This isn't at all embarrassing for the automaker.
Not long before any new car hits showrooms, automakers host media events for the press. These will then lead to official test drives that you'll read in the likes of Motor Trend and Car and Driver. Perhaps one of the most anticipated new high-performance cars of the year, the Lexus RC F, won't be getting any extensive write-ups. The reason is that Lexus cancelled the media event due to a lack of interest. Originally set to take place in Yokohama, Japan late last week, it was scrubbed "due to insufficient attendance."
Both the Lexus RC and RC F would have been on hand. Not only is this embarrassing for Toyota and its Lexus luxury brand, but cancelling a media test drive day like this is literally unprecedented in the industry. In fact, Toyota's PR people were shocked by the decision. Toyota claims that part of the problem is the lack of domestic interest in cars these days. Japanese youth don't even care about high-performance cars. Still, some are saying the event should have gone ahead even with a low turnout. One German journalist who initially planned to attend commented that "If it's (Lexus) a luxury brand, they need to radiate a certain image. Even to journalists."