Lexus LX: 1st Generation

Time for a blast from the past with this ‘96 Lexus LX 450 commercial:

The commercial’s slogan: “It’s everything a Lexus is, and everything a Lexus isn’t” is similar in message to the way the IS-F was introduced (“F is everything you thought we weren’t”), and for good reason. Both models expanded the Lexus brand in unexpected ways, though admittedly in exact opposite directions.

(Although it was very much a rebadged version of the Toyota Land Cruiser, this SUV is a personal favorite. I can still remember seeing the LX for the first time, right down to the black & grey exterior.)

It turns out the IS-F isn’t the first time Lexus has marketed a vehicle as the opposite of what you’d expect from the company, take a listen to the tagline of this 1996 LX 450 commercial:

“It’s everything a Lexus is, and everything a Lexus isn’t.” sounds pretty close to the IS-F’s “Everything you thought we weren’t” tagline.

(Perhaps Lexus should consider an off-shoot brand and just make the opposite of every car in their lineup.)