Letting people take your car and turn it into something special like a piece of art is especially good business if the four-wheeled mechanical contraption used to be a premium vehicle, because this ties in nicely with your target audience that’s usually into artsy things.
Lexus has joined this marketing game by letting four fashion designers pick and choose from the 2,000 parts of dismantled CT 200h hybrid hatch. The products they come up with will be featured in the January 2012 issue of Vogue magazine, so there’s plenty of publicity for Lexus.
“Merging the worlds of luxury automobiles, art and fashion is another example of how Lexus is ‘Engineering Amazing’ or maybe more appropriately, ‘Engineering Unexpected,’” said Brian Smith, vice president of marketing for Lexus. “We were able to challenge four designers to turn one of our most progressive hybrid vehicles into innovative fashion pieces, inspiring the designers, and the world, to see things differently.”
“Merging the worlds of luxury automobiles, art and fashion is another example of how Lexus is ‘Engineering Amazing’ or maybe more appropriately, ‘Engineering Unexpected,’” said Brian Smith, vice president of marketing for Lexus. “We were able to challenge four designers to turn one of our most progressive hybrid vehicles into innovative fashion pieces, inspiring the designers, and the world, to see things differently.”
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