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Here We Go Again: Lexus attacks EVs in new ad [UPDATE]

UPDATE: We got a comment from founding member of Plug In America Paul Scott on this ad. It's available below. The last time Lexus attacked plug-in battery vehicles in an ad, it had to apologize. The company is remaining on message, though, and has revisited a hybrid-vehicle advertising campaign that implies that driving a battery-electric vehicle is a big waste of time, because of all the charging you need to do. With the new spot, Lexus once again raised hackles of plug-in vehicle advocates because, once again, the accuracy is questioned. "The ad's message was that a consumer could [drive] a vehicle with advanced technology today, without sacrifice or change in habit." – Lexus spokesman Brian Bolain Lexus is running print ads (click to enlarge) in publications like Wired poking fun at EVs, the International Business Times says. Lexus highlights range anxiety in the spot, comparing the amount of time it takes to fully recharge an EV – and the idea that air conditioning and using the radio can shorten an EV's range – to the fun of just driving a Lexus. "The [print] ad was merely intended to paint a picture of life with a hybrid, which is basically no different from life with a traditional gas-powered vehicle, versus life with an EV, which can have challenges or at least uncertainties," Lexus spokesman Brian Bolain told AutoblogGreen. "In other words, at its core, the ad's message was that a consumer could participate in driving a vehicle with advanced technology today, without sacrifice or change in habit." The campaign picks up where Lexus's previous anti-EV campaign left off this spring. A website promoting Lexus's hybrids (and parent company Toyota's H2 vehicles) claimed that there was a hydrogen refueling infrastructure set up in 20 US states (not anywhere close to true). Plug-in advocates were also quick to note that higher-powered EV recharging systems can allow a plug-in to be recharged in far less than the four hours the Lexus site claimed. Of course, Toyota has a lot more skin in the game when it comes to hybrids and, starting next year, hydrogen fuel-cell vehicles than it does for plug-ins. Through August, the company sold just 842 RAV4 EVs and about 11,500 Toyota Prius Plug-in Hybrids in the US. That compares to almost 19,000 Nissan Leaf EVs and a Tesla Model S count that's likely close to that figure as well (Tesla breaks out neither monthly sales numbers nor US-only sales for the Model S).

Toyota recalls 1.37 million more vehicles for Takata airbags

Toyota is expanding its passenger-side Takata airbag inflator recall campaign by an additional 1.37 million vehicles in the United States. The models covered under this broadened recall are the 2003-2007 Corolla, Matrix, and Lexus SC430; the 2005-2006 Tundra; and the 2005-2007 Sequoia. In total, Toyota says that this expansion brings the number of its vehicles covered under the Takata inflator recall in the US to 2.915 million. For these latest models, owners will be notified by mail soon. The move is similar to a recent decision by Honda to broaden its recall list. As with millions of other vehicles covered under these recalls, it's possible for exposure to moisture to cause the inflator to ignite too quickly in an airbag deployment. This can cause shrapnel to be sprayed at occupants. At least seven deaths have been potentially linked to these ruptures worldwide. TOYOTA EXPANDS TAKATA AIRBAG SAFETY RECALL TORRANCE, Calif., June 16, 2015 – Toyota Motor Sales, USA, Inc. today announced that it is expanding its recalls involving Takata front passenger airbag inflators. Based on recent information from Takata and the National Highway Traffic Safety Administration (NHTSA), Toyota will recall approximately 1,365,000 additional 2003-2007 Corolla and Corolla Matrix; 2005-2006 Tundra; 2005-2007 Sequoia; 2003-2007 Lexus SC430 vehicles. This brings the total number of Toyota and Lexus vehicles covered by Takata recalls in the U.S. to approximately 2,915,000. In the involved vehicles, the front passenger airbag inflators could potentially be susceptible to rupture when deployed and seriously injure vehicle occupants. "Toyota's focus remains on the safety and security of our customers, and we will continue to respond promptly to new developments so we can resolve issues for them as quickly, conveniently and safely as possible," said Dino Triantafyllos, chief quality officer, Toyota Motor North America. Multiple investigations into the root cause of the potential for inflator rupture are taking place, including by Orbital ATK, an independent engineering firm commissioned by an industry-wide joint testing initiative comprised of the ten automotive manufacturers conducting Takata-related recalls. All known owners of the affected Toyota / Lexus vehicles will be notified by first class mail to return their vehicles to a Toyota / Lexus dealer. The dealer will replace the airbag inflator with a newly manufactured one.

Lexus pushing upmarket as others move down, LF-LC production hinted [w/video]

Jeff Bracken, Lexus' US group vice president and general manager, knows his company lost its position as America's biggest luxury brand back in 2011, and it's a mantle that his employer probably won't be getting back any time soon. That's because Lexus is electing not to follow the luxury segment's downmarket trend any more than its $32,500 CT 200h hybrid hatchback. "Since we won't be going down below $30,000, it will be very difficult for us to ever regain luxury leadership," Bracken admitted on Autoline After Hours late last week.
Rivals Mercedes-Benz, BMW and Audi all have new low-end entries on sale or in the wings to entice new buyers and fortify their CAFE scores, but Lexus has Toyota and Scion to capture sales underneath its lineup. Instead, Bracken hints that Lexus is going upmarket and higher-performance, fueling ongoing rumors of a LFA successor, or perhaps a new offering based on the lauded 2012 LF-LC coupe concept shown above, a production version of which could also slot in where the unloved SC convertible left off. "We need to begin bringing to market luxury performance... higher performance vehicles. IS-F certainly was the beginning of that, maybe on the lower end," says Bracken.
Later in the online video interview show, Bracken gets even more candid: