01/12/2018
Lexus has once again cemented its powerful connection with the magic of cinema by serving as the Sponsor and Official Car for the 82nd Venice International Film Festival – La Biennale di Venezia. This marks the ninth consecutive year that the esteemed luxury automotive brand has graced this prestigious event, highlighting a shared spirit of passion, innovation, and creativity that resonates deeply within both the automotive and film industries. Lexus's commitment extends beyond mere sponsorship; it embodies a forward-thinking approach to sustainable mobility, showcasing its cutting-edge technology solutions on a global stage.
A Fusion of Automotive Innovation and Cinematic Glamour
From August 27th to September 6th, the iconic Venice Lido transformed into a vibrant hub where the worlds of cinema and automotive innovation converged. During this period, a sophisticated fleet of electrified Lexus vehicles provided seamless and luxurious transportation for a distinguished roster of directors, actors, creatives, and VIP guests. These vehicles served as a tangible demonstration of Lexus's comprehensive, multi-technology strategy aimed at reducing carbon emissions. The showcased lineup included a diverse range of powertrain options, from the fully battery-electric RZ to plug-in hybrid models like the NX, and full hybrid variants such as the RX, LBX, ES, and UX. This diverse offering underscores Lexus's dedication to providing sustainable mobility solutions across its entire model range.
Spotlight on the All-New All-Electric ES
A particular highlight for this year's festival was the much-anticipated debut of the all-new, all-electric ES saloon. Positioned as a true movie star in its own right, the ES received its own exclusive red carpet preview. This flagship model masterfully blends refined elegance with advanced technology, serving as a perfect embodiment of Lexus's core concept: 'Making Luxury Personal'. This philosophy centres on delivering tailor-made luxury that not only adapts to the evolving demands of the market but also provides innovative, engaging, and memorable experiences – much like a compelling and well-crafted film. The ES saloon represents the pinnacle of Lexus's design and engineering prowess, offering a serene and sophisticated driving experience that aligns perfectly with the discerning tastes of festival attendees.
Lexus Italy's Vision for the Future
Paolo Moroni, Director of Lexus Italy, articulated the brand's core values and its alignment with the cinematic world. He stated, "Innovation is integral to Lexus’s brand DNA, going beyond technology to include creativity, sustainability and always making the customer the centre of what we do. We share these qualities with the world of cinema, which is why we are proud to partner La Biennale di Venezia for the 82nd Venice International Film Festival." This sentiment highlights Lexus's holistic approach to innovation, which encompasses not only technological advancements but also a deep commitment to creative expression, environmental responsibility, and an unwavering focus on the customer experience. The synergy between Lexus and the film festival is a testament to these shared principles.
Elevating the Driving Experience and Red Carpet Moments
Moroni further elaborated on the significance of Lexus's presence at the festival: "It will be a privilege this year to again accompany actors and directors for their red carpet appearances with our fleet of electrified luxury vehicles. Our presence at the festival is also an expression of our commitment to the future, elevating the driving experience, redefining the standards of mobility and respecting the environment." This statement underscores the dual purpose of Lexus's involvement: providing unparalleled luxury transport for the stars of the silver screen while simultaneously showcasing its vision for a sustainable automotive future. The act of ferrying talent to the red carpet in its electrified vehicles serves as a powerful statement about the brand's commitment to environmental stewardship and its role in shaping the future of mobility. By redefining standards and elevating the driving experience, Lexus aims to inspire and lead the transition towards cleaner, more sustainable transportation solutions.
The Lexus Electrified Fleet: A Closer Look
The fleet deployed at the Venice International Film Festival represents the cutting edge of Lexus's electrification strategy. Each model offers a unique blend of performance, luxury, and efficiency, catering to diverse needs and preferences:
| Model | Powertrain | Key Features |
|---|---|---|
| Lexus RZ | Battery Electric Vehicle (BEV) | All-electric, zero emissions, advanced safety features, spacious interior. |
| Lexus NX | Plug-in Hybrid Electric Vehicle (PHEV) | Flexible driving with electric-only range, efficient performance, premium comfort. |
| Lexus RX | Full Hybrid Electric Vehicle (HEV) | Seamless hybrid performance, refined ride quality, iconic luxury SUV. |
| Lexus LBX | Full Hybrid Electric Vehicle (HEV) | Compact luxury, urban agility, hybrid efficiency, sophisticated design. |
| Lexus ES | Full Hybrid Electric Vehicle (HEV) | Elegant saloon, exceptional comfort, smooth hybrid power delivery. |
| Lexus UX | Full Hybrid Electric Vehicle (HEV) | Stylish crossover, city-friendly, hybrid economy, distinctive design. |
Frequently Asked Questions
What is Lexus's role at the Venice International Film Festival?
Lexus is the Official Car and a Sponsor of the 82nd Venice International Film Festival for the ninth consecutive year. They provide transportation for VIPs and showcase their range of electrified vehicles.
Which Lexus models were featured at the festival?
The featured models included the all-electric RZ, plug-in hybrid NX, and full hybrid RX, LBX, ES, and UX. The all-new, all-electric ES saloon had a special red carpet preview.
What is Lexus's commitment to sustainability?
Lexus is committed to sustainable mobility through its multi-technology approach to reducing carbon emissions, offering a range of electrified vehicles including battery electric, plug-in hybrid, and full hybrid models.
What does 'Making Luxury Personal' mean for Lexus?
'Making Luxury Personal' signifies Lexus's dedication to providing tailor-made luxury that adapts to customer needs, offering innovative, engaging, and memorable experiences.
Why does Lexus partner with the film industry?
Lexus shares a common spirit with the world of film, embracing passion, innovation, and creativity. This partnership reflects their commitment to embracing the future with cutting-edge and sustainable technology solutions.
Conclusion
Lexus's continued partnership with the Venice International Film Festival underscores its position as a leader in luxury automotive innovation and sustainable mobility. By aligning with a globally recognized cultural event like La Biennale di Venezia, Lexus not only enhances its brand prestige but also effectively communicates its vision for a cleaner, more sophisticated automotive future. The showcased fleet, particularly the striking all-electric ES, serves as a powerful testament to Lexus's dedication to combining advanced technology with unparalleled luxury and environmental responsibility, ensuring that every journey, much like a memorable film, leaves a lasting impression.
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