performance vehicles for luxury automaker Lexus requires commissioning the
meticulous work of its Takumi masters. With at least 25 years of training,
Takumi possess a rare blend of skill and spirit, have a passion for excellence
and will stop at nothing to achieve it.
This combination of relentless
attention to detail and high-performance is highlighted in Lexus’ new national
marketing campaign, launched globally. The campaign, called “Performance,
Crafted to the Extreme,” showcases the Lexus LC 500, RC F and GS F from
production to pavement, showing how high tech assembly coupled with Takumi
mastery yields extreme exhilaration on the road.
“At Lexus, we believe craft is
measured not only by product quality, but also by the quality of the emotions
it evokes,” said Cooper Ericksen, Lexus vice president of marketing. “Takumi is
the highest honor within Lexus’ engineering ranks – from extensive track
testing, to titanium engine components, to aerodynamically sculpted bodies,
painstaking attention to detail is paid to each of Lexus’ high-performance
vehicles,” he added.
The marketing campaign
includes two 30-second TV spots, “Crafted Extremes” and “Extreme Measures” and
one 60-second digital spot, “Crafted Extremes – Extended Cut.” For the spots,
Lexus partnered with top drifting and Hollywood stunt driver Rhys Millen and
renowned automotive director Ozan Biron. The production crew received
unfettered access to Lexus’ factories, which are normally off-limits.
Lexus Takumi and a rare peek inside the factories
Among the 7,700 workers at the
Miyata Lexus Plant in Kyushu (Japan), there are just 19 Takumi. Positioned as
team leaders, they preserve Lexus traditions and pass on valuable skills and
processes, making certain every aspect of each Lexus vehicle is flawless.
“It has been said,” notes
Ericksen, “that cars are built by machines, but Lexus vehicles are built by
The campaign’s spots and
videos also offer a rare glimpse behind the scenes at Lexus’ Motomachi and
Tahara factories, where the Lexus LC 500, RC F and GS F are built using the
finest materials and extreme measures by Takumi.
Motomachi, where the LC 500 is
assembled, is one of the most sophisticated factories in the world and the facility
where the iconic LFA supercar was hand-crafted. Here, the production line is
virtually spotless and painted pure white from floor to ceiling to help workers
focus and ensure that in the unlikely event a part is misplaced, it will be
easily noticed. Rather than rely on robots and sensors, Takumi use their eyes,
ears and hands to inspect every inch of the vehicles. They use the skills they
acquired in the production of the LFA – such as the development of carbon-fiber
components and the expert hand-finishing – to manufacture the LC according to
the same quality standards.
Once they have finished
assembling each LC 500, they put it through rigorous testing including a
700-point inspection and a driving test at the factory’s on-site track. Every
bit of their skill and precision can be felt every time the engine is started.
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