The Power of "h"? Lexus Introduces New Hybrid Marketing Campaign

From the White House campaign trail to Hollywood and beyond, the missing "h" is altering behavior and changing philosophies.

The transformation took hold overnight as the popular letter went missing from key landmarks (including the Hollywood sign), computer keyboards, TV game shows and the alphabet in schools.

Presidential hopefuls like Hillary Clinton and Mike Huckabee are said to be huddling with advisors.

Although frequently silent, "h" clearly has enormous power. Its disappearance has created a hubbub in cities from Houston to Honolulu. Heavy turnout is expected today at an "h" rally in Hilton Head, South Carolina. In China, meanwhile, worldwide sporting officials are discussing the impact an h-less world will have on hurdlers, high jumpers and heptathletes.

"Not since the conversion of hieroglyphics to letters and characters has language changed so dramatically—and never in such a short span of time," said renowned linguist Herbert Higgeby (heretofore to be known as Erbert Iggeby). "The impact of the 'h' departure cannot be overstated. I've already received calls from leading chemists who are concerned about the implications on the periodic table of elements, particularly H (Hydrogen) and He (Helium)." Adding, "Even the fate of Valentine's Day is unclear as ‘h' leaves behind words like ‘honey' and ‘sweetheart.'"

According to sources close to the letter— "g" and "i"— "h" has simply found a better place to be: the rear badging on Lexus hybrid vehicles—which distinguishes hybrid from non-hybrid models. The automaker, whose line of luxury hybrid vehicles includes the RX 400h, GS 450h and LS 600h L, has been at the forefront of alternative power train solutions and has had hybrid vehicles on the road since 2004. For "h," this special badging represents an opportunity to live in a place that looks forward and believes in change.

Meanwhile, Lexus officials say the automaker will be addressing the disappearing "h" phenomenon in an ad campaign slated to break later today.

For additional information, visit www.thepowerofh.com.

 

1970toyotamarc - 2/5/2008 11:34:31 AM

-2 Boost

ater

Auto_expert - 2/5/2008 3:18:22 PM

+3 Boost

Yeah, thanks Mr. Obvious (xdrive). Now tell us something we don't already know (Lexus is a bore to drive).

It's funny. I got some spam (through snail mail) from Lexus yesterday on the 600h. I have no idea how they address. It's was addressed to and anonymous "Lexus fan". Reaching a bit there Lexus?

I looked through the lit. The 600h is ridiculous (hybrid system on a barge). Uh, no, not interested, Toyota!

autopro - 2/6/2008 3:44:42 PM

-1 Boost

Still sells 70,000 units a year.A vehicle performs the way its designed to.The ES350 is designed to be a baby LS460 and people buy it,alot of people.I know what your next responce is going to be,"old people". The last time I checked their money looked the same as a younger person's money.That's a smart company that meets that demand.

1970toyotamarc - 2/5/2008 11:32:50 AM

+4 Boost

ilarious

MeanVulcan - 2/5/2008 11:39:03 AM

+7 Boost

wo cares!

enthusiastx11 - 2/5/2008 12:48:24 PM

+2 Boost

hey josh.

only a few percent of toyotas cars are hybrids.
they're in business for the money and they make LOTS of it.

oh, and let's not forget all those hundreds of thousands of eco-friendly V8 tundras, sequoias, LX570s, land cruisers, LS460s, LS600s, etc.

get a clue kid.

1970toyotamarc - 2/5/2008 1:02:15 PM

0 Boost

You mean te Tundras tat get better mpg wit te new larger, more powerful engine.

S4cabriofoxone - 2/5/2008 6:01:43 PM

+2 Boost

You're right, it went from 12 to 13!

Anthony - 2/5/2008 6:40:12 PM

+3 Boost

Toyota's "few percent" of hybrids is larger than GM and Ford's, and the Europeans. Change does not happen overnight.

EL34 - 2/5/2008 11:52:13 AM

-2 Boost

What does it matter it's still an oyLex :-)

answer - 2/5/2008 12:04:09 PM

+3 Boost

You say that as if it's a bad thing.

w209w114 - 2/5/2008 11:59:16 AM

-2 Boost

I saw the commercial. Nothing creative

1970toyotamarc - 2/5/2008 12:42:52 PM

+1 Boost

ell yes!

kpaxx - 2/5/2008 12:45:06 PM

+3 Boost

really all those hybrid batteries and extra manufacturing resources to make hybrid cars are very harmful to the environment.

