Q&A: Lexus Looks For A Passing Lane On A Crowded Super Bowl XLVI Highway

The Cross Bronx Expressway in New York and  I-93 in Boston are notorious for their traffic jams. But they have nothing on the pile-up of more than a dozen car-related commercials that aired last year during Super Bowl XLV and the traffic-jam of auto-category ads that will appear during Super Bowl XLVI. 

According to research and marketing firm Kantar Media, automakers spent a record $77.5 million on ads during last year’s Super Bowl. The figure is expected to be approached, if not topped this year. Among the automakers that will be part of the NBC broadcast on Feb. 5 – at a cost of as much as $3.5 million for a 30-second spot – are Volkswagen, Hyundai, Honda, Acura, Chrysler, General Motors and Kia. Companies in the auto category also on the roster include Bridgestone and Cars.com.

Despite the heavy category congestion, Toyota’s upscale division Lexus has opted in for its first Super Bowl with a commercial scheduled to air during the first half of the game. The company will feature its 2013 GS but will also herald eight other new or updated models hitting the road this year.

As a lead-in to the launch of the full spot, Lexus unveiled a 15-second teaser and several supporting spots at a dedicated YouTube site. The company also launched a social media-based trivia game, TweetDrive Engineered by Lexus on NBCSports.com, which ran during the NFL playoffs. Consumers who registered to play had the chance to win a trip to one of NBC Sports’ “premium sports events” in 2012 (excluding the London 2012 games and 2012 French Open).

Big Lead Sports spoke with Brian Smith, Lexus vp-marketing, about the challenges and rewards of being a rookie advertiser on a Super Bowl stage with an audience that should approach 100 million.

Big Lead Sports: When did the company decide to have a commercial during Super Bowl XLVI?

Brian Smith: I can’t give you the exact date. But I’d say at the point when we knew how important 2012 would be to us. With the release of nine new or updated models, we looked at ways to get that message to people. In those discussions, we were saying, ‘How can we do something different for Lexus?’ To really tell the world that not only are we launching new products, but that the brand is shifting to be more passionate with our products, better driving dynamics . . .  That there is a movement taking place with Lexus. The Super Bowl last year was watched on TV by more than a 100 million people. So the Super Bowl is, obviously, a premier place to tell the story.

BLS: Was this the first time Lexus had considered a Super Bowl ad?

BS: I’ve been with Lexus for about five years, managing Lexus sales in the U.S. for four years and then last August [becoming] vice-president of marketing. This is the first time we discussed being in the Super Bowl.

BLS: What are you looking to have happen with the commercial: Raise brand awareness for Lexus and/or the 2013 models, drive consumers to Lexus dealers, attract consumers who may not have Lexus on their radar, other, a combination of all or some?

BS: I’d go for all of those. There are really three specific things we talked about. First is clearly to send a message. People have never seen Lexus on Super Bowl Sunday. So some people would say that Lexus is making a statement. The fact that there is a change in our brand is going to be clear, and that it comes through. Second is the launch of the 2013 GS. This is the featured vehicle and really the first of an all-new face of Lexus with a single-grill design. That will be very clear in this ad. Third, that there is a lot more to come. GS is just the first in what will be this onslaught of new models.

BLS: Looking at the car category and the Super Bowl, last year’s game on Fox had more than a dozen automakers and car-related companies, and this year will also have a high volume. How will Lexus stand out?

BS: That validates the great exposure you can get with a Super Bowl ad. Super Bowl ads are different from other high-profile ads. Many people will watch the Super Bowl just for the ads. That puts additional pressure on everybody. But in our case, it is probably a little bit easier. We are not usually in the Super Bowl. If you are in the Super Bowl every year, I can imagine this might be another year where you go, ‘Wow. How do we do something different?’ For Lexus, the ad is going to look different from any traditional ads you’ve seen from Lexus over the last 20 years. So I really believe it makes it a little easier for us to stand out.

BLS: The auto industry recently was in a big slump, which was reflected in the low number of Super Bowl ads from car companies. But the auto category was dominant during Super Bowl XLV and will be strong again during Super Bowl XLVI. What does that say about the auto industry and perhaps the U.S. economy in 2012?

