Lexus at the 2017 Frankfurt Auto Show

Joaquin Ruhi

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With a crowded press conference schedule and nothing truly new to showcase, Lexus decided to try something at the 2017 Frankfurt Auto Show that, depending on your perspective, is either a desperation move or an interesting experiment: an on-demand, augmented-reality press conference during the full course of the show's two press days. Lexus explains it in this European Newsroom press release:
http://newsroom.lexus.eu/lexus-at-t...ieres-and-a-deeper-dive-into-the-lexus-brand/

This, plus the uncertainty revolving around what Toyota will unveil during its own conventional 15-minute press conference led me to write this Kaizen Factor commentary piece:
http://kaizen-factor.com/toyota-affiliates-allies-upcoming-2017-frankfurt-auto-show/
 

Gecko

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Different just for the sake of being different, I guess. Thanks for your write up and overview though!
 

krew

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krew
17-09-06-lexus-virtual-reality-press-conference.jpg


A "press conference on demand" by use of the Microsoft Hololens.
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zeusus

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Different just for the sake of being different, I guess. Thanks for your write up and overview though!
I don't really see it that way.

Everything is going "on demand". Nobody is ditching the traditional pressers anytime soon but it only makes sense for an automaker to start doing this and getting feedback. Traditional and AR pressers can co-exist and they probably will going forward.

Glad it was Lexus, they are really putting a lot of marketing dollars into building their brand and it shows with all of the sponsorships and side projects they have going on.