I don't think toyxus cares about the environment if they really did they would stop selling all those big SUVs and Large cars.

enthusiastx11 - 2/5/2008 12:45:40 PM

+2 Boost

well young man, you've certainly bought into the hype.

there is NO SUCH THING as a car that is not harmful to the environment. as long as it eats gas, it's HARMFUL.

please explain how three cars that burn far more gas than average cars (LS, GS and RX) are good for the environment.

kpaxx - 2/5/2008 12:46:31 PM

+2 Boost

toyota cares about selling cars and making money this is why they have put a lot of effort into the silly h campaign

JRobUSC - 2/5/2008 1:03:42 PM

+3 Boost

Josh, good for you, enjoy your ULEV IS250. I'm going to assume the ignorant smack talk is regarding BMW. I make that assumption thanks to all the rest of the Lexus trolls on this site, if I am incorrect I apologize. If I am corect though, you'd be interested to know that according to the CARB the BMW 328i is a PZEV vehicle. What does that mean? For starters it means the 3-Series is almost twice as clean as the IS. Interestingly, when searching for "clean cars" on their site the IS doesn't even come up, and SULEV is the best rating any Lexus earns (and only for the hybrids, the rest of the Lexus lineup doesn't qualify as "clean"). Anyway, see below for rating explanations (and feel free to look up vehicles yourself at http://www.driveclean.ca.gov/en/gv/vsearch/cleansearch.asp).

PZEV
Partial Zero Emission Vehicles meet SULEV tailpipe emission standards, have a 15 year / 150,000 mile warranty and have zero evaporative emissions.

SULEV
Super Ultra Low Emission Vehicles are 90% cleaner than the average new model year vehicle.

ULEV
Ultra Low Emission Vehicles are 50% cleaner than the average new model year vehicle.

1970toyotamarc - 2/5/2008 1:04:30 PM

-1 Boost

Wrong kpaxx, by far te most environmental impact a veicle as is during te driving pase, not te manufacturing pase.

Hwany - 2/5/2008 6:28:25 PM

+1 Boost

Congratz to your father for having both a girly son and a car as well.

VISO - 2/5/2008 6:46:30 PM

0 Boost

Drive a Diesel!

enthusiastx11 - 2/5/2008 12:43:30 PM

-1 Boost

more propaganda from lexus.

saving the world one 14.9mpg LS600 at a time! oh and that SULEV emisions rating...big deal, your standard 3-series gets that same rating.

answer - 2/5/2008 12:54:21 PM

-2 Boost

See this is where the real "power of h" lies. Lexus can select but one letter of the alphabet and that's all it takes to bring forth a flury of anti-Lexus/Euro-only crap from the usual suspects.

If Lexus/Toyota bothers you so much, and you know so much more than anyone else here about the auto industry, environment, etc., I suggest you stop clicking on articles featuring "Lexus" in the title.

You're not only wasting your's and our's time, but you make yourself look like an arrogant ass in the process.

1970toyotamarc - 2/5/2008 12:59:42 PM

+2 Boost

entusiast, dont put in fake statistics to prove an OPINION of yours. ater. I'm aving so muc fun wit tis, wtcing all the aters come out. Ave a nice day.

1970toyotamarc - 2/5/2008 12:59:50 PM

+2 Boost

entusiast, dont put in fake statistics to prove an OPINION of yours. ater. I'm aving so muc fun wit tis, watcing all the aters come out. Ave a nice day.

1970toyotamarc - 2/5/2008 1:00:50 PM

+2 Boost

oops, sorry about tat double post.

enthusiastx11 - 2/5/2008 7:00:29 PM

-1 Boost

toyota1970:

i've quoted two FACTS. here are the sources:

LS600 mileage of 14.9MPG:

http://www.motortrend.com/roadtests/sedans/112_0712_high_end_luxury_sedan_comparison/

i was, however, mistaken about the emissions rating of the BMW 3-series. it's actually PZEV, which is one level ABOVE the lexus hybrid emissions rating and the same as a PRIUS:

http://www.driveclean.ca.gov/en/gv/vsearch/cleansearch_result.asp?vehicletypeid=16

enthusiastx11 - 2/5/2008 7:10:59 PM

-2 Boost

by the way, NOT ONE LEXUS gets a PZEV rating.

