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  • Ahmed Saleh

Lexus envisions versatile, anticipatory, and consumer-centric electrified future in vehicles

Lexus envisions an electrified future that is versatile, anticipatory, and focused on enhancing the consumer's driving and ownership experience. Their new marketing campaign, "Lexus Electrified," showcases how people inspire the versatility of Lexus' electrified vehicles.

The campaign emphasizes that one-size-fits-all doesn't apply to mobility needs and highlights Lexus' commitment to delivering an immersive luxury experience through a variety of powertrains.

Since introducing the world's first luxury hybrid SUV in 2005, Lexus has been a pioneer in luxury automotive electrification. With the "Lexus Electrified" vision, the brand aims to achieve carbon neutrality accessible to all guests through a range of powertrains, including hybrid electric vehicles (HEV), plug-in hybrid electric vehicles (PHEV), and battery electric vehicles (BEV).

The "Like Attracts Like" campaign illustrates the role people play in powering Lexus innovation. It showcases various individuals using electricity in different ways to pursue their interests, with cables symbolizing human electricity generating the power behind Lexus innovation. The ad features four electrified Lexus vehicles: RZ 450e, RX 500h, NX 450h+, and the Electrified Sport Concept.

As part of the "Electrified" campaign, Lexus partners with The Atlantic to sponsor "Progress," a project and event series covering modern progress and innovations shaping a better future. The campaign includes various media formats, from primetime TV to digital, social, print, and out-of-home advertising.

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