Lexus engages savvy mobile Canadians to check-out the high performance IS F luxury sport sedan via a new mobile site

    TORONTO, Oct. 16 /CNW/ - Canadians looking for the coolest of performance
luxury cars are hard to catch these days. As a leader in the advanced luxury
driving experience, Lexus has brought many new technologies to the luxury
market. That's why Lexus of Canada in cooperation with Sympatico MSN are
introducing a new, highly interactive mobile experience that will allow
Canadians - wherever they are - to connect to the Lexus IS F mobile site
through their mobile phones or other web-enabled portable devices.
    The Lexus IS F mobile web site allows web users to access from their
mobile devices a dealer locator; Lexus IS F videos and other downloads; Lexus
guest services; and send information to a friend. Also a first, Canadian
drivers will be able to choose and build a Lexus IS F by accessing all
features, benefits, colours, specifications in order to style a dream Lexus
drive from anywhere.
    "Consumer research indicates that more than 75 per cent of Canadian
households have access to a wireless phone with internet access(*). The IS F
combines passion, luxury and world's first advanced technology in a
performance sports sedan. It brings a new level of excitement and advanced
experience to the Lexus brand, so it will be the focus of our engagement with
Canadians through mobile media," said Tony Wearing, Managing Director of Lexus
in Canada. "We will be able to bring Lexus to mobile users and become the
first automotive manufacturer in Canada to participate in a research lab
connecting Canadians to Lexus from their mobile devices."
    The new mobile site will be promoted via a month-long online marketing
campaign that's expected to generate more than one million impressions. As
part of the campaign and new website launch, Lexus is the first and only
automobile company to participate in a consumer research study lab with the
aim of understanding and implementing the best mobile communications for Lexus
guests. The lab began earlier this year and involved in-depth consumer
research studies as well as a comprehensive analysis of mobile marketing. Upon
completion of the campaign and the lab, Lexus hopes to use the subsequent
results to become more accessible to Lexus guests.
    With jaw-dropping 416 horsepower, acceleration, handling, and the world's
first 8-speed automatic transmission - all proven on some of the most
challenging race courses the world has to offer - the 2009 Lexus IS F combines
high performance, high technology and high style in a luxury sport sedan that
delivers a uniquely Lexus interpretation of driving excitement and authentic
    "In the IS F, we have created a new breed of performance sedan," Mr.
Wearing continued. "By taking to those high performance Canadians for
whom this vehicle was designed, we're creating a new breed of customer
experience. What's more, the IS F mobile site is a first step towards
developing a broad-based mobile presence for Lexus of Canada, making it even
easier for our guests to connect with us."

    (*) Source: Canadian Media Directors' Council - Media Digest 08/09; Pgs
70-71, Marketing (publisher), 2008 statistics provided by the CWTA (Canadian
Wireless Telecommunications Association).

    To access the IS F mobile website from your mobile device, please visit For further information about the IS F mobile site launch,
please visit and click on the IS F mobile site banner.

For further information:

For further information: on the IS F or the mobile site, please
email or contact Dawn Soulis, Public Relations Manager, Lexus
of Canada, (416) 431-8333

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