5 BMWs and 3 mercedes do get PZEV ratings. so who's more environmentally sensitive? please provide FACTS.

http://www.driveclean.ca.gov/en/gv/vsearch/cleansearch_result.asp?vehicletypeid=16

enthusiastx11 - 2/5/2008 7:13:49 PM

+2 Boost

it is funny how the lexus fans will fall on their swords.

you can get PZEV ratings--one notch above any lexus hybrid's emissions rating--in 5 different BMW models. and much better mileage in dozens of cars.

so what's the point of these hypocritical 'hybrids'?

enthusiastx11 - 2/5/2008 7:19:26 PM

-1 Boost

it is funny how the lexus fans will fall on their swords.

you can get PZEV ratings--one notch above any lexus hybrid's emissions rating--in 5 different BMW models. and much better mileage in dozens of cars.

so what's the point of these hypocritical 'hybrids'?

answer - 2/5/2008 5:06:29 PM

+3 Boost

Compare the LS hybrid to a V12 7 series. In terms of engine performance, emissions, mpg, and price the hybrid Lexus measures up nicely. That was, not surprisingly, what Lexus intended.

In an era where even a 40 mile round trip commute can have you sitting in stop and go traffic most of the time, hybrids do make a whole lot of sense.

I always find it amusing that some of the most ardent poo-pooers of hybrids are the same self-described "enthusiasts" that thinks every car should be a 500+ hp monster. Those things aren't exactly Captain Planet approved now are they?

S4cabriofoxone - 2/5/2008 6:07:23 PM

-2 Boost

"Compare the LS hybrid to a V12 7 series. In terms of engine performance, emissions, mpg, and price the hybrid Lexus measures up nicely. That was, not surprisingly, what Lexus intended."

But why would you shoot for the slowest twelve-cylinder sedan on the market (760)? Technically, yes, that means the LSh has "V12 performance..." but puh-lease! Give me a break! Even then, it's a bit slower than the 760.

I'm tired of talking about this car. It doesn't make sense IMO, and that's final.

Anthony - 2/5/2008 6:38:59 PM

+4 Boost

The LS600h argument is tired, I agree, but nobody is forcing anyone to comment on it. It may be underpowered and slower than the V12 competition that it was shooting for, but that does not make the car a failure in any way. Both versions of the C-Class are underpowered, so they are destined to be failures as well, I guess.

VISO - 2/5/2008 6:48:06 PM

-1 Boost

h = hypocrisy

S4cabriofoxone - 2/5/2008 7:42:10 PM

-2 Boost

Where did Anthony say I was a hypocrite? He provided a completely inoffensive post.

"When I told him that the Nissan GT-R is nearly a full second faster 0-60 then the Audi R8, he said it doesn't matter, the R8 is still a great car. "

The problem I have with the LSh is, Lexus was asserting that the car would have twelve-cylinder power and six-cylinder fuel economy. In reality, it has eight-cylinder performance and eight-cylinder performance. There's nothing wrong with that, but why not get an LS460 instead? Do you really want that leather dash when it costs $30K extra?

Audi did nothing of the sort. The R8 is its own car. Nobody buying an R8 would cross-shop it with a GT-R, and vice versa. They both have mile-long waiting lists and breathtaking markups.

S4cabriofoxone - 2/5/2008 7:44:27 PM

-1 Boost

And also... the GT-R's fastest time (3.3) is 0.6 sec quicker than the R8's best of 3.9.

But I don't really know why I'm talking about this, because it doesn't matter; sane people know that both are extremely desirable in very different ways. The R8 is more of a glamorous sports car that just "happens" to have excellent performance and stunning handling. The GT-R is a precision tool that can hang with the best of 'em without sacrificing ride comfort or distinctive style.

S4cabriofoxone - 2/6/2008 12:23:41 AM

-1 Boost

"the euro spec LS600h gets 25 american miles per gallon with 440 horses while giving you the luxury of a Maybach."

