Lexus performance, crafted to the extreme
CRAFTING exceptional performance vehicles for luxury automaker Lexus requires commissioning the meticulous work of its Takumi masters. With at least 25 years of training, Takumi possess a rare blend of skill and spirit, have a passion for excellence and will stop at nothing to achieve it.
This combination of relentless attention to detail and high- performance is highlighted in Lexus’ new national marketing campaign, launching today. The campaign, called “Performance, Crafted to the Extreme,” showcases the Lexus LC 500, RC F and GS F from production to pavement, showing how high tech assembly coupled with Takumi mastery yields extreme exhilaration on the road.
“At Lexus, we believe craft is measured not only by product quality, but also by the quality of the emotions it evokes,” said Cooper Ericksen, Lexus vice president of marketing. “Takumi is the highest honor within Lexus’ engineering ranks – from extensive track testing, to titanium engine components, to aerodynamically sculpted bodies, painstaking attention to detail is paid to each of Lexus’ high-performance vehicles.”
The marketing campaign includes two 30- second TV spots, “Crafted Extremes” and “Extreme Measures” and one 60- second digital spot, “Crafted Extremes-Extended Cut.” For the spots, Lexus partnered with top drifting and Hollywood stunt driver Rhys Millen and renowned automotive director Ozan Biron. The production crew received unfettered access to Lexus’ factories, which are normally off-limits.
The campaign’s spots and videos also offer a rare glimpse behind the scenes at Lexus’ Motomachi and Tahara factories, where the Lexus LC 500, RC F and GS F
extreme measures by Takumi.
Motomachi, where the LC 500 is assembled, is one of the most sophisticated factories in the world and the facility where the iconic LFA super car was handcrafted. Here, the production line is virtually spotless and painted pure white from