Lexus launches major campaign for hybrid cars

Lexus, the Toyota-owned luxury car marque, is launching the biggest campaign for its hybrid range to date. The £6m campaign, created by CHI & Partners, breaks this week and runs for six weeks.

The TV, outdoor, press and online campaign highlights the engineering innovations that Lexus claims has enabled it to build a range of high performance cars with lower emission levels than rival premium marques.

The campaign also coincides with the launch of the LS 600h hybrid power limousine, Lexus’ new flagship model. It features the strapline “One day high performance will come with lower emissions… not one day but today.”

Marketing Week revealed earlier this year that Lexus was planning to launch a hybrid version of every model in its range within two years (MW April 12).

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