#LexusMasterClass delivers one-day exclusive access to notable Torontonians in the areas of food, art and design, taking leading influencers on a sensory adventure with the 2017 Lexus IS luxury sports sedan
TORONTO, June 14, 2017 /CNW/ - It's a new era for Lexus. Building on its new global tagline, Experience Amazing, and its fervent commitment to today's newest generation of luxury buyers to deliver an unparalleled ownership experience every time they slide into the seat of their Lexus, the brand invited ten of Toronto's hottest influencers on a whirlwind one-day tour. With the influencers in the driver's seat of the 2017 Lexus IS – the brand's head-turning entry level luxury sports sedan - participants received unprecedented access to some of the city's masters of food and beverage, photographic art, hospitality and design.
From a private tour of the closed-to-the-public cheese cave with the youngest Maître Fromager in the world, Afrim Pristine, at Toronto's iconic Cheese Boutique to an intimate photoshoot and tutorial with Canada's most well-known celebrity photographer George Pimentel, Lexus is going beyond the dealership, engaging with its target market and maintaining its competitive advantage through memorable adventures that are about more than just the vehicles themselves.
"We're thrilled to have offered the opportunity for some of the city's leading tastemakers to experience not just the exhilarating experience of driving our IS, but the luxury lifestyle and cherished values that continue to drive us forward," said Jennifer Barron, Director of Lexus in Canada. "The Masters we visited today align with the core pillars of our brand in their commitment to excellence and ongoing innovation and it was wonderful to share this experience with our Guests."
Lexus is driven by:
Omotenashi – The spirit of Japanese hospitality, Omotenashi incorporates the notion of treating others as if they were guests in one's home at all times and going above and beyond, to anticipate and address guests' needs before they arise. Omotenashi inspired the opening and closing stops of the tour at Le Germain Hotel – Canada's first boutique hotel, and a divine four course meal at Chef Victor Barry's brand new restaurant Café Cancan.
Brave Design – The seeking of bold and amazing outcomes – not just in vehicle design but also in Lexus thinking and the willingness to explore and pursue new ideas and concepts. Guests took a unique journey with Triarchy Denim, who halted production to pioneer a new model of sustainable luxury denim manufacturing for men and women by Canadian siblings Adam, Ania and Mark Taubenfligel.
Takumi Craftsmanship – The ancient Japanese concept referencing absolute mastery of an art or craft, the elite Takumi craftspeople at Lexus distill years of training into a single goal: perfectibility. This dedication came to life at Toronto's longstanding Cheese Boutique under the guidance of Master of Cheese (Maître Fromager) Afrim Pristine and with Master of Mixology Simon Ho, at the stunning new Spirit of York, the only actual distillery in Toronto's historic Distillery District, in an interactive tour and tasting that fuses time-honoured techniques with modern processes for an exceptionally pure and refined result.
Imaginative Technology - Imaginative technology, one of the prime focuses of the brand, goes beyond applications of technological advancement and is a springboard for innovational inspiration. Guests explored various tech-based techniques, learned tried and true tips and received private photo shoots from Master of Moments George Pimentel, Canada's most renowned celebrity photographer, in addition to enjoying a look back at his iconic career and family heritage in the photographic arts.
Exhilarating Performance – From the rush of adrenaline experienced when you're embarking upon something exciting, to the subtle details that come together in perfect harmony, exhilarating performance pushes the limits, while maintaining precise control. To truly understand exhilarating performance, look no further than the 2017 Lexus IS.
Since its introduction as a daring new styling direction that married exciting performance with innovative technology, the Lexus IS has surpassed expectations on all fronts. For 2017, Lexus has taken the covers off the new IS, armed with a fresh new look and a number of important changes, demonstrating that you can have it all – swagger, safety and performance – at an ideal price point for an entry level luxury sedan.
- Lexus enhances IS's already desirable design to sharpen the outside and strengthen the inside, providing the ultimate in comfort and refinement. This includes newly designed LED headlamps, a bolder spindle grille, newly designed 17" inch aluminum wheels, an enlarged 10.3 inch screen and innovative multimedia system and more
- Performance and Driving Dynamics
- For true driving enthusiasts, the track-tested IS has an unmistakable connection between the driver and the road, with three engine offerings and several grades including:
- Lexus IS 200t's 2.0-litre twin-scroll turbo-charged 4-CYL brings to life 241 HP and 258 lb.-ft. of torque6.
- IS 300's powerful 3.5-litre V6 puts out 255 HP,
- IS 350 boasts 306 HP at 277 lb.-ft of torque at your command.
- Always a top priority, all grades receive class-leading advanced safety technology Lexus Safety System + as standard, which features Pre-collision system with pedestrian detection function, Dynamic radar cruise control, Lane departure alert with steering assist function, Automatic high beams.
To get a taste of the Lexus Master Class Tour, follow along with @LexusCanada and #LexusMasterClass, #LexusIS.
About Lexus Canada
Lexus Canada is the exclusive Canadian distributor of Lexus luxury cars and sport utility vehicles through a sales and service network of 39 dealers across Canada. Guests have access to a wide range of luxury and performance vehicles with a total of 12 Lexus nameplates available in Canada, including the largest luxury hybrid lineup of 6 hybrid models. Inspired by great design and passion for innovation, Lexus is committed to delivering the highest quality products, services and experiences to meet the needs of luxury guests. The Lexus RX 350 and RX 450h are built at Toyota Motor Manufacturing Canada's (TMMC) award-winning Cambridge South plant. For more information about Lexus and Lexus products, please visit: www.lexus.ca.
For more details, including a full list of media contacts, digital images and product details please visit media.lexus.ca.
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Toyota Canada Inc. | 1 Toyota Place | Toronto, ON | M1H 1H9 | Canada
For further information: images of the tour or to arrange an interview, please contact: Daliah Hijazi Marsons, rock-it promotions, inc., T. 416.656.0707 ext: 109, Daliah@rockitpromo.com