Lexus will be placing a strong emphasis on new products and in-vehicle technology in its modified, two-tier exhibit at the 2009 North American International Auto Show.
This strategy is an enhancement from last year's exhibit when the automaker used the second level to illustrate Lexus' partnerships with luxury hotels and sporting authorities such as the United States Golf Association (USGA) and United States Tennis Association (USTA).
"Product will definitely be the focal point this year," said Andrea Lim, Lexus Events Marketing Manager. "The exhibit will retain a contemporary boutique atmosphere with an emphasis on the future of Lexus, showcasing the newest products, our environmental commitment and technological advances."
The first floor of the 12,600-square-foot showcase will include an array of outstanding new vehicles, among them the 2010 IS 250C and IS 350C convertibles, and the 2010 RX 350 and RX 450h luxury utility vehicles. The exhibit will also feature the worldwide debut of the all-new HS 250h sedan, the fourth hybrid in the Lexus lineup. Adjacent to the HS 250h, Lexus will offer an interactive telematics display, highlighting new, in-vehicle technology found aboard the hybrid sedan.
On the second level of the exhibit, guests will experience the future of the company, via artwork and illustrations depicting "L-Finesse," Lexus' design philosophy. The artwork was part of a recent display at the 2008 Milano Salone del Mobile, a design exhibition held in Milan, Italy.
The Lexus exhibit, designed and constructed by Michigan-based George P. Johnson Company, also features actual materials (recycled, sustainable or reclaimed) from former Lexus vehicles. These materials help create many of the booth's surfaces and unique styling cues.
This unique use of car "parts" isn't relegated to just the exhibit. Lexus contracted famed New York-based jeweler Kenny Hwang to create one-of-a-kind jewelry, from reclaimed metal found on Lexus vehicles, for the exhibit's product specialists. This jewelry ranges from necklaces to bracelets to rings.
"The jewelry is just stunning," said Lim. "At a recent event, a number of visitors commented on the craftsmanship of the pieces, and they were completely amazed when informed of the jewelry's origins. For some of the ladies, they left the Lexus exhibit with a bit more admiration for the brand."
Similar to last year, the 2009 Lexus exhibit comes with a concierge, who welcomes visitors and guides them through the display, concluding with optional electronic registration for future communication with Lexus.
Lexus has become synonymous with luxury since its introduction in 1989. By offering some of the finest quality luxury vehicles and providing benchmark customer service, Lexus has remained the top-selling luxury nameplate in the United States for eight years in a row. Lexus and its 226 dealers have repeatedly achieved high honors for both the products they sell and the customer service they provide.