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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).

Lexus UX Concept represents a bold crossover future

This is the Lexus UX Concept. You can call it the Ucks, because that's what we're doing. And oh yeah, it's really weird. The UX is a concept in its truest form, from the bizarre wheel/tire combo to the "inside-out" design concept, the latter which reminds of Wonko the Sane from So Long and Thanks for All the Fish. Designed by Lexus' studio in southern France, we aren't even really sure how to describe the design features of the UX. The sharp and angular exterior bleeds in and out of equally strange cabin seamlessly. But more than the body's creases and cuts, it's the general shape of the UX that's most interesting – this is a compact crossover, but it looks more like a jacked-up shooting brake than a typical two-box CUV. The rear doors seemingly bleed into the aggressively raked C-pillar, while the long hood give the UX a more sporting character than most cars in this segment. At the same time, Lexus went out of its way to deemphasize the UX's sporty traits – square, off-road-like wheel arches contrast the strong front fenders that bulge up and above the hood, for example. The fact that designers painted these arches silver to contrast with the lovely amethyst paint gives them an even greater visual weight. Lexus says the overall idea for the silver accents – the wheel arches, mirrors, and roof rails – "represent a form of continuous yet interrupted bone structure." Whatever you say, guys. But the wheels and tires represent the strangest visual detail. The 21-inch wheels actually extend into the tires. Lexus says it used laser carving to cut into the tire sidewalls, and then integrated the wheel spokes into rubber. The visual effect reminds us of those weird airless tires that pop up every few years. The interior, meanwhile, implements Lexus' Kinetic Seat Concept for the first time. Believe it or not, the futuristic seats are the most insignificant part of the cabin. See, UX, in tech circles, is short for user experience. With a name like that, we expect big changes to the driving experience, and that's what Lexus delivers – from the swooping, overlapping dash that creates a real sense of depth from the driver's seat to the three-dimensional effect of the cabin's three displays, the cabin is a fascinating place. Of all the "deconstructed" styling elements Lexus implemented on the UX, we like the design of the dash the most.

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.