to reach consumers that informs and entertains.

The Lexus pocket drive contains high-resolution video, graphics and interactive demos about the RX that are easy to view on any PC running Windows 98 or later with an available USB port. Once the content on the Lexus pocket drive is viewed, users can then use the mini drive to store personal files, videos, MP3 music and photos.

"From a marketing standpoint, it's amazing to think that such a small device can pack such a powerful punch," said Mike Wells, vice president of marketing for Lexus. Lexus is known for seeking creative and effective tools to reach current and potential Lexus owners in ways that are meaningful and respectful of their time, while bringing credibility and loyalty to the Lexus brand, Wells added.

Easy-to-Use Lexus Pocket Hard Drive

Information on how to use the Lexus pocket drive accompanies each device. Users will need a PC running Windows 98 or later with an available USB port, found on the front or back of the computer system. (Some Windows 98 users may need to download the following driver: www.usbkeydrive.com/Drivers/Win98Driver.exe. Mac users can only view it at www.rxinfopackage.com.)

To access the RX information, users simply plug the device into an available USB port, find and then click on the satellite icon in the "My Computer" folder. The entire Lexus pocket drive content gives users the feel of having access to confidential materials about the new RX.

The opening sequence of the video feature takes users on a brief satellite journey through space, hurtling them through the earth's atmosphere, across vast cities, straight into a boardroom showing executives of a competing carmaker receiving a secret dossier of the new RX.

Zooming in on the dossier, the user is automatically launched into an interactive desktop of the dossier's contents and photos providing a sneak peak of the "Entirely New RX." They now have the option to explore various interfaces and interactive demos about the style, technology and luxury the new RX has to offer.

When users are finished viewing the RX information, they can either give the Lexus pocket drive to someone else to view, or erase it and use the 16MB of storage to transport their own documents, videos, MP3 files and photos. When erased, the memory unit will work on PC and Mac platforms.

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 arrived 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 available innovative Adaptive Front lighting System (AFS), power rear liftgate, and rear backup camera.

The optional 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 is available in nine colors, with a base price of $35,025 MSRP.

About Lexus

Lexus has become synonymous with luxury since its introduction in 1989. By offering some of the finest quality luxury vehicles and providing benchmark customer service, Lexus has become the top-selling luxury nameplate in the United States for three years in a row. Lexus and its 200 dealers have repeatedly achieved the highest honors for both the products they sell and the customer service they provide as rated by the independent research firm of J.D. Power and Associates.