Enthusiasts Compete To Become Owners Of First IS 500 Models
The V8-powered sedan is obviously a desirable machine, a fact Lexus emphasizes in its new marketing campaign.
Lucky Few
The Lexus IS 500 is obviously a desirable vehicle, mostly because it's one of the very few high-performance sedans on the market today with a naturally-aspirated V8 under the hood. Lexus obviously knows this, which is why its new marketing campaign - dubbed "License to Thrill" -centers around the efforts of a few lucky enthusiasts vying to become one of the first to own a new IS 500.
Photos: Lexus
Surprise of a Lifetime
“License to Thrill” follows 14 auto enthusiasts as their driving skills were put to the test for a chance to become one of the first five people in the country to own the IS 500 F Sport Performance. Lexus invited the 14 hopefuls with varying amounts of driving experience to APEX Motor Club in Arizona.
Photos: Lexus
>>Join the conversation about a buyer rush for the IS 500 right here in the Club Lexus Forum!
Pro Tips
First, they got pro tips from Lexus IMSA Drivers Townsend Bell, Jack Hawksworth, and Aaron Telitz. Then, each driver had a shot at posting the best lap time in the IS 500, pushing their own limits to gain the slightest edge. The film reveals who celebrates at the podium, who is among the first to own the IS 500, and who receives the surprise of a lifetime - an IS 500 free of charge.
Photos: Lexus
>>Join the conversation about a buyer rush for the IS 500 right here in the Club Lexus Forum!
Celebrating the Passion
“Auto enthusiasts asked us to create a V8 version of the IS sports sedan, and Lexus answered their call with the first-ever IS 500 F SPORT Performance,” said Vinay Shahani, Lexus vice president of marketing. “We couldn’t think of a better way to celebrate our passionate enthusiasts than creating a race for the chance to own it before anyone else.”
Photos: Lexus
>>Join the conversation about a buyer rush for the IS 500 right here in the Club Lexus Forum!
Other Campaigns
In addition to “License to Thrill,” the IS 500 marketing campaign includes digital and print ads in different auto enthusiasts and lifestyle outlets. A variety of media partnerships aim to provide entertainment that appeals to the competitive spirit.
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>>Join the conversation about a buyer rush for the IS 500 right here in the Club Lexus Forum!
V8 Throwdown
These campaigns include MotorTrend's "V8 Throwdown," where professional driver JR Hildebrand takes viewers on an exhilarating ride through the history of the V8, stopping at iconic places and meeting legends in the world of automotive while behind the wheel of the IS 500.
Photos: Lexus
>>Join the conversation about a buyer rush for the IS 500 right here in the Club Lexus Forum!
Rounding Out
Another campaign - GARAGISME - will create a special editorial publication that embodies Lexus' unique perspective on automotive performance, design, and prestige within its eighth edition. Finally, 100 Thieves - a custom Lexus Content House episode - will feature the IS 500 in a high-stakes competition.
Photos: Lexus
>>Join the conversation about a buyer rush for the IS 500 right here in the Club Lexus Forum!
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