Lexus Driving Simulator Ad Campaign

The marketing team at Lexus is no longer using vehicles or in-car technologies to promote its model line-up, but this time thought of adopting what they used to design safer cars: the world’s largest and most advanced driving simulator ever built.

The world-class simulator is located on the company’s research campus in Higashifuji, Japan, inside a room the size of a football field. On top of a series of complex full motion tracks sits a round domed structure, approximately 15 feet high and 56 feet in diameter, supported on a full three-axis hexapod system.

Inside the dome, a real Lexus vehicle is mounted to a turntable, allowing drivers to test and experience actual vehicle controls. A high-definition imaging system provides a full 360-degree environment of roads around the vehicle. Drivers can see and hear traffic and the city around them, including receding scenery viewable in the side- and rear-view mirrors.

Lexus engineers not only study traditional traffic incidents, but they also conduct testing that determines driver response while distracted by technology such as text messaging, navigation systems and car warnings and displays.

Simulation of driving scenarios allows the engineers to analyze driver reactions before an accident to determine what technology could assist in helping prevent future accidents.

“In our latest television spot, we are inviting consumers into our state-of-the-art testing facility for a behind-the-scenes look at the Lexus driving simulator to see this revolutionary machine in action,”
states Dave Nordstrom, vice president of marketing for Lexus. “It’s a real-life example of our innovation and dedication to bringing customers the future first.”

The new TV spot featuring the simulator titled, “It’s Out There,” debuts today and can be viewed below:

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