Filed under: Etc., Marketing/Advertising, Lexus
Lexus relentlessly pursues promotion with world's first all-car orchestra
Some of the most interesting marketing campaigns of the last 100 years has come from automakers, and Lexus is doing its best to capture buyers' imaginations with the technical prowess of the new LS sedans. First came a multimedia blitz centered around the hands-free parallel parking capabilities of the Lexus flagship, and now the premium tunes of the LS 460's Mark Levinson audio system are on display in a unique way. The LS 460's impressive sound system (which is part of a nearly $8,000 option package here in the US) includes 450 total watts coming from 19 speakers per vehicle, but the folks from Aichi want to show UK buyers that the system is good enough for a full-blown orchestra.The London Symphony Orchestra is teaming up with Lexus GB to perform a concert using the sound systems of 12 Lexus LS 460s. Each car will contain the music for one instrument section, and all music will be coordinated form a central digital sound desk. Concert-goers will be invited inside the LS 460 to hear the music up close and watch a video on how the performance was created It culminates in the full-blown concert-by-car-stereo. We know the LS 460 is a very nice luxury car with what is undoubtedly a killer sound system, but how tough is it to be entertained in the UK? Seriously, your average pub has a 5,000 watt sound system, and they play good music and serve food and drinks.
[Source: Lexus]
Reader Comments (Page 1 of 2)
Tony 7:13PM (8/04/2007)
With the Lexus, Toyota has now really occupied the spot Mercedes has in decades past. Comfort, sure -- but dependability and reliability long-term which you could count on when you're paying that much money for a car. Where Lexus was just an alternative before, with the parking aid and now this superb stereo system, they are going for really "crafting" cars rather than just building them well. Looks are in the eyes of a beholder, but I reckon a sharper suit on the outside, plus switchgear which isn't scattered all over the place and easier to use at high speeds in the dark with leather gloves on, will make the biggest dent on the Germans.
Having sold Chrysler now, it should free Mercedes from the financial burden which has diverted money from their core car line. The last 10 years have seen Merc quality control slip like never before. They're now coming up with a lot of features on their cars, but their record for reliability of late would only scare the wits out of me wondering how soon that fancy gadget would fail and what it would cost the owner. Leave the fancy gadgets out -- just build them right again.
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zamafir 11:49PM (8/04/2007)
you're talking in terms of US sales when saying that lexus will make a dent yes? As in the market which isn't say Audi or BMW's largest? Sure, Americans love their toyota camry, they love their souless cars with spotty interriors that run for a while. So yes, it should do well... provided they do away with the 600h and their crap marketing which would have us believe this system would outclass it's competition, such as B&Os - which isn't the case.
Lexus is doing well here for a few obvious reasons, good for them, the more competition the better, though they continue to make some rather rash decisions such as the 600h and the utter horse trash that is their marketing jargon.
AntBee 7:31PM (8/04/2007)
One word: Absurd
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j-d 8:30PM (8/04/2007)
I am so sick of Lexus and their "passionate pursuit of perfection." Toyota can instate as many characteristically-Japanese "perfection policies" as it likes and train its workers to spot the minutest imperfections, but so long as Lexus continues to put out soulless "A-to-B" transportation machines its cars will gain little traction with me. The useless selling-point gadgets they load their cars with do not impress me more than would a car with real character.
Unfortunately, I don't represent the general luxury-car buying populace, which seems to fall for Lexus' boring but competent cars more and more with each iteration. Meanwhile, other carmakers are going the same way--Volvo, for example, has made the S80 terribly boring and has started including stupid features like BLIS and the cabin heartbeat sensor. The auto industry is quickly learning that frivolous features and more power, marketed as "innovation," are an adequate substitute for character, road presence, and, if Mercedes is any indication, quality.
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vdk 8:54PM (8/04/2007)
"they play good music and serve food and drinks."
priceless...
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Castle 10:21PM (8/04/2007)
Mark Levinson in the audiophile community is very highly regarded. Their amps alone cost more then an entry-level Lexus. Their custom home setup can is easily in the six-figures.
>>Seriously, your average pub has a 5,000 watt sound system, and they play good music and serve food and drinks.
Sound quality != Watts. That's an absurd statement. Thats like saying an engine in a cement mixer has as much power as a Ferrari.
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zamafir 10:44PM (8/04/2007)
I'm sure B&O and Audi are quaking in their boots.
... not.
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robz4 11:25PM (8/04/2007)
Lexus LS with Mark Levinson audio system = The relentless pursue of the definition of Couch on Wheels.
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Vik 12:07AM (8/05/2007)
It always amuses how, when Lexus makes ultra-reliable, high-tech, decent handling, safe, long lasting vehicles with great interiors, the only complaint the owners of comparatively unreliable German vehicles can think of is that the Lexus vehicles are "soulless". Oh yes, the BMW 7 series has "character", right? What a joke. Tell me iDrive and Mercedes/Audi's systems aren't just as gimmicky as some of the tech Lexus has come up with. Not only are they gimmicky, but they are harder to use than Lexus' controls and I seriously doubt the electronics will last as long. Comments?
Just come out and admit your bias against the Japanese. While the Lexus LS may be styled conservatively, it is a hell of a lot better looking than the new 7 series. As for road manners, the Lexus handles decently for a luxury car. It does not tout itself as a performance sedan, although it has a decent amount of power. So stop comparing apples and oranges.
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rv 12:46AM (8/05/2007)
Good points, but I do think BMW's design is has more of a sexiness and definite heritage compared to Lexus. I don't agree with the soulless comments but I just don't think Lexus matches Audi's and BMW's design, yet. Regardless, there is a definite bias against the Japanese, and its not always deserving. Seem like fine cars but maybe a little overpriced. When people can afford $40k+ for a car, whatever floats their boat...
zamafir 1:49AM (8/05/2007)
bias? so that explains the camry hybrid in the garage right? I mean if I've driven an LS and an A8 and find the A8 a vastly superior car I must hate japanese cars right? Note to self, crush camry and 240sx tomorrow.
j-d 8:28AM (8/10/2007)
"It always amuses how, when Lexus makes ultra-reliable, high-tech, decent handling, safe, long lasting vehicles with great interiors, the only complaint the owners of comparatively unreliable German vehicles can think of is that the Lexus vehicles are 'soulless'."
Cease your amusement, knave. My family owns a Nissan and it is a fun, competent car. It has character.
I wasn't issuing a blanket condemnation of Japan, I was talking about the Lexus brand. It makes dull cars that mean nothing to automotive enthusiasts. The only German car I drive is more than twenty years old and goes like a drunken otter, but I love it because it's got character. It's slow and loud and it guzzles gas and I don't care because when I drive it I'm enjoying a different experience. The car looks distinctive and stands out in a crowd.
But these Lexuses? They disappear. They may be able to isolate me from the road like no other, they may be smooth as butter and silent as morning dew, but they're BORING. They surround the passengers with features and call it a driving experience.
That's fine for people who want a silent drive. But this is Autoblog, not AARPoblog. As a car enthusiast, I want that something else that comes with driving a fun car. I want the deep burble of a BMW motor. I want the dramatic, aggressive styling of a Mustang, or the taut, flowing lines of a G37. I don't want to be subjected to the bland "perfect experience" of a Lexus. I want something fun with my car. And I'm willing to give up trunk space, gas mileage, reliability, whatever I need, to get it, because I'm not an ordinary car shopper--I'm an enthusiast.
If you place reliability, technology, and durability highest on your list of priority, go ahead and buy a Lexus. Toyotas are great for your average car buyer. But I'm not an average car buyer, so give me something fun.
digitalzombie 4:33AM (8/05/2007)
I actually do believe Lexus are soul less. The only good ones I like are few like MR2/spyder, supra, and..... I guess that's about it.
They enter a lot of competitions and put so much money into it but they their result are not that great. Heck they went into that Nascar truck competition which if I remember correctly require push rod and carburetor engine which is a step back in technology imo.
