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Weekly Recap: Automakers rethink the definition of luxury

Variety is the spice of life, but it's becoming a prerequisite for luxury carmakers in the ultra-competitive US market. The Detroit Auto Show was strong evidence of this reality. It's not enough to offer attractive and well-appointed cars and SUVs anymore. Luxury brands that want to be competitive need to invest in everything from high-powered supercars to clever hybrids. To be relevant, you need to be green and mean – and everything in between. As General Motors product chief Mark Reuss said after the reveal of the 640-horsepower Cadillac CTS-V: "We are not leaving anything on the table." He was speaking for Cadillac, but he might as well have been speaking for the luxury car market. The CTS-V debuted in Detroit about an hour after Lexus surprised showgoers with the reveal of the RC F GT3 race car and then announced ambitious plans to return to competitive racing. That almost overshadowed the fact Lexus had just revealed another potent addition to its growing F line, the 467-hp GS F. View 20 Photos But for luxury brands, it's not just about maximum horsepower for well-heeled enthusiasts or decadent amenities for the Grey Poupon set. Strong competition from all corners has forced automakers to refine and expand their lineups in ways unforeseen even a few years ago. Case in point: Mercedes-Benz finally has an answer to the BMW X6, rolling out the GLE coupe in Detroit. The X6, which blends coupe-like styling cues with some of the functionality of an SUV, debuted in 2008. Back then it was a punchline, but seven years and more than 260,000 sales later, the X6's success has compelled Benz to respond. Mercedes – one of the strongest proponents of diesel technology – also debuted the C350 plug-in hybrid sedan, which promises a range of 20 miles on electricity, though fuel economy figures were not announced. The car pairs Mercedes' well-received 208-hp turbocharged four-cylinder with an electric motor for total output of 275 hp and 443 pound-feet of torque. Meanwhile, Infiniti will add the Q30 hatchback to its lineup by the end of the year, new president Roland Kruger reiterated in Detroit. It's expected to be joined by a crossover variant, and the additions will help strengthen Infiniti in the United States and abroad. "While we're expanding our product line, we're also expanding our market reach," he said. That's something echoed by Jaguar executives, who are preparing to launch the brand's first crossover, the F-Pace, in 2016.

Will.I.Am stars in new Lexus NX commercial, designs a version for Paris

Whether you love or hate its chiseled, angular lines and spindle grille, the Lexus NX is a big step for the brand as it jumps into the sea of luxury compact crossovers. We've already checked out the new CUV, and to promote its European launch, along with a different nose, Lexus has teamed up with producer and musician Will.I.Am for a commercial titled Striking Angles.
As the name suggests, the ad imagines a futuristic world where practically everything shares the NX's sharp-angled design aesthetic, including the wildlife. Over a thumping remix of his Dreamin' About the Future, the luxury CUV rolls through the misty city streets for Will.I.Am to check out.
That's not the end of Lexus' promotional efforts for its newest addition, though. The brand is also displaying a one-off NX styled by Will.I.Am during Paris Fashion Week. Read the automaker's entire release about its marketing plan for the CUV, below.

Will.i.am and Lexus make music on a runway with frickin' lasers

There's no doubt that an engine can make some fabulous sounds, but they don't technically fit the definition of music. In a spectacular recent stunt from Lexus, Will.i.am, and a huge team of technicians, a trio of NX CUVs actually became an instrument while driving down a runway to play the artist's song #thatPOWER. All that was necessary to get it done was the help of a whole lot of lasers and some very precise driving. The team rigged up 350 audio-sensitive lasers and lights to make this stunt possible, and it essentially turned the runway into a real-world version of the Rock Band video game interface. The three NXs needed to drive not only in the right location but also at the right speed to keep the song's tempo going. While what you see here was reportedly shot in just one night, setting everything up took 65 people over seven days. The awesomely named light artists, Marshmallow Laser Feast, designed the actual layout. The end result of all of the hard work definitely looks impressive in this video, but it also appears like this was a very difficult stunt to actually get right. A lot of the faces at the end of the clip were wearing a look of relief of finally doing things successfully. will.i.am AND LEXUS CREATE LASER AND SOUND SPECTACULAR ON EPIC STREET 'STAVE' FRONTMAN CHALLENGED TO NAVIGATE GIANT VISUAL INSTRUMENT IN ALL NEW LEXUS NX Brussels 30th July 2015 - #NXontrack - Lexus Europe, today unveiled an innovative audio-visual film which sees global entrepreneur and musician, will.i.am challenged to create a remix of one of his most iconic tracks, #thatPOWER in a breath-taking music, art and technology spectacular. . Played out on a disused runway lined with more than 350 projected mapped motion and audio sensitive lasers and lights, the front-man battles against speed and rhythm to conduct and navigate a trio of striking Lexus NXs', hitting the laser 'targets' at the correct tempo to synchronise with his smash hit. The unprecedented live event, shot in one night last week, sees the musician's skills put to the test as he joins three stunt drivers including 2013 Blockbuster, Rush frontman, Niki Faulkner, to take on the colossal 'sound-road', race against rhythm and successfully complete the challenge in the limited hours of darkness available before the sun rises. Speaking about the video, will.i.am said: "Working with the stunt guys to hit the laser targets in time with the music wasn't easy to get right but the result was awesome.