Lexus Makes Art, Starts Conversations
Lexus is getting its customers to talk about its new flagship vehicles, the LS460 and the LS460 L. Its strategy? Turn these products into art. The car company has created a traveling exhibition titled "Light and Speed" to showcase its 2007 models, which Lexus hopes will woo its target consumers -- who it describes as affluent, worldly, and appreciative of art -- into talking about them. The exhibit debuted in Los Angeles, spent last month in New York, and will travel to Chicago this month. It includes several collaborations with artists, who have designed both architectural and photographic works around the cars in order to turn them, like other art, into "conversation pieces."