BS: You’d be absolutely right if you’re saying that [the number of Super Bowl ads] is a good indicator of the auto industry and the economy coming back strong. We just came back from the Detroit Auto Show, really the first of the big auto shows of the year. And it’s clear that there is a positive outlook not just on the economy but all of the auto makers. They are focused on new products. That is coming through in the Super Bowl.

BLS: The Lexus commercial will run during the first half of the game. Do you have more specific placement details on when it will run? Was that placement a Lexus media planner decision or done in conjunction with NBC to keep car commercials from running back-to-back?

BS: If I knew I would give you something more specific. At this moment, I don’t know. Regarding placement, I can’t speak for NBC, although I can imagine they don’t want to run auto ads from competing companies back-to-back. I do believe that, through our media team, placement was done to be mutually beneficial to spread out the auto ads as much as possible. From our position, we would not like to see our ad follow or being followed by another auto ad.

BLS: Lexus has released a short teaser for the ad. Have you seen the whole commercial?

BS: Oh, yeah! Love it. I believe we will release the entire ad on Jan. 31. (See the teaser ad here.)

BLS: What was the response to the Lexus TweetDrive activation?

BS: That has been very exciting. One of the things Super Bowl offers is so many ways to do integrated marketing in other areas. Lexus has long been a leader in building a social community and doing more with our social community than most companies. Lexus TweetDrive was a cool way of saying to people, ‘If you’re watching all the NFL playoff games this is a great way to engage with us.’ We don’t have the full results yet because the activation just ended [on Jan. 22], but it was a great way starting in early January to get people interested in our Super Bowl message.

BLS: What are you looking for after the Super Bowl?

BS: We will be involved with the Sports Illustrated Swimsuit Issue, as we were last year. Lexus will be the official automotive marketing partner of the Sports Illustrated Swimsuit Issue. It is an exciting way to get our message out. And you’ll see Lexus ads and messages throughout the year related to sports as well as elsewhere.

BLS: Have you made a decision about Super Bowl XLVII? If not, what would confirm your decision to do it or not: GS sales, response to the commercial or something else?

BS: Obviously, we want our Super Bowl XLVI ad to be a big success. But the issue of whether we do another Super Bowl or not is really tied to where our brand is and what the message is that we want to get out. This is an unusual year for us with so many major things coming. Next year, if we again have that kind of news, we would consider it. But if is just to be in the Super Bowl every year, I doubt it.

BLS: You are based in Torrance, California. Are you OK with having the first Lexus ad run during a Super Bowl featuring two East Coast teams?

BS: [Laughs.] And also I grew up in the Bay Area and still root for the San Francisco 49ers and Oakland Raiders. So speaking strictly from a personal standpoint, the answer is no! But speaking for Lexus, we expect the game to have a huge audience. So having the New York Giants and New England Patriots from that standpoint is fine.

 

Courtesy of The Big Lead

Your Monday Maintenance Tip: Car Battery Life

Your car's battery is the heart of its electrical system and the chief cause of winter weather start-up woes. In cold weather, the battery loses about half its strength while the demands on the battery increase. Low temperatures reduce the battery's engine-cranking power, and by thickening the engine oil, they also make it more difficult for your engine to turn over. Cold fuel doesn't vaporize well, which adds to the difficulty.

Almost all private and public vehicles that we see on major and provincial roads use battery for their electrical needs. Radio, lights, horn and the ignition system is dependent on the battery which is a component of the vehicle’s electrical system.

Some may be wondering why the vehicle’s battery doesn’t drain off quickly despite continuous and repeated use. This is because vehicles have their own charging system composed mainly of the alternator and voltage regulator. The charging system ensures that the battery is continuously charged every time the engine is running.

The most common type of battery vehicles use is the lead acid-type battery. These types of batteries have lead and lead oxide plates submerged in about 35 percent sulfuric acid and 65 percent water solution, creating a chemical reaction. The product of this chemical reaction is electricity.

Most often than not, drivers put tap water on batteries, unaware of its negative effects. Tap water has minerals that can ruin battery function, which would eventually slow down the electricity generation. It is necessary to use distilled or de-mineralized water only on batteries to prevent break down.

