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Lexus' December to Remember reshaped by the pandemic

After spending the summer convincing consumers to take socially distanced breaks from grim reality, advertisers are now returning to the pandemic as the central focus in holiday shopping campaigns launching this month. U.S. companies from carmakers to retailers are under pressure to make the shopping season a success after retail sales crashed 21% earlier this year as millions of Americans lost jobs and cut their budgets. They face the challenge of convincing consumers to open their wallets for the holidays even as the coronavirus pandemic rages anew across the United States and Europe. As new campaigns roll out, brands feel it is their responsibility to inspire optimism for the coming year, but also empathize with “the hurt that people have,” said Jason Schragger, chief creative officer at ad agency Saatchi & Saatchi. Carmaker LexusÂ’ iconic “December to Remember” campaign, which features cars wrapped in giant red bows on picturesque snowy driveways, will focus on the different role that driveways have played this year, as people sought ways to celebrate birthdays, anniversaries and other milestones despite stay-at-home orders. New TV commercials launching on Monday feature family and friends doing a drive-by graduation party in their Lexus vehicles as a student in a cap and gown waves from her driveway. In another, a man greets his children and grandkids from a distance as they drive by, waving a homemade “Happy Birthday, Grandpa” sign. "We wanted to make sure we weren't showing large gatherings of people," said Lisa Materazzo, vice president of marketing at Lexus, owned by Toyota. "But it's nice to have a live interaction, and that can happen when you're safe in the car and waving from the driveway." Staying connected during the pandemic is the message behind ads for the department store MacyÂ’s, whose window displays and Santaland attraction have been hallmarks of the holidays since the late 19th century. At a time when flying home or hosting big family gatherings can be dangerous, Macy's is focusing on how finding and giving the perfect gift plays an even bigger role in connecting with people you can not see in person this year, according to Macy's chief customer officer Rich Lennox. A similar theme underpins Etsy's commercial, in which a woman who longs to see her grandson opens a gift of a handmade doll that matches a picture he had drawn.

Lexus LF-30 Electrified Concept announces the brand's entry in EVs

The star of the Lexus booth at the biennial Tokyo auto show is an extremely futuristic concept named LF-30 Electrified that previews the firm's cars could look like — and be powered by — in 2030. The LF-30 Electrified uses clever technology to take Lexus into the electric vehicle segment for the first time. Lexus has leveraged parent company Toyota's expertise in the field of hybrid powertrains to become one of the industry's pioneers in the segment, but it has always shunned fully electric drivetrains. The LS-30 signals an about-face. Drawing on lessons learned while designing hybrids, engineers developed a 536-horsepower drivetrain that consists of a mammoth, 110-kilowatt-hour lithium-ion battery pack and four in-wheel electric motors that can deliver front-, rear-, or all-wheel drive. Don't let the press images fool you; the LS-30 is huge. It's nearly as long as the firm's LS flagship sedan, closer to a Chevrolet Suburban in width, and it weighs almost 5,300 pounds. It can nonetheless reach 60 mph from a stop in 3.8 seconds, and it can travel for up to 310 miles on one charge according to the overly optimistic WLTP testing cycle. Those figures might be irrelevant, because the driver can become a passenger by turning on the on-board autonomous technology and letting it worry about how quickly to accelerate, and when to charge. There's even a drone that Lexus calls an Airporter that autonomous transports luggage, for example, from in front of the owner's house directly to the car's trunk. Odds are you won't even need to tip it. Traveling in the LF-30 feels different depending on where you're sitting. The driver experiences a new concept Lexus calls Tazuna that draws inspiration from how a rein can create a mutual understanding between a horse and a rider; it sounds similar to what Mazda aimed for with the Miata, which famously channeled Jinba Ittai, or horse and rider as one, but it's a completely different take on it. The driver can adjust the stereo or dial a destination in the navigation system without taking his or her eyes off the road thanks to steering wheel-mounted switches and a large head-up display. The driver feels a lot like a jet fighter pilot, then. The passenger, on the road hand, is traveling first-class thanks to a seat inspired by high-zoot air travel, and a gesture-controlled screen. The rear seats recline, and the folks sitting in them can watch movies on a voice- and gesture-controlled glass roof called SkyGate.

2019 Lexus GS F 10th Anniversary Edition Drivers' Notes Review | Nothing gray about this sedan

The Lexus GS F is an old-school performance sedan with a big, naturally aspirated engine up front. You won’t find the phrase twin-turbo anywhere in its press materials, and thatÂ’s completely fine. With 467 horsepower and 389 pound-feet of torque, the 5.0-liter V8 isnÂ’t going to outrun the high-powered Germans in a drag race. However, all of that power is usable on the street, right up to the glorious 7,300 rpm redline. A loud exhaust complements the loud styling on our particular test car. We had the honor of driving the 10th Anniversary Edition, which is limited to just 100 vehicles in the U.S. You pay extra for the special appearance, but man it looks good. Matte Nebula Gray paint wraps the exterior, while unique Fuji Blue leather trim covers the interior. Blue Brembo brake calipers behind BBS forged wheels keep the blue theme going on the outside. Michelin Pilot Sport tires come standard, providing an impressive amount of grip for the big sedan. Much of the magic to this anniversary car is thanks to the stunning blue interior — it even has blue carbon fiber and blue suede trim. Rear-wheel drive is the only way it comes — same goes for the eight-speed automatic transmission. The final price for our GS F 10th Anniversary Edition car comes out to $93,080. ThatÂ’s after the $5,000 anniversary package, $1,380 Mark Levinson audio and $900 head-up display. It still comes in under $100,000, which makes it cheaper than the M5 or Mercedes-AMG E 63 S sedan. Senior Editor, Green, John Beltz Snyder: I'm going to start off with something that might not be universal: I love this interior. I think the blue Lexus used here is to die for. The white stripes going down the center of the blue leather sport seats mirrors the blue steering wheel with white at top center. Those seats are actually pretty comfortable and super supportive, too. The blue microsuede-type liner on the dash is a little much, but in this case, a little much feels entirely appropriate. The blue stitching and even the blue-accented carbon fiber trim pop in this interior, mirroring the hint of blue spied on the brake calipers through the dark wheels outside. Finally, you might hate the mouse-type infotainment interface (this one managed to not piss me off entirely), but it looks cool inside this GS F. Lexus GS F 10th Anniversary Edition View 7 Photos Assistant Editor, Zac Palmer: I love that Lexus still uses big, naturally aspirated V8s in its performance cars.