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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 GX and LX future may be in doubt

With the debut of an all-new RX, Lexus is in a position for continued strong sales in the luxury SUV arena. The fourth-generation RX has grown, making room for the new NX model beneath it. But further up the ladder, things could change for the GX and LX. In an interview with Autoblog at the 2015 New York Auto Show, Lexus executive vice president Mark Templin gave some hints at the future of his brand's SUV lineup. "With NX and RX, we have a really good one-two punch in the crossover segments, and we think we can cover most of the markets with that," he said. As for the larger, three-row GX and LX models, which are built on a traditional ladder-frame chassis, things aren't so clear. Templin noted the the success of both models all over the world – the LX is the best-selling Lexus in Saudi Arabia. The same is true for sales here, he said: "We do very well with those products in the United States – GX has been a great product for us in the US for the last couple of years since its initial introduction. But the future of those vehicles longer term is in doubt because of regulations that are being driven by governments all over the world." Don't start stockpiling LX 570s in anticipation of shortages just yet. Templin didn't give any specifics; he just notes that tightening fuel economy and emissions regulations could affect product planning. In our analysis, if and when GX rides off into the sunset, Lexus still needs a midsize, three-row SUV to fill that gap. The most likely candidate for that is some variation on the RX. Whether or not that's the case, don't expect a BMW-like proliferation of body styles from Toyota's luxury division. "It creates problems. It creates complexity, that's hard for every step of the process," Templin said, nothing that too many models stresses the design department, manufacturing, and even dealers inventory selection. As for the bottom end of the lineup, Templin wouldn't comment on a compact SUV below the NX, saying "I think there are more potential options for us in the future, but we're not trying to grow the number of models we have in our lineup. It's not really what our core business is about." For now, Lexus and Templin are focused on launching the RX, which accounts for three of every 10 Lexus models ever sold. The 2016 model, available in RX 350 and RX 450h hybrid versions, goes on sale by the end of the year. Related Video:

2016 Lexus RX First Drive [w/video]

There is no more important model line to Lexus than the RX. Year to date, with a replacement on the way, the RX accounts for 28 percent of the brand's sales. It's the undisputed champ of the midsize luxury SUVs, nearly outselling BMW's entire SUV lineup. So when it came time to push a significant update to its best-seller, Lexus put the whole of its engineering might into the challenge. The 2016 RX represents the very best that Lexus is capable of, specifically when its spindle-shaped grille is pointed at its core audience. Starting with the basics, Lexus increased the exterior dimensions. Wheelbase grows just under two inches while overall length goes up by five. But overall interior space remains exactly the same at 139.7 cubic feet. Rear-seat passengers get extra space – head, hip, and legroom all nudge up slightly for 2016 – but it comes at the expense of cargo area, at least on paper. Whereas the 2015 RX offered as much as 80.3 cubic feet of storage space with the rear seats folded, the 2016 model cuts that by a quarter to 56.3 cubes. Lexus representatives say that cargo space is up, and the numerical reduction is due to different measurement methods. The 450h's cargo area is smaller by a negligible half cubic foot due to the location of the car's battery pack. The new RX looks seriously chiseled. RX buyers and their friends enjoying the more spacious back seat are going to look considerably more stylish in 2016. The new RX looks seriously chiseled, with sides creased and cut to the point that there's hardly any flat surfaces. It's hard to pick favorite details, but we really like the upward-kick of the rocker panel. At the front lives Lexus' ubiquitous spindle grille, more exaggerated than ever before and rimmed by a strip of thick chrome. Sharp lines dominate the rest of the fascia, from the slit-like headlights to the arrowhead-shape that surrounds the fog lamps. There is a premium lighting package that includes LED lamps everywhere not to mention awesome sequential turn signal indicators in the taillights. UPDATE: It turns out the awesome sequential turn signal indicators aren't going to be available in the United States, which is a big bummer. If the floating roof looks familiar, that's because you've seen it on the Nissan Murano. Somehow the massive proportions of the trademark Lexus grille is not the most controversial styling element of the new RX.