2016 Lexus RX 350 Aims for More Diverse Audience in New Ad Campaign | Edmunds

2016 Lexus RX 350 Aims for More Diverse Audience in New Ad Campaign


TORRANCE, CaliforniaLexus is pitching the redesigned 2016 Lexus RX 350 SUV to a diverse audience, including Hispanic and LGBT customers, in a new advertising campaign that debuted on Monday.

In addition, the RX will be featured in the 2016 Sports Illustrated Swimsuit Edition for the first time.

The 2016 RX 350 and companion RX 450h hybrid are on sale now at Lexus dealerships.

The Lexus SUV targets a long list of competitors, including the Acura MDX, Audi Q7, BMW X5, Infiniti QX70 and Volvo XC90.

Two national spots highlight the RX's design and performance, Lexus said in a statement.

Three "multicultural" spots are aimed at a black audience, a Hispanic audience and LGBT buyers.

The broadcast ad for Hispanics is "inspired by magical realism" and features a man waking up in a desert and finding a Lexus RX key fob in his hand.

"He enters the vehicle and drives through a dreamlike mountain pass," Lexus said. "A beautiful woman appears as he drives by and gets in, representing the unexpected yet highly desirable RX."

In "Ahead of the Curve," the ad "speaks to LGBT customers," Lexus said.

"A stylish couple start their day in their avant-garde home as one man grabs his briefcase and walks outside to his new RX," the company said. "The house mirrors the sculpted RX body, demonstrating that the SUV was engineered to keep up with a modern lifestyle."

Edmunds says: The RX 350 traditionally appealed to married women. This ad campaign, especially a six-page spread in the Swimsuit Edition, is designed to bring in a new crop of buyers who might not have put this popular SUV on their shopping lists in the past.

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