VIDEO: Lexus Sets the Bar High, Chains Four Cars on LS in New TV Ad

In another sign that luxury automakers in the U.S. are raising the stakes -or so to speak- with their latest commercials, following Audi's recent A8 ad, Lexus has released a new TV spot as part of an advertising campaign to demonstrate how far the company goes to achieve perfection.

This particular broadcast ad is titled “Chain” and it shows a crane slowly lifting the front end of a LS, which is attached to four more Lexus models (RX, GS, ES and IS) using nothing more than cables and stretch bars. At the end of the spot, a $375,000 LFA comes into the shot and parks directly below the chain of vehicles weighing a total 21,000 pounds.

The key point here is that the commercial is real and that no special effects were used for its creation as Lexus proves in the 'Behind the Scenes" video.

“It isn’t enough to just say that we pursue perfection, we want to demonstrate the great lengths we go to in our pursuit,” states Dave Nordstrom, vice president of marketing for Lexus.

“The new broadcast spot allows us to focus on the foundation of our vehicles, the chassis, and show its almost unbelievable strength. In fact, we feared that it would be so unbelievable, we invited a physicist and structural engineer to witness the shoot, to prove that it did, in fact, occur without the use of special effects or computer generated-imagery.”

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VIDEO: C&D Pits Lexus LFA Against Ferrari 599 HGTE

In 1971, one of the greatest one-on-one boxing matches took place in New York's Madison Square Garden: the bout between Mohammed Ali and Joe Frazier. So big was this event, advertisers dubbed it, 'The Fight of the Century'. Now, two different contenders take to the ring (uh...tarmac). The reigning champion: the Ferrari 599 GTB Fiorano HGTE. The challenger: the Lexus LFA. Video after the jump.

One is a purebred, Italian racehorse with decades of motor racing heritage under its belt. The other is the new kid on the block: the young hood with its 'doof doof' music and unshakable will to win.

So maybe I went a bit too far with the boxing analogy...

The real scoop here is U.S. magazine Car and Driver putting the V12-powered 599 GTB HGTE and V10-powered LFA through their paces on the narrow, sodden backroads of Wales. Technical editor Michael Austin is behind the wheel of the Ferrari while executive editor Mark Gillies is in the Lexus. Their goal: to find out which of these two, similarly priced front engined, rear-wheel-drive GTs is the best?

Watch the video and decide for yourselves.

By Tristan Hankins

Source: C&D

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Lotus Presents Akio Toyoda with Special Elise to Celebrate Current and Future Partnership

Clearly, it's good to be the boss. How so? Lotus CEO Danny Bahar recently made a trip to Japan to thank Toyota for their companies' long - and soon to be longer - partnership. For those new to the game, Lotus has been sourcing its power plants from Toyota for a while and currently all Loti use one form of Toyota mill or another.

Bahar handed Toyota CEO Akio Toyoda the keys to a Lotus Elise powered by the very last 2ZZ-GE VVTL-i built, saying, "The presentation of Toyota's last 2ZZ engine in the Elise is a symbolic gesture of our continued respect and deep appreciation for our partner not only acknowledging our past but also looking forward to our future together."

Proton-owned Lotus will soon unveil its Toyota-powered Evora S and Evora IPS models in Paris, while the 414E is apparently still in the pipeline and waiting for an investment from the British government.

As for the oft-discussed Esprit, rumors suggest that Lotus's flagship may be powered by Toyota's 1LR-GUE V10. While the Esprit may still be a ways out, we could be getting some information about it as soon as the Paris show, so stay tuned.

On using his company's engines in Lotus cars, Toyoda said, "A Toyota engine in a Lotus car creates a completely unique drive feeling – a special blend featuring the best of Lotus and Toyota that we hope many car lovers continue to experience and enjoy." That, and they're reliable as hell, so you know your car won't spontaneously combust...

By Phil Alex

Lexus Announces LFA Luggage Collection, Tens of Buyers Rejoice

Traveling in the Lexus LFA will soon get a lot better for some of the vehicle's owners, thanks to a new dedicated line of travel cases designed to fit perfectly in the boot area of the $375,000 Japanese supercar. Created in partnership with Tumi, New Jersey-based manufacturer of travel bags and suitcases, the two-piece luggage set will accompany the LFA in select markets, including the US and Europe.

The Tumi cases are styled using components that are directly related to the appearance of the LFA, such as aluminum and carbon fiber-like materials. Each bag will be inscribed with the vehicle identification number (VIN) corresponding to the owner's LFA.

Lexus said each case is designed with a distinct purpose - the smaller piece sized to fit the "essentials for track racing, including gloves and shoes, or items for a quick getaway", and larger one, for longer trips.

The first deliveries of the 552HP V10-powered Lexus LFA will be begin January next year. Production will be limited to a total of 500 units worldwide, with around 20 cars scheduled to be built each month.

Lexus LFA Special Edition Officially Revealed - As if this NEEDED to Happen... [High-Res Photos]

Lexus feels the need to release a sub-model of its LFA. As if the car needs any more attention drummed up; enough people are drooling over this piece of engineering arrogance as it is.

Officially referenced as the SPECIAL EDITION in the press release , it'll be available in Black, Matte Black, "Whitest White", or Orange.

The LFA SE will come with canards and a fixed wing in CFRP (carbon fiber reinforced polymer); you know, to make it more unique than the other $375,000 Lexus down the street. Also, they'll apparently help at the track aerodynamically.

Power is said to get a boost from 560 to 570 horsepower (ECU work, most likely), and the suspension is "high-power-only", whatever that means. The Special Edition's SWs (special wheels) will be shod in grippy rubber (Haiguripputaiya), which should help get the power to the ground through the re-calibrated transmission.

Whereas a regular LFA's shift speed on a track day would be around 0.2 seconds, an SE owner's rack day will get done just a hair quicker at 0.15 seconds.

There's no word yet on pricing...this is the point where clever people would usually put "If you have to ask...", but I'm not clever, I'm realistic. You just can't afford it. That, or you don't live in the right area with the right roads.

- By Phil Alex