Renault Wind Roadster and Lexus CT 200h Hybrid

Selling a car through advertising isn’t as easy as you might think. What good is it showing your product nimbly taking on Alpine twists and turns when your competitors are doing the same thing? Here are two ads that don’t really break the mould, but try something a little different.
First up is this one for the open-top Renault Wind. I’m a big fan of this car; I think it’s a funky and decidedly French take on the compact convertible. Still, there’s something disturbingly I Am Legend about this particular ad from the firm Publicis Conseil. The eerily vacant streets, the shuttered windows and the presence of a dog sitting on a street corner all at up to the expectation that Will Smith should be running through the scene pursued by monsters.
Next is the spot for the Lexus CT 200h hybrid hatch by firm Saatchi & Saatchi. A little boy sits in the back seat while his mother asks him the sounds various modes of transport make. It’s very cute, especially if you have children. You can check out both these ads right here and then leave a comment in the section below if you wish.
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Audi Challenges BMW, Mercedes and Lexus with new Ad Campaign

Audi of America has launched a new advertising campaign that will most likely generate a similar response from the competition in the premium segment. Under the tagline “Car Carrier”, the two Audi commercials feature a BMW owner that goes nuts when he sees a truck full of brand new automotive metal from Ingolstadt.

The driver gets out of his BMW 3-Series through the sunroof and jumps on the truck only to discover that the cars have already been claimed for by people like himself (i.e. desperate to get their hands on an Audi). Therefore, he has no choice but to settle for the passenger seat.

The voice in the ad explains the situation: “More people are leaving BMW, Mercedes and Lexus for Audi than ever before”.

Fact or marketing fiction (we incline towards with the latter), expect to see a reply in the form of a campaign from one of Audi’s rival brands in the very near future. But until then, scroll down to take a look at Audi’s TV spots.

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Lexus Loses Big In the U.S.A

It took eleven years for Lexus to earn the title of top dog of the U.S. luxury car market, and roughly the same amount of time for it to lose it. As a result of parent company Toyota’s accelerator pedal recall saga and the fifty percent drop in production capacity caused by the Tōhoku earthquake, old guard automakers BMW and Mercedes-Benz have left the Japanese upstart gasping for air in third place.

According to automotive forecaster IHS,Mercedes-Benz will most probably sell 254,100 cars and SUVs in the States topping BMW’s estimated deliveries of 250,400 units. Lexus is projected to drop to third place with 192,900 sales.
Eric Noble, President of automotive consulting firm The Car Lab, recently told Bloomberg news: “The house was on fire at Lexus before the earthquake hit. If the current situation wakes them up to that, then some good may come from it.”
Though it has sunk a lot of money into the LFA supercar and CT 200h hybrid batch, Lexus’ supposed mainstay models – the IS, GS and LS ranges of sedans – have all been stagnating. Its rivals meanwhile have been ramping up U.S. production, developing new or refreshing older models and sinking hundreds of millions in improving its stateside manufacturing facilities.
Bill Visnic, an analyst at Edmunds says: “Lexus is in a sort of lull in their product cadence. [The Lexus GS] is aging and doesn’t hold a candle to what BMW and Mercedes are doing.”
Though Lexus has long held a strategic position in the U.S. market, its sales outside North America have been lacking. As was the case with Volvo and safety, reliability is now pretty much a given and excellence in customer service has become integral to the vast majority of the world’s luxury automakers. With Lexus’ current woes, the result is, as you’d expect.
As Alexander Edwards, President of consumer research company Strategic Vision says: “For people who were sitting on the fence about Lexus, we saw them remove the brand from the shopping list.”
Take Audi for instance, a long-time market leader in both Europe and China. The brand’s recently revamped A6 model is doing well overseas, and the German automaker hopes it’ll have similar success stateside. Alexander Edwards again:
“The most interesting change hasn’t been with those three, but with Audi. Audi has seen very strong movement forward, capturing some aspirational [sic] interest among Gen-Y buyers, the younger consumer group that everyone wants to attract.”
The battle lines have been drawn, and three titans are ready to fight for the number one spot in 2012. Unfortunately, it looks as if Lexus will not be one of them.

