THE LEXUS HX
Every nameplate gets an update every year except for one: Santa’s Sleigh. So we gave it the upgrade it deserves after centuries of staying the same.
We rolled out the sleigh on the Lexus Instagram page and in a formal press release beginning with a teaser like any other concept vehicle. Then in subsequent posts we revealed the HX and dove into the finer details showing the true expertise and craftsmanship of a Lexus. Features like ARD (All-Reindeer Drive) and Climate Concierge (to keep Santa toasty at 60,000 feet in the air) surprised and delighted the Lexus social audience and caused quite a buzz in the auto industry.