The automotive industry is saturated by SUVs. We know that not everyone wants a purpose-built sedan but for those who do, we’ll keep making it. We targeted Millennials who know how to be all-in on their passions and if others don’t get it, so be it. That’s what being all in on the sport sedan means. Not for all, but for the select few.
Manifesto
At Lexus, we do what everyone else doesn’t.
Unapologetically different.
All-in on the pleasure,
And power,
That set us apart.
Not everyone understands that being all-in on passion
Ignites purpose.
The IS 500 does.
This sports sedan is built to be experienced,
Not driven.
A rare, all-in combination of luxury and performance.
We know you’ll own everything that comes with it.
Lexus - The All In Sports Sedan
Headlines
It’s not indulgent if it has a purpose.
Do you really care if people get this?
Bigger isn’t better. Faster is.
Pure, unadulterated pleasure.
Nostalgia just got a whole lot faster.
It’s not indulgent. It’s disciplined thinking.
Committed to doing what everyone else doesn’t.
We can’t guarantee you won’t spend hours staring at it.
Dare to drive differently.
The pursuit of exhilaration.
Built to be experienced.
The anecdote to your Mom’s SUV.
Lexus - The IS 500 Sports Sedan
For Team One