Lexus’ campaign for new ‘Black Panther’ movie features all-electric RZ 450e

MANILA: Lexus has once again collaborated with Marvel Studios for the marketing campaign of Black Panther: Wakanda Forever which will make its world premiere on November 11.

The 90-second campaign video titled An Electric Future features Wakanda’s all-female Royal Guard, the Dora Milaje, led by General Okoye (played by Danai Gurira), along with Lexus’ first ever battery electric vehicle (BEV), the 2023 RZ 450e.

The RZ 450e ushers in the brand’s transformation into a BEV-centered brand, representing the iconic Lexus vehicle design and driving experience made possible by electrified technology. The core performance was improved with a BEV-specific platform (e-TNGA) and a lightweight and highly rigid body. Moreover, the Direct4 all-wheel drive system, the new steering control, and the optional Steer by Wire system provide more vehicle control.

The Lexus-first Steer by Wire system uses electrical impulses instead of mechanical linkage for the electronic exchange of steering and road surface information between the advanced steering control and tires.

The steering angle of the control is set at about 150 degrees, reducing the need for hand-over-hand operation at crossroads, U-turns, parking, curving roads, and other driving situations. The steering control’s compact shape and the instrument meter’s lower placement were intended to increase driver engagement and awareness without being inhibited by a traditional large steering wheel.

The RZ 450e’s exterior is accentuated by a BEV Spindle Body that replaced Lexus’ signature spindle grille. Instead of meeting the cooling and exhaust demands of an internal combustion engine, the new front bumper design focuses on aerodynamic efficiency, optimal proportions, and aesthetics. This style upgrade introduces a new design approach for Lexus and BEVs.

Ethically sourced materials were used in the RZ 450e’s minimalist interior. It aims to convey a sustainable mobility message, along with the Sustainable Development Goals (SDG). The cabin is designed with a panoramic roof to visually widen the space, and a highly efficient system with a Lexus-first radiant