Lexus wants young workers to get excited about its premium compact crossover.
The updated Lexus NX was shown to us last year with a series of updates to enhance its competitiveness in the compact crossover segment. Six months after its official reveal, the company has launched a new marketing campaign in an attempt to match the product with the hard-working community of the world.
Lexus is calling it "Hustle for What Matters" and it insists that the rules of success in the working sphere have changed. It wants everyone to be aware of the fact that getting ahead in life is no longer about the constant grind but rather prioritizing what truly matters to you, cutting out any distractions that get in your way, and working hard for the things that make you whole.
In doing so, the brand has taken the NX and leaned it into the digital and streaming space. This has been done to connect with an audience, which it describes to be busy, in a sphere where it is likely to be more engaging. The campaign has been broken down into six broadcasts, with each appealing to a different demographic.
The "Hustle" feature places focus on new takes of traditional rules that have been used for getting ahead in the working world and how the NX puts that first by prioritizing what matters. "Getting Ahead" simply depicts the challenges of navigating daily life while "Elevate" shows how life is taken to the next level.
"Defy" is focused on the Hispanic audience as it portrays the journeys of overcoming obstacles and forging new paths. "Shine" follows as a message that appeals to the LGBTQ community as it showcases a city filled with bright lights on a road scattered with possibilities and opportunities. The final broadcast is the "NX Level" which Lexus describes as a contrast of performance and technology.
Mechanically speaking, there is not a lot that separates the facelifted Lexus NX from the predecessor but there are a number of visual exterior highlights and cabin revisions that were applied. It did introduce a new plug-in electric hybrid 450h+ trim which uses the brand's 2.5-liter four-cylinder gasoline engine in conjunction with an electric motor to deliver 304 horsepower and 167 lb-ft of torque to the wheels.