The Euro-spec LS600hL, no matter how much power it has, is still slower and gets worse fuel economy than the £20,000 cheaper Audi A8L 4.2 TDI. I think I know which one I'd choose.

You're not going to convince me that the LS600hL has the "luxury of a Maybach," sorry. Just because it has a recliner? It's a nice luxury sedan, but no more opulent than its main competition.

The rest of your post is obviously very biased, so I won't address it. Do you think I'll respect your views when you begin a paragraph with "Diesels suck?"

S4cabriofoxone - 2/6/2008 11:30:55 PM

+1 Boost

"the A8 really has nothing on the LS600h. As a luxury sedan the LS600 is so much smoother and quite, as well as much more luxurious. "

You know that's your PERSONAL OPINION, right? I personally wouldn't own an LS. They're too boring. Luxury? Of course. But Performance? I'll get back to you on that. And while it's attractive, it doesn't look particularly expensive.

That's where the A8 comes in. It has timeless, elegant, effortless beauty. I always have to stare when that car drives by. It whispers of class without screaming "I HAVE MONEY!" like an S-Class. The interior is second to none, and that includes the LS. Exquisite design carries into every detail of the cabin, from the perfectly placed leather and suede accents to the aluminum trim accenting the lustrous wood. And on top of all that luxury, it gives you perfect dynamics and some fabulous engine choices. Again, I know which one I would choose.

You are entitled to your opinion, and I am entitled to mine. Case closed!

S4cabriofoxone - 2/6/2008 11:33:16 PM

+1 Boost

BTW... according to Audi, the 2008 A8 is the quietest luxury sedan on the market.

And as for your Maybach comparison: I don't care what you think, the LSh is not in the same league as the Maybach. I like it, but it's not what you make it out to be. I like the S and A8 better because they don't only give you luxury, but they also give you top-notch performance, a wide variety of engine choices (consider what the European versions have to offer) and über classy style.

tattedtwice - 2/6/2008 5:40:31 AM

+1 Boost

They can try all they want to market this latest gimmick as environmentally sound, and it will work on the ignorant consumers who've been fooled by the hype and/or those who believe everything they read. That 5-10 extra miles per tank and slightly lower emissions output will cost just as much in the long run. And I won't even get started on those batteries that run those things....

tattedtwice - 2/6/2008 5:47:22 AM

+4 Boost

I love the slaughtering the ls600 takes in the press. This thing has got to be the most pointless and ridiculous vehicle to hit the road since a certain overweight convertible hardtop truck a few years ago.

From M/T:
"The all-wheel-drive Lexus exhibited pigheaded understeer in most corners...."

"the LS 600hL seemed to roll as much or more than the other cars here, even when set to "sport" mode (it's borderline nautical in "comfort")."

"Charging hard up the hill depleted the battery quickly (actually, pressing the gas pedal on any type of road kills the battery quickly), and horsing the CVT through its eight virtual gear ratios with liberal doses of carpet-crushing throttle provoked an unseemly "hybrid system overheat" warning."

"We didn't find the hybrid gear equal to sacrificing a golf-bag's worth of trunk space for..."

"In the end, the Lexus strikes us as ideal for CEOs who've made their fortunes plundering the earth's resources and want to appear to be making amends. It said little to us beyond "Forgive me; I'm not quite the guzzler I appear to be." Its smugness irked us almost as much as its undeserved 600 badge."

"4th place: Lexus LS 600hL
Overpromises and underdelivers on performance, fuel economy, and even luxury."

OUCH!

XYZZ - 2/6/2008 7:08:32 AM

-3 Boost

i love how the haters all rant about what a failure the ls600hl is, and then...

it sells 300% of the initial planned production! LOL!

JRobUSC - 2/6/2008 8:38:16 AM

+2 Boost

the car being a sales success just proves people are stupid and will believe anything a marketing firm tells them to believe. It in no way makes the marketing claims true, since virtually every independent test has deemed the LS600h a failure at everything Lexus claims it to be.

XYZZ - 2/7/2008 1:51:19 AM

+1 Boost

YOU are more stupid than the lexus 'marketing' people. as for buyers of the ls600, maybe they are not the BOY RACERS most car rag writers (failed would be racers) are.

you really think they CARE that other vehicles may have better 0-60 times? you think they don't APPRECIATE city mpg TWENTY-FIVE PERCENT better than the ls460? and far better than ANY competing luxo-barge?

as for hwy mileage, they likely don't really care either. they FLY on trips needing more than a coupla hours by car.

your presumptuous judgement on the intelligence of people who likely earn 3-10+ times MORE than YOU do, only reflects on your OWN stupidity.

