Reinventing the Vehicle that Invented it All

February 19, 2009
01 2010 RX 350
Lexus debuts third generation RX with new reinvention campaign
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. 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.
“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.”
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.
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 RX350 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 RX450h will be announced this summer. MSRP does not include a delivery, processing and handling fee of $825. For additional information, visit
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.

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