In The Need Of Street Cred: Will Lexus Track Days Change Public Opinion?

Realizing that public opinion can be difficult sway Lexus has decided in 2008 to stage driving events of the new IS-F at select tracks around the nation, in an effort to boost awareness of performance improvements in the lineup.

Brian Bolain, Lexus’ national manager of interactive marketing and automotive events.
said in an automotive news interview “The typical Lexus buyer is not going to be persuaded into an IS-F,” Bolain said. “It’s for someone who wants power and control. We are going to focus heavily on driving opportunities.”

This type of campaign was chosen in lieu of a massive marketing campaign as a way to reach the sport driver specifically.  No word yet on if they will allow side by side comparisons of competing models. So stay tuned for more details as they become available.