I think in my sense performance and history = soul. Currently Toyota does not have any line of performance (and yes I do not consider IS350/IS250 as performance). Toyota have mostly econ cars and yeah that's pretty good for the average consumer for point A to B and it shows in their revenue but... they neglect performance.
I mean take for example the IS350. [Bias I think] They obviously tried to follow the success of the G35 and got the new IS350 out but their execution left a lot of desire. It seems like they just wanted to compete against G35 and did not really have a performance target (G35 was going for the BMW 3 series) but rather they just wanted to image and get into the market for the money. This is one of the few things I think why Toyota is soul less (for now hopefully...).
Their only redemption is to bring back the MR2 or a cheap supra with a new gen 2jz. Maybe a cheap boring rwd car with nice suspension so I can call it a panda.
nagmashot 5:00AM (8/05/2007)
JDM ilk stupid comment..according to latest JD power reliabilty ranking Audi A8 and Mercedes S-class are the most relaible cars in the USA with the lowest fault rate of all cars and all car classes.... dream on in your Lexus dream world full of bullshit commercial claims.. outside USA Lexus has no success at all... in europe they wanted to build a factory but deletet the plans because they sell not enough cars ...
BTW the Audi A8 Bang and Olufsen sound system has the same number of speaker and comes with twice the power with over 1000Watt ..Lexus failed
mason 12:52PM (8/05/2007)
LOL i thought people understood how watts do not equal quality. The B&O system is very good but from a audiophile isn't even close to the ML 450 system. Just a quick note on the 460's boringness, with the sport suspension it has more road feel than the s550. Also feels faster off the line.
Will 1:02AM (8/05/2007)
Just make sure that the music produced cannot be heard 50ft away, or you're gonna' get a ticket. Damn kids and their audio systems.
Get off my lawn!
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www.SuperCars.in 2:21AM (8/05/2007)
Really Absurd!
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Vik 3:44AM (8/05/2007)
www.Supercars.in said:
>Really Absurd
Really insightful comments! :)
Vik 3:40AM (8/05/2007)
j-d: I guess you did not read my comment completely, so I'll paste the relevant parts again and even enumerate them so you can respond or ignore as you choose:
1. Oh yes, the BMW 7 series has "character", right? What a joke. Tell me iDrive and Mercedes/Audi's systems aren't just as gimmicky as some of the tech Lexus has come up with. Not only are they gimmicky, but they are harder to use than Lexus' controls and I seriously doubt the electronics will last as long. Comments?
2. As for road manners, the Lexus handles decently for a luxury car. It does not tout itself as a performance sedan, although it has a decent amount of power. So why are you comparing a luxury sedan whose selling point is isolation from the road / ultra-lux driving experience with German performance sedans?
3. You mention loving the character of your older German vehicles. What do you think of today's 7 Series? WHy do I see no negative comments from you about the 7 Series for its ridiculously gimmicky iDrive, bad reliability, and lack of character?
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SOhp101 6:39AM (8/05/2007)
No reason to respond to j-d. His comments have an air of haughtiness/arrogance that only a self-proclaimed 'enthusiast' could contain. He automatically disqualified himself in effectively critiquing the LS when full size luxury vehicles obviously is not a segment that appeals to him whatsoever. Let him say whatever he wants to make him feel better about himself.
general comment: Using generic terms like 'soul' and 'heritage' is marketing garbage.
RE: your comments
iDrive may seem gimmicky but with the increasing addition of electronic devices into new cars it will soon almost become a necessity. I haven't tried using the new COMMAND interface in the Benzes but I have used the iDrive and the MMI quite a few times and I have to say that iDrive is intuitive once you get the hang of it. Could it be improved? definitely.
But I think one reality of the flagship models when it comes to luxury brands is that they will always have the most gimmicky options available, but it is a way for companies to attempt to implement it on a wide level to a customer base that's willing to burn extra money. It wasn't too long ago when satellite navigation, traction control/stability control and even air bags (plus many other features) were considered gimmicky.
By the way, I do like the styling of the (refreshed) 7-series. The LS looks striking as well, but in a more subtle way. The only bias I have against cars are ones from the big 2.5, but Ford/Mercury and Cadillac have grown on me a bit.