The executive-seat feature in the rear of the new Lexus LX 600.
Lexus reportedly is planning to introduce a new three-row family hauler called the TX model by the end of 2023, but in the meantime, Toyota’s luxury brand is trying to squeeze everything it can out of the behemoth vehicles that have been at the top of its lineup for several years.
That includes a new marketing campaign for one of its largest SUVs, the LX 600, which replaced the previous generation’s LX 570 with an updated version featuring a new 3.5-liter, twin-turbo V6 engine. The new powertrain has boosted the nameplate’s fuel economy at the same time it has increased towing capacity.
“There are several vehicles in the prestige luxury-SUV category we’re competing with,” Mia Phillips, senior manager of advertising and media for Lexus, told me. “There aren’t a lot of new entrants, but other makes have been around for a long time, too, and have large loyal followings. Yet the category has continued to grow at a decent clip over the last 10 years.”
Lexus is doing more than throwing a gussied-up LX 600 into this mix: In its new campaign, the brand is specifically highlighting a single feature in rear seats taht feature what Phillips calls an ottoman as well as leg rest and a 48-degree decline. In one new ad, “Drumroll Please,” Lexus shows off the seating as well as its Lexus Interface and the brand’s first dual-display configuration.
“Typically we have advertised this vehicle as having a third row, and it afforda a bit more room than our GX,” Phillips said. “But what we’ve seen in focus groups early on is that our ultra luxury version of LX, with the executive seating, is really appealing to consumers. We call it ‘business class on wheels.’”
In the ad, three LX drivers — an athlete, an executive and a surgeon — are preparing for big moments and access the vehicle’s various amenities to help their mindset.
Buyers attracted to the feature, Phillips explained, “are affluent high achievers who have on-the-go lifestyles and are focused on their careers and pursuing their passions. And a lot of time they’re preparing for life’s big moments, work-related moments, in the vehicle. And instead of doing that in the driver’s seat, why not do it in the back seat? You can have the vehicle turn on your favorite music through the Lexus interface system and get a full-body, refreshing massage in the seat, kick up your feet and get some work done prior to your meeting.”