Care for car battery

The battery is one of the most important parts of the vehicle that needs continuous check-up and maintenance. It is important to know the appropriate care to extend its operating life and at the same time, proper handling to prevent accidents.

Here are some important tips to consider in battery maintenance:

• First, wear eye, hand protection and the proper clothes are worn if you are going to personally check your battery. Remember, battery contains acid and protective gears can shield you from the corrosive chemicals inside the battery. When battery is mishandled, it may cause burns or more serious injuries. Once you are fully-geared, place the battery properly and make sure that it’s stable, not shaking or rocking when mounted, to avoid any short circuit.
• Check the terminals where the battery cables connect to be sure they are tight and free of corrosion. If corrosion is present, get a qualified technician to clean the terminals.
• The plates must always be submerged in water (distilled or de-mineralized) inside the battery but never over-fill your battery. The water level must not go below the recommended level to prevent rapid deterioration of battery plates. Fill to 1/4" below bottom of split ring (1 1/2" below top). Water should be added after charging. Filling before charging can cause the battery electrolyte to bubble over during charging. If plates are exposed, however, add enough water to cover the plates by 1/8" before charging.
• Don’t use sulfuric acid in refilling the battery, it is recommended to use water only for refilling. The sulfuric acid inside more or less remains the same throughout the battery life. (Some batteries do not require water refilling because they are sealed. These are commonly known as maintenance-free batteries.)
• Change the battery in case you happen to see any cracks, vents or swelled battery casing. Most likely, your battery is gradually failing and replacement is inevitable.
• Also, always make sure that the battery is always clean. Even a small amount of dirt can cause “power leak” causing uncontrolled discharge and electricity loss.
• Make sure the battery is firmly secured to its mounting bracket. An unsecured battery that shifts around can become damaged, and possibly cause short circuits. All exposed metal parts of the terminals and cables should be greased to prevent future corrosion.
• Aside from the battery, you must also check the electrical wirings and cables to ensure that there are no stray strands or damaged insulation (leading to exposed wires) that may cause electrical leaks and short circuits.
• Batteries come in many different sizes. When replacing a car battery, make sure you choose the right size for your car. When it comes to car batteries, bigger is not always better.
• The terminal clamp of the cable must be kept clean. Use a simple solution of baking soda and water in cleaning the terminal clamp especially when you notice the accumulation of white powdery substance around the electrodes. There are times the engine would not start if the battery terminal is corroded.
• In removing or cleaning the battery, remove first (-) ground cable followed by the (+) cable. If you are going to reinstall the battery, the (+) cable must be put first before the (-) ground cable. In this way, we can avoid short circuit if the wrench accidentally touches the grounded part of the vehicle.
• Use warm water and a mild detergent to remove grease and dirt from the plastic surface of the battery. This is important because a layer of dirt can actually act as a conductive agent, causing the battery to constantly discharge slightly.
• Do your part in protecting the environment by simply returning used batteries to battery shops for recycling. Recycling is one good way to reduce pollution.
• Your mechanic can load-test your battery to see if it is capable of sufficient charge on below-freezing days.  Replace it if it does not pass the test.
• “The battery is literally the life spark of your car,” says Dave McMullen, director of marketing at EnerSys, makers of Odyssey Dry cell Batteries. “Your automotive winterizing routine should include a full check up and cold-weather prep for your car battery.” If you live in climate that is excessively cold, think about obtaining a battery or engine heater. The heater will help the battery start the car by reducing the power necessary.
• Read your owner's manual before disconnecting your battery to ensure that computer or radio memories are not lost. You may need to enter a password to get these components functioning again. These passwords are normally included with the owner's manual packet that came with your vehicle.
• Always disconnect the battery before doing anything else. Remove the cable from ground first, which is usually the negative terminal. This disconnects the battery from the car’s entire electrical system and minimizes the risk of causing sparks. Then remove the positive terminal connection. Never use a screwdriver to pry off stuck-on battery cable terminals because you could damage connections inside the battery post. Instead, use a battery puller tool to remove cable terminals.
  

