VIDEO: Hanging Cars From Chains? Master Painters Educating Computers? A Car Tuned Like An Instrument?

Lexus' tagline is "The pursuit of perfection." Well, if you only thought it was marketing mumbo jumbo, it decided that it would prove you wrong. Several times over.

In fact, Lexus decided to produce a series of videos dubbed 'The hard way,' which displays how the brand is consistently pushing itself to deliver a better product that is highly scrutinized. Our hats off to the brand.

But the real question is: did Lexus decide to produce these clips after the highly published issues it has had over the past 12 months?

Whether it did or not doesn't really matter because it was a watershed moment for the entire automotive industry. 2010 will probably go down in history as the year with the most recalls, from ALL manufacturers.

Take a look at some of our favorite clips from Lexus down below and judge for yourself...

Why attempt something never done before? See how Lexus takes the hard way with the behind-the-scenes mini-documentary for the Chain commercial.

Why teach a robot to paint like a human? Only a master painter can define the best pattern for painting a Lexus vehicle. See how Lexus takes the hard way to unite the strengths of craftsmen with the power of technology.

Why tune an engine like a musical instrument? For our drivers to have the most precise command of their driving experience, they need the most from all of their senses. See how Lexus takes the hard way in connecting driver and vehicle.

[Source: Lexus VIA YouTube]

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WorldofLuxury - 1/19/2011 1:32:06 AM

+3 Boost

I love these sort of commercials!

MeanVulcan - 1/19/2011 10:07:40 AM

-4 Boost

attempting to dismiss 2010 as anything other than catastrophic for Toyota/Lexus is simply biased. While other automakers had some recalls, NONE to the level and notoriety as Toyota/Lexus. Proof of this is the sharp decline in Toyota/Lexus sales.

Marketing is really for those that fall for the pitch. Nothing in this video tells me what noteworthy effort went into building these cars. Stunts shot on video after the fact are only marketing gimmicks. Show me a real stunt without having to edit video or practice a million times to get it just right, or have ideal conditions then maybe I'll believe it. Lexus commercials have been just that, an overly practiced stunt in controlled conditions which really do not impress anyone wise enough to see past it. Why not show Lexus supremacy on the track??? hmmm, I wonder why they haven't ventured into racing???? perhaps because their attempts (F1, LeMans) have only brought failure?!?!?!?