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Lexus LF-Gh Concept

Today’s the day for Lexus to formally lift the wraps off its new LF-Gh hybrid concept ahead of its global debut at the 2011 New York International Auto Show, which runs for the public from April 22 to May 1. The Japanese firm’s latest concept is for a premium grand tourer that previews a new design direction for the next generation of Lexus models.

Even though Toyota’s luxury division won’t say it, the LF-Gh’s also hints at a replacement for the GS given the proximity in size between the two models as the concept measures 192.5-in. long, 73.6-in. wide, 57.1-in. tall while riding on a 112.2-in long wheelbase. In comparison, the current GS is 190.7-in long, 71.7-in. wide, 56.1-in tall and rides on the same 112.2-in long wheelbase.

Lexus says that through this exercise, it redefines its L-Finesse design philosophy, which debuted in 2001, adding that it represents a bolder styling that “unites hard and soft; and energetic and soothing elements”. Needless to say, the LF-Gh has borrowed many styling elements from Lexus’ first supercar, the LF-A, including the body surfaces as well as the shape of the tail lamps, headlights and front grille.

“Customers have been waiting for a bold concept like this from Lexus,” said Mark Templin, Lexus Division group vice president and general manager. “We look forward to their feedback and integrating some of these exciting design features into future Lexus vehicles.”

We only get a glimpse of the interior in these photos, but from what we can tell, the LF-A also played a role in the styling of the cabin and dashboard. According to the Japanese automaker, “it is an interior designed to respond to the needs of customers who know true quality, and are particular about details”.

The only information we get about the powertrain setup is that the LF-Gh features a hybrid propulsion system.

More details will be released next week during the car’s world premiere at the New York Auto Show.

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2011 NYIAS: Lexus CT 200h

Making its debut at the Big Apple is a concept for a high-performance version of the Lexus CT 200h hybrid hatchback conceived and executed in partnership with Fox Marketing.
Starting with a production CT 200h, the tuner modified the 1.8-liter gasoline engine by adding an Eaton supercharger along with a Climax Racing intake manifold and a Yonaka air to water intercooler among other upgrades to push output to an estimated 300HP. Additionally, Fox Marketing said it has boosted the factory batter power, but did not provide further details.
To improve handling, Lexus’ entry-level model gained new springs, an upgraded brake systems from Baer with 13-inch rotors and four-piston calipers, and 20-inch alloy wheels shod in Toyo T1R tires size 225/30 20 up front and 255/30 20 at the back.
Cosmetically, Fox Marketing added a new wide body kit with three-inch fender flares, new bumpers and a large rear diffuser along with a bespoke paint job. As for the interior, there are custom LED Lexus logos in the door panels and Yonaka Ronin racing seats trimmed in black leather with red stitching.

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Lexus LF-Gh Concept

Toyota's luxury brand Lexus released the first official teaser shots of the new LF-Gh hybrid concept car, which will make its world debut at the upcoming 2011 New York International Auto Show (April 22 – May 11). The name of the concept stands for Lexus Future Grand Touring Hybrid, and according to the Japanese company,the LF-Gh “sets out to redefine the premium grand touring sedan.”

Lexus says that the concept model will give a new meaning to the brand's L-Finesse design philosophy, with the car sporting a bolder, more distinct appearance. The company added that many of the thoughts and ideas found on the concept “may migrate to future Lexus vehicles on a global scale.”

Judging from the letter "G" of the car's name, the concept could preview the next generation GS premium sedan, although there is no official mention of this in the Spartan press release.

The two teaser photos show fragments of the front and rear ends, which display more aggressive and sharp looking headlights and taillights. The front photo also offers a glimpse of the car's massive grille and what appears to be an aerodynamic element or a brake vent located in the low corner of the heavily sculpted bumper. The rear photo only shows the car's taillights, which have an intricate design. There is also an aperture below the taillight, most likely located there for styling reasons.

Lexus didn't offer any technical details about its hybrid concept, but we should expect to find out more about it in the two weeks remaining before the unveiling.

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