  Recharging guidelines for maximum life

  • Recharge immediately after each use
  • Use battery charger matched to the battery's size
  • Do not overcharge; an automatic charger that turns off or on with a timer is your best bet
  • Always slow charge a deep cycle battery; never fast charge or boost charge it
  • A 10-12 hour charge with the appropriate charger at the correct amp rate will usually bring your battery to a full state of charge from a deep discharge

    
    Courtesy of SmartMotorist.com

The Lexus Fashion Workshop: Episode Two

These boots were made for driving! The next installment is here - watch fashion designer Alejandro Ingelmo turn CT Hybrid parts into footwear.

Globetrotting: A 600,000-mile Lexus road trip

If you want advice on handling jetlag, or any other long-haul travel tips, you could do worse than ask the chief engineer of the new GS, Yoshihiko Kanamori.

Over four years, he traveled the world in an effort to understand the driving conditions faced by car enthusiasts of different nationalities. All in all, Kanamori and his team racked up more than 600,000 miles in the current model and the pre-production car.

“In Japan, the working principle is called genchi genbutsu, or ‘go and see,’ and it’s about discovering first-hand what the situation is and how to respond,” Kanamori says. “I personally drove the GS in the U.S. as well as in Western and Eastern Europe, where the roads can be harsh.”

Testing was, indeed, intensive. No speed limits on the German autobahn allowed Kanamori to get a strong feel for straight-line stability, high-speed lane changes, and steering precision; the team also explored urban challenges in L.A. and the extreme heat of Death Valley.

And then there were the roads outside Moscow, where Kanamori and his team drove the GS on pot-holed and rutted surfaces, ice, and snow.

“We had never carried out any development tests in Russia before, but it was important to do so,” Kanamori says. “We weren’t really sure what the official process was when it came to approvals. Luckily our dealer out there knew someone in the police force who was happy to sit in the car with us, so our tests were essentially performed with a personal police escort. The local police forces had never seen this kind of thing before.”

His colleague, Lexus Drive Meister Yoshiaki Ito, has another story about responding to the unpredictable, this time in Japan. “For a while after the terrible earthquake in March, we had no power on our circuits, so we had no floodlighting for testing when the nights drew in. But that didn’t stop us. We used the headlamps on other cars to give us light. It wasn’t perfect, but we carried on in semi, occasionally total, darkness.”

 

Courtesy of Lexus Magazine

Your Monday Maintenance Tip: Winter Driving

Severe weather can be both frightening and dangerous for automobile travel. Motorists should know the safety rules for dealing with winter road emergencies. AAA reminds motorists to be cautious while driving in adverse weather.

AAA recommends the following winter driving tips:

• Avoid driving while you're fatigued. Getting the proper amount of rest before taking on winter weather tasks reduces driving risks.
• Never warm up a vehicle in an enclosed area, such as a garage.
• Make certain your tires are properly inflated.
• Never mix radial tires with other tire types.
• Keep your gas tank at least half full to avoid gas line freeze-up.
• If possible, avoid using your parking brake in cold, rainy and snowy weather.
• Do not use cruise control when driving on any slippery surface (wet, ice, sand).
• Always look and steer where you want to go.
• Use your seat belt every time you get into your vehicle.

Tips for long-distance winter trips:

• Watch weather reports prior to a long-distance drive or before driving in isolated areas. Delay trips when especially bad weather is expected. If you must leave, let others know your route, destination and estimated time of arrival.
• Always make sure your vehicle is in peak operating condition by having it inspected by a AAA Approved Auto Repair facility.
• Keep at least half a tank of gasoline in your vehicle at all times.
• Pack a cellular telephone with your local AAA's telephone number, plus blankets, gloves, hats, food, water and any needed medication in your vehicle.
• If you become snow-bound, stay with your vehicle. It provides temporary shelter and makes it easier for rescuers to locate you. Don't try to walk in a severe storm. It's easy to lose sight of your vehicle in blowing snow and become lost.
• Don't over exert yourself if you try to push or dig your vehicle out of the snow.
• Tie a brightly colored cloth to the antenna or place a cloth at the top of a rolled up window to signal distress. At night, keep the dome light on if possible. It only uses a small amount of electricity and will make it easier for rescuers to find you.
• Make sure the exhaust pipe isn't clogged with snow, ice or mud. A blocked exhaust could cause deadly carbon monoxide gas to leak into the passenger compartment with the engine running.
• Use whatever is available to insulate your body from the cold. This could include floor mats, newspapers or paper maps.
• If possible run the engine and heater just long enough to remove the chill and to conserve gasoline.

Tips for driving in the snow:

• Accelerate and decelerate slowly. Applying the gas slowly to accelerate is the best method for regaining traction and avoiding skids. Don't try to get moving in a hurry. And take time to slow down for a stoplight. Remember: It takes longer to slow down on icy roads.
• Drive slowly. Everything takes longer on snow-covered roads. Accelerating, stopping, turning - nothing happens as quickly as on dry pavement. Give yourself time to maneuver by driving slowly.
• The normal dry pavement following distance of three to four seconds should be increased to eight to ten seconds. This increased margin of safety will provide the longer distance needed if you have to stop.
• Know your brakes. Whether you have antilock brakes or not, the best way to stop is threshold breaking. Keep the heel of your foot on the floor and use the ball of your foot to apply firm, steady pressure on the brake pedal.
• Don't stop if you can avoid it. There's a big difference in the amount of inertia it takes to start moving from a full stop versus how much it takes to get moving while still rolling. If you can slow down enough to keep rolling until a traffic light changes, do it.
• Don't power up hills. Applying extra gas on snow-covered roads just starts your wheels spinning. Try to get a little inertia going before you reach the hill and let that inertia carry you to the top. As you reach the crest of the hill, reduce your speed and proceed down hill as slowly as possible.
• Don't stop going up a hill. There's nothing worse than trying to get moving up a hill on an icy road. Get some inertia going on a flat roadway before you take on the hill.
• Stay home. If you really don't have to go out, don't. Even if you can drive well in the snow, not everyone else can. Don't tempt fate: If you don't have somewhere you have to be, watch the snow from indoors.

  
  Courtesy of AAA Exchange

Lexus LF-LC wins Eyes on Design award

Every year at the Detroit Auto Show, the Eyes on Design awards honors the best designs among production vehicles and concepts debuting that year. Unlike, say, the North American International Car and Truck of the Year awards, the only vehicles eligible for an Eyes on Design award are the ones that introduce themselves to the world – well, really just North America – in Detroit.

What's particularly interesting is that the judges for these two awards (one for production vehicles and the other for concepts) are all active or retired designers themselves, so they know a little something about the topic. This year's group includes, among others, Volkswagen head of design Walter de Silva, President and CEO of SRT Ralph Gilles, and GM Vice President of Global Design Ed Welburn.

This year, the Eyes on Design award was handed out to the Lexus LF-LC in the concept category. The LF-LC eked out a W over the Chevrolet Tru 140S and Lincoln MKZ.

Courtesy of Auto Blog

Lexus Teases First Ever Superbowl Ad [Video]

As a lead-in to a range of new products planned for introduction this year, Lexus is putting together its first ever Superbowl commercial, which will air during the first half of this year’s game on February 5th on NBC.

The almost Super 8 esque 30-second commercial, centers around the new 2013 Lexus GS, which officially launches in February, as well as emphasizing future products to come (catch a sneak peek below).

In the run up to the Superbowl XLVI commercial, Lexus is also launching a social media activation tool called “TweetDrive Engineered by Lexus.” This airs live on NBCSports.com and will provide football fans with the opportunity to put both their knowledge of the game and social media skills to the test during the actual Playoffs, according to Lexus’ vice-president of marketing Brian Smith.

The objective is for each fan to gain enough yards on the “field” so their “team” can score a touchdown, by providing the correct answers to both trivia and predictive game questions, using a Lexus TweetDrive hash tag.

For every Playoff game in which fans play TweetDrive, they are entered into a draw for a grand prize, which is a trip for two to any NBC Sports Premium Event.

Watch the teaser video below:

Courtesy of AutoGuide