XYZZ - 2/7/2008 2:07:48 AM

+1 Boost

you are right.

when i traded my '93 toyota standard cab el strippo model for a '94 XtraCab, i expected a hit on mileage and performance. the specs indicated the '94 weighed 250 lbs more. NOT counting the extras like a/c, ps, upgrade stereo, chrome bumpers etc.

i DID have a slight reduction in 0 - 60 time.

but my fuel mileage turned out to be IDENTICAL.

XYZZ - 2/7/2008 2:29:37 AM

+1 Boost

i attribute this to my driving style, which minimizes brake use and maximizes coasting. thus, whatever extra fuel used in building up speed even with the extra weight, is mostly RECOVERED by my taking advantage of the greater momentum and kinetic energy.

with the same driving style, i've gotten 30 - 33 mpg OVERALL out of an '00 ford focus. and 40 mpg OVERALL with an '03 corolla!

on trips, my mileage does go down some. due to 1) increased drag at higher speeds as you mention (it's difficult for me to stay under 70 mph on the open road), and 2) higher rpms still exact a greater penalty than the constant acceleration/deceleration cycles in urban/suburban driving, all without exceeding 23-2500 rpm.

so even my NON-hybrid vehicle gets better mileage in town than on the highway! ;)

Targa - 2/6/2008 3:46:41 PM

0 Boost

Lexus h = marketing with no real substance

NorCalBMW - 2/6/2008 11:03:15 PM

+2 Boost

Okay, lets also get one thing straight about Toyota/Lexus and the fact that they're out to "save the world"

The Toyotas use batteries that contain nickel, which is mined in Ontario Canada. The plant that smelts this nickel is apparently nicknamed "the Superstack" because of the amount of pollution it puts out; the area for miles around it is a wasteland because of acid rain and air pollution.

That smelted nickel then has to travel (via container ship) to Europe to be refined, then to China to be made into "nickel foam," then to Japan for assembly, and finally to the United States. All this shipment for each tiny step in the production process costs a great deal, both in dollars and in pollution.

Toyota currently has a factory that it stores the batteries that they have yanked out of these Hybrids when they needed replacement, and have yet to figure out what to do with them.

Toyota/Lexus is by any means helping the enviroment, they are destroying it right in the faces of people around the world advertising it like they're doing the world right.

XYZZ - 2/7/2008 1:35:29 AM

+2 Boost

NPR ran a story today, from a reporter at the chicago auto show interviewing various experts, industry representatives, and consumers.

diesels, even the new clean diesels, are far more overhyped than hybrids. (IF one even ACCEPTS that hybrids are overhyped, rather than having REAL positive points.)

it's true diesel vehicles get high mpg ratings. the reasons for this are: 1) diesel engines run high compression ratios, and 2) diesel fuel has more chemical energy content than gasoline.

against this: 1) it takes more crude to produce a gallon of diesel than it does for gasoline. 2) the energy required in the refining process is also greater for diesel. 3) the total carbon in diesel exhaust is higher. 4) needing to be more robust due to the high CRs, diesel engines weigh more.

bottom line: diesels have a BIGGER carbon footprint than conventional cars, to say nothing of hybrids.

enthusiastx11 - 2/7/2008 12:23:34 PM

-1 Boost

and i'm sure you and NPR factored in that diesel engines last 3x longer than gasoline engines because they are built to withstand enormous compression ratios.

so be sure to multiply the carbon footprint of the production process of a gasoline/hybrid engine by 3 when comparing to a diesel.

XYZZ - 2/7/2008 4:36:49 PM

+1 Boost

LOL! what a SORRY rationalization for not letting go of all the diesel hype.

who CARES how long a diesel car (vs. trucks; justifiable) engine will last. the vast majority of CAR owners trade their cars before the engines are even 1/2 worn out. and these are GAS engined cars.

people who keep diesel cars until the engines are completely worn out are anal retentive. and forego for decades, all the latest developments in auto tech and safety.