Lexus' Hybrid SUV Gets a Big Head Start

Marketing of Lexus R400h begins year before car goes on sale

Published: 13-Jan-2004

LOS ANGELES -- Lexus has started marketing its first gas-electric SUV, the RX 400h, nearly a year before its expected arrival, said Mike Wells, vice president of marketing.

Wells said the effort would build momentum for the vehicle as well as brand the company's commitment to the new technology. A print campaign by Team One using only type and the new logo, the Lexus badge with a raised "h," breaks this week in double-page spreads in The Wall Street Journal and USA Today.

The vehicle was shown for the first time at the Detroit Auto Show last week. Team One, El Segundo, Calif., created a 30-second type-on-white in-flight ad with the same theme as the spread. An outdoor campaign greeted visitors to the car expo. Copy states: "Now there's an h in Detroit."

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