Sneakerhead, audiophile, fashionista, gamer … these people are “all in” on their passions. In a new marketing campaign breaking today for the Lexus 2021 IS, the automaker celebrates its own obsession: an unapologetically pure sports sedan. Entitled “All In,” the new campaign engages an audience that’s just as unapologetic about pursuing their unique interests. It features influencers and deep, diverse media partnerships.
“The IS customer is our youngest, most fiercely authentic yet,” said Lisa Materazzo, vice president of Lexus marketing. “The marketing campaign, like the new IS, is equally authentic and celebrates those who fully embrace their passions.”
Rather than casting actors, the campaign features eight micro-influencers. The first spot, “Names,” moves quickly through people from different walks of life who introduce themselves by the names they’ve earned—be it sneakerhead, gamer or audiophile.
Another spot, “Vanity Plates,” demonstrates just how far these enthusiasts will go to show off the obsessions that define them. To ensure a connection with all consumers, unique ads were created to further explore the meaning of “all in” for Asian, Black, Hispanic and LGBTQ markets.
“Names” and “Vanity Plates” will air during primetime, special events and sports including NFL playoffs and NBA. Potential drivers and enthusiasts of Lexus will be able to ask their Google Assistant-ready devices about the new Lexus IS model to learn more about the vehicle’s latest technology, audio, performance and safety features, as well as a link to nearby dealerships. The campaign also includes video, audio, connected speakers, print, social and display.
Lexus is connecting with an audience that embraces their passions fully by providing content that celebrates those who go “all in.”
Epic Race. Lexus partnered with MotorTrend for an epic race between race car driver Rhys Millen and downhill skater Josh Neuman at speeds of over 70 MPH on Malibu’s legendary Deer Creek Road. The video is live now.
Travel Influencer. Lexus is partnering with Courageous Studios, CNN’s brand studio, to produce a documentary-style campaign that follows Ugandan-American photographer, self-proclaimed geography nerd and travel expert Jessica Nabongo. The first black woman to visit every country in the world, Jessica’s story unfolds as she approaches her next milestone: seeing every state in the U.S. The campaign will be distributed via CNNgo in February.
Fantasy Football. Last Fall, Lexus worked with Yahoo to create dynamic banners on the Yahoo Fantasy Football web site that leverage the players’ stats to serve custom ads to fans engaging in their passion.
Lexus’ passion for brave design, imaginative technology, and exhilarating performance enables the luxury lifestyle brand to create amazing experiences for its guests. Lexus began its journey in 1989 with two luxury sedans and a commitment to pursue perfection. Since then, Lexus has developed its lineup to meet the needs of global luxury customers in more than 90 countries.
In the United States, Lexus vehicles are sold through 242 dealers offering a full lineup of luxury vehicles. With six models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers eight F SPORT models and two F performance models. Lexus is committed to being a visionary brand that anticipates the future for luxury customers.
2019 saw The Rolls-Royce Bespoke Collective, a team of engineers, designers and craftspeople residing at the Home of Rolls-Royce in Goodwood, England, create more Bespoke motor cars than ever before in the marque’s 116 year history. Unprecedented levels of creativity, craft and imagination have brought the unique visions of the marque’s global patrons to life. Almost every one of the record 5,152 motor cars created in 2019 was respectfully tailored by this Bespoke division.
Torsten Müller-Ötvös, Chief Executive, Rolls-Royce Motor Cars, commented, “I am proud to say that the craftsmen and women of Rolls-Royce Motor Cars have surpassed themselves once again in creating an array of extraordinary motor cars, tailored to the requirements of some of the most influential and discerning individuals in the world. These motor cars become unique works of art and it is an extraordinary feat when you consider that each and every single one of these unique commissions has been created on one production line at the Home of Rolls-Royce in Goodwood, West Sussex – the skills of these individuals knows no bounds.”
What follows is an overview of some of the finest examples of Bespoke design and craftsmanship completed by the luxury house throughout 2019.
THE MILLION STITCH ROLLS-ROYCE
CANVAS: PHANTOM │MEDIUM: EMBROIDERY
A Stockholm-based entrepreneur with a passion for flowers challenged the Rolls-Royce Bespoke Collective to create a car that immersed its occupants in floral decadence. The result was the ‘Rose Phantom’: a vision made with a million embroidered stitches.
The starting point was a rose bred exclusively for Rolls-Royce by Harkness Roses. The Home of Rolls-Royce in Goodwood, England is the only place in the world where this rose is grown.
The Peacock Blue exterior of the Rose Phantom is punctuated with a Charles Blue twinned-coachline that intertwines organically like the stem of a rose, combining to introduce the rose motif.
Inside, the marque’s fabled starlight headliner illuminates the floral scene, with roses interspersed with Peacock and Adonis Blue butterflies. As a centrepiece of the interior, Phantom’s Gallery is adorned by stems of embroidered roses climbing through the glass fronted fascia.
Rolls-Royce Motor Cars marked the close of 10 remarkable years of Ghost by creating a limited edition ‘Zenith Collection’. With just 50 Ghost Zeniths made, the car featured the highest levels of Bespoke ever seen in a Ghost Collection.
The Ghost Zenith drew references from 200EX, the experimental car that introduced the contemporary expression of the Ghost nameplate in 2009. This design was immortalized in a blueprint-inspired artwork, divided into 50 distinct parts, and engraved on the centre console of Ghost Zenith.
A commemorative ingot, made from the original Spirit of Ecstasy of 200EX, was set into the centre console of each of the cars. The Collection’s own Spirit of Ecstasy and clock are engraved with the Zenith name.
Inside, ambient lighting shines through perforated leather, while the rear seats feature embroidery inspired by the seat details of the original 1907 Silver Ghost. The Ghost Zenith Standard Wheelbase also features an extraordinary starlight headliner with a unique Shooting Star configuration. Light trails fire at random across the cabin roof, which consists of over 1,340 individual, hand-finished fibre-optic lights.
BAYSIDE DAWN AERO COWLING
CANVAS: DAWN │MEDIUM: AERO COWLING
Following the arrival of the Dawn Aero Cowling in 2018, Rolls-Royce Motor Cars paid tribute to the sea with the Bayside Dawn Aero Cowling. Commissioned by a customer in Yokohama, Japan, this maritime-themed Bespoke motor car paid homage to their seafaring home city.
This one-off model drew inspiration from yachts and speedboats, combining both technical and natural materials. Open-pore teak Canadel panelling, reminiscent of a yacht’s deck, is matched with cutting-edge technical fibre. The rear deck complements exterior paint and interior leather colours, evoking the blue seas and white sails associated with the finest traditions of Yokohama Bay.
CANVAS: WRAITH│MEDIUM: PAINT, EMBROIDERY
A Wraith in a rich Teal hue adopts the colours of the Arabian Sea. The interior leather colour-way is newly developed to precisely colour-match the exterior, ensuring the patron is cocooned in vibrant, luscious luxury. Contemporary architecture influences a large-scale embroidery positioned on the rear waterfall, with stitches positioned for optimum light refraction to accentuate the geometric motif.
The colourful canvas is offset with chrome controls, interior vents and speaker grilles, darkened with a PVD coating.
The Digital Soul Phantom is a study in contemporary artisanship; a fusion of human endeavour and computer-generated design. At the heart of this Carrara White with Smokey Quartz two-tone Phantom is a Gallery created by Product Designer Thorsten Franck. An individual’s characteristics are interpreted by an algorithm which translates the data into a swathe of 3D-printed stainless steel. This is then hand-polished and plated in 24-carat gold, resulting in a unique artwork that embodies jewellery, sculpture and architecture.
Gold detailing embellishes the interior of the motor car, with Gold inlays set by hand in Smoked Eucalyptus wood and gold-plated speaker grilles concluding the aesthetic.
WRAITH EAGLE VIII COLLECTION
CANVAS: WRAITH │MEDIUM: GOLD VACUUM METALIZED WOOD WITH SILVER AND COPPER INLAYS,
To mark the centenary of the first non-stop transatlantic flight by Alcock and Brown in June 1919, Rolls-Royce created 50 extraordinary Wraiths in the Wraith Eagle VIII Collection.
The story of their perilous night-time journey, propelled by Rolls-Royce Eagle VIII engines, is told using Wraith as a canvas. A unique starlight headliner with 1,183 fibre-optic lights depicts the night time sky at the time of their flight. The flight path and constellations are embroidered in brass thread and the exact moment the pair left the clouds, also illustrated in embroidery, and navigated by the stars is indicated by a red fibre-optic light.
Brass speaker covers depict the estimated 1,880-mile flight distance whilst a brass plaque engraved with Winston Churchill’s stirring quote commending the pair’s remarkable achievement adorns the driver’s door.
The Smoked Eucalyptus fascia, vacuum metalized in gold and inlaid with silver and copper, depicts a birds-eye view of the Earth at night, showing a light map of roads and homes glittering below.
CANVAS: PHANTOM │MEDIUM: STAINLESS STEEL AND GOLD INLAY, COACHLINE
The Horology Phantom is touched with elements redolent of fine timepieces. The car was inspired by a meeting of a Rolls-Royce Motor Cars designer and master horologists from La Chaux-de-Fonds in Switzerland, who convened to explore the complexities and exotic movements of contemporary luxury timepieces.
Set against a Gunmetal and Black two-tone exterior finish, a gold and silver hand-painted twin coachline incorporates an intricate watch-inspired design; the Spirit of Ecstasy is cloaked in 24-carat gold. Inside, the fascia features the largest stainless steel and gold inlay ever made for Phantom. Positioned below a multiple layered stainless-steel Gallery, the inlay depicts an abstract schematic of a watch movement. The Rolls-Royce clock, housed in the Gallery, is set in a solid silver, guilloché case.
The Pastel Collection, showcased at Pebble Beach, drew upon a palette of colours from this year’s ‘wildflower super-bloom’ on California’s Monterey Peninsula. Three unique Black Badge commissions brought new colours to the Rolls-Royce Bespoke palette, reaffirming the notion that a Rolls-Royce Black Badge need not necessarily be black.
The Ghost Black Badge featured a Light Green Solid finish, a pastel shade representing the rebirth of flora on the peninsula after years of drought and fire. The black leather interior features a striking Serenity Green splash, highlighting the technical fibre of the fascia.
The Dawn Black Badge, in Coral Solid, showcases a stunning Bespoke finish only achieved after seven coats of paint and more than nine hours of hand-polishing in the Surface Finish Centre at the Home of Rolls-Royce in Goodwood. The Coral colour carries over to the Aero Cowling, while the interior is finished in Artic White and Sunset, an illustration of northern California’s hills and valleys in bloom.
The third car is a Wraith Black Badge in Semaphore Yellow, a bright and sunny finish for the most powerful member of the Rolls-Royce family, complemented by a Selby Grey and Lemon interior.
CANVAS: WRAITH │MEDIUM: EMBROIDERY, PAINT
The Falcon Wraith features the most detailed single embroidery to ever appear in a Rolls-Royce motor car. An intricate embroidery of a Peregrine Falcon, the fastest bird in the world, is interpreted in photo-realistic detail amongst clouds on Wraith’s headlining. Consisting of nearly 250,000 stitches, the dramatic embroidery took more than one month to develop.
A unique coachline in Arctic White hints at the form of the bird’s wing, with the motif additionally embroidered between the rear seats and painted onto Wraith’s fascia.
The Arabian Gulf Phantom adopts the rich colours and historical narrative of pearl diving in the Middle East. The Turchese exterior hue is evocative of the vibrant local waters, while the Andalusian White upper two-tone recalls the purity of natural pearls, alluding to the story within. An Arctic White coachline introduces a hand-painted Nautilus shell motif that forms the basis for the car’s design.
A sculpted silk appliqué Gallery by British Artist Helen Amy Murray takes centre stage across the motor car’s fascia. Reminiscent of swelling oceans, the Turchese Gallery is punctuated by a Mother of Pearl clock.
The Nautilus shell is embroidered on Phantom’s rear doors, whilst the rear occupants may also enjoy the motif in Mother of Pearl marquetry on the picnic tables’ fascia. Once deployed, the picnic tables present a complex piece of marquetry, incorporating generously applied Mother of Pearl to the picnic table-top.
CANVAS: PHANTOM │MEDIUM: METEORITE, SPACE GRADE ALUMINIUM, GOLD PLATE
Named and crafted to celebrate the feeling of euphoric tranquillity one achieves within Phantom, this unique motor car is a curation of objects and inspirations from worlds beyond earthly bounds.
Tranquillity’s Gallery is inspired by the X-Ray coded aperture masks used on the British Skylark space rocket. The Gallery is made from stainless steel, 24-carat gold plating and space grade aluminium.
For the first time in Rolls-Royce history, meteorite has been incorporated into the interior of a car. Shavings of the Muonionalusta meteorite, which fell to earth in Kiruna, Sweden in 1906, adorn the Volume Controller, with a detailed engraving of the location and date of its discovery.
Inspired by the light and dark sides of the Moon, the interior colourway of Arctic White or Selby Grey leather integrates unique veneer combinations of gloss and satin, both with an exclusive metallic effect. Bespoke Audio speaker frets are finished in yellow gold, complementing the additional gold elements throughout the car.
A Bespoke ‘Technical’ yellow gold, vapour blasted and engraved titanium clock and engineered titanium Spirit of Ecstasy complete the aesthetic.
CULLINAN IN FUX ORANGE
CANVAS: CULLINAN │MEDIUM: PAINT
Rolls-Royce Motor Cars debuted the colourful ‘Cullinan in Fux Orange’ under the summer sun of Pebble Beach last year.
Working with the Bespoke Collective at the Home of Rolls-Royce in Goodwood, West Sussex, a North American patron, Mr. Fux, challenged designers to match the exterior colour to vibrant orange shawl that had caught his eye in South Florida. The shawl was delivered to Rolls-Royce Motor Cars where a colour-matching process began. Working together for nearly a year, the teams created a seven-layer surface, polished by hand for many hours in the Surface Finish Centre.
The interior is decked in hand-crafted Arctic White leather with contrast Orange stitching and Orange Rolls-Royce ‘RR’ headrest monograms. Arctic White is carried over to the box-grain leather fascia, steering-wheel control stems and carpets. ‘Fux Orange’ fascia veneer, rear-view mirror and lambswool floor mats complete the cabin, which showcase the exacting standards brought to bear by Rolls-Royce’s craftspeople.
Another year is almost over. While that may make you want to look in the mirror a little bit less every day, it also means more progress. Especially in the increasingly high-tech automotive world, drivers are continuing to get more and more toys to play with. And that is something we all can celebrate.
The big evolution for most vehicles in recent years have come from technological advances. While we will see more of the same in 2020, those aren’t the only changes on the horizon. Consumers are also being affected by economic, mindset, and environmental factors and these motivations are only going to accelerate in the year ahead.
With all this in mind, we present four of the hottest auto trends that you will see in 2020.
1. Automation Features
We haven’t quite reached the age of actual self-driving vehicles — at least not yet. But many of the top carmakers are working hard on the problem, and they have already started to roll out driver assist features that put more and more control into the hands of robots and automated systems. From self-parking and lane changing to “adaptive” cruise control and roadway danger alerts, this movement has already come a long way. And you should only expect more smart features in the year to come.
2. Connectivity and Devices
Twenty years ago, the only question most drivers had was “what’s under you hood?” That is still important for spec lovers and bragging rights, but consumers are increasingly starting to ask “what gadgets do you got?” Connectivity and the Internet of Things will continue to bring high-tech to the driver’s seat in 2020. As new models are introduced, we will keep seeing better personal assistants, entertainment features, navigation options, and other devices.
3. Buying for Value
After all the economic uncertainty of recent years, people are now coming around to the fact that newer isn’t always better. When deciding where to spend their hard-earned money, they now realize that the premium for a current-year model often amounts to throwing a way a lot of money. This doesn’t mean buying old junk, but there are so many great options out there from recent years. This is motivating consumers to first look for a lightly used luxury car to reap savings while still enjoying the finer things in life. Then they simply add a car service contract warranty option — with features like roadside assistance, repair discounts, and rental car reimbursement — to add a little bit of peace of mind.
4. Going Electric
While Tesla continues to face delays, pricing changes, and other difficulties in bringing its vision to market, there remains strong momentum for electric and hybrid vehicles. This is being driven as much by environmental concerns across the globe as the convenience of never having to fill up and spend money on gas. And as charging stations only become more widespread, expect to keep seeing more people riding electric.
Gearing Up for 2020 — and Beyond
People love their cars, trucks, and vehicles. This is so ingrained in our mentality that it is almost a core part of the American psyche. That will probably never change — next year or 50 years down the line.
But lots of other trends will continue to impact how drivers choose their automobiles in 2020 and the years to come. Over the next 12 months, expect to see greater development and deployment of automated features, a larger priority placed on in-vehicle devices and connectivity, more consumers opting for value over that new car smell, and the ongoing popularity of electric vehicles (EVs) both in the United States and throughout the world.
When you’re cruising down the road in a car you love, it just feels different. That feeling isn’t going anywhere. It will be as true as ever even as all these new trends come and go.
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