WATERTOWN, Mass., March 17 (SEND2PRESS NEWSWIRE) — Sluggish, dull and utilitarian: Deserved or not, this is the reputation that hybrids have cultivated in the United States, an image that Lexus set out to shatter with its extensive “Darker Side of Green” campaign to promote its new entry-level compact hybrid. After months of marketing, the Lexus CT 200h, whose combined 42 mpg leads all luxury vehicles, has finally arrived at Greater Boston Lexus dealer Lexus of Watertown, giving Massachusetts drivers a chance to see if it lives up to the hype.
“When most people think of hybrids, they think of sacrificing luxury and performance, and paying a higher price to get better fuel economy. Lexus has changed that with the CT 200h,” said General Manager Vincent Liuzzi. “Lexus is reaching out to a new generation of customers with the CT200h, answering their call for a fuel-efficient vehicle and adding luxury touches that are rare in its class.”
The marketing campaign that led up to the CT 200h‘s release was one of the most expansive that Lexus has ever executed. In addition to releasing a series of television spots, Lexus teamed with companies like Microsoft to reach out online to its target audience of young buyers. Through YouTube, Lexus sponsored the first feature film made specifically for the web. Print ads included links to free music downloads, and five cities received outdoor murals promoting the new car.
The arrival of the CT 200h will back up the promises behind the elaborate marketing campaign. With a base price just below $30,000, Lexus wants to bring the sophistication of its vehicles to younger buyers. Along with its new NuLuxe upholstery, which has the feel of leather yet half of leather’s weight, the upscale set of standard features includes traction control, dual-zone climate control, hill start assist and front headlight washers.
The CT 200h’s superior performance stems from the independent front suspension and double-wishbone rear suspension, complete with new Yamaha lateral performance dampers to reduce chassis vibrations for a more solid feel on the road. Four available engine settings will let drivers customize their driving experience to conditions on the road, ranging from a fuel-saving EV mode that runs solely on electric power, ideal for traffic jams, to a Sport mode that lets the 16-valve, inline 4-cylinder engine tear up the asphalt.
“Lowering the cost of fuel is something that every car buyer is thinking about right now,” Liuzzi continued. “Lowering the cost of a Lexus hybrid is an unexpected bonus. This combination of luxury, affordability and fuel economy moves the hybrid into the mainstream, proving that Lexus can compete on value and performance with any other brand on the market.”
The buzz around the CT200h may have new buyers visiting Lexus dealers, but it’s only part of the company’s success in attracting and retaining customers. J.D. Power and Associates recently named Lexus one of its 2011 Customer Service Champions. Only 5 auto brands, and 40 global brands in total, received this honor.
About Lexus of Watertown:
Lexus of Watertown is Boston’s premier Lexus dealer. They have a huge selection of new Lexus models and Certified Pre-Owned Lexus vehicles, in addition to an exemplary service department that keeps customers coming back. Easily accessible from MetroWest, the North Shore and the South Shore, Lexus of Watertown is just minutes off the Mass Pike between Route 128 and Route 93. For more information, visit them online at www.lexusofwatertown.com, call them at 888.227.9560, become their fan on Facebook at www.facebook.com/LexusWatertown, or stop by their showroom at 330 Arsenal Street, Watertown, MA.
