Here’s How the Lexus IS Catches Your Eye

Brand Uses Eye-Tracking Technology to Find What Excites Lexus Fans

Like most every Lexus, the new IS immediately catches your eye. But how exactly does it do that? Where does the eye first land when taking in the car? Where does it roam from there?

Well, with Lexus’ state-of-the-art eye-tracking tech, you can see for yourself.

According to Mashable, these sketches were not created on an Etch-a-Sketch. They actually come to us via “innovative software.” It produces a “visual representation of the sight path” when the “eye travels over bold angles of the car.”

Bold indeed. To accomplish as much, a human guinea pig dons a pair of high-tech glasses. Then, in glorious fashion, the Lexus IS is revealed. As the guinea pig’s eyeballs voraciously consume every sultry line, the glasses track every movement of the eye. A live sketch is then created from such movement.

You can watch Lexus’s impressive “Impossible to Ignore” presentation here. Per usual, it’s some nifty marketing, enhanced by even niftier tech.

RELATED: ‘Pretty Outstanding’ 2017 Lexus IS Getting Raves from Critics

There’s a clever little interface that allows you to run your mouse over the sketch, revealing the striking lines below. Which is particularly illuminating when you scroll over the points where the eye catches most frequently. And there’s a video that shows off the tech, complete with futuristic music.

Of course, the boldly redrawn exterior isn’t the only thing new on the next-generation IS. There’s also a completely redesigned cockpit. Satin and chrome come alive inside, if you can take your eyes off the new 10.3-inch LCD display.

But bold design only goes so far. Fortunately, the Lexus engineering team also has a sizeable budget, which they put to good use with all three IS engine options — the turbo in-line 4, the 3.5-liter V6, or the hybrid.

All of which makes the 2017 Lexus IS if not impossible, at least very difficult to ignore. Do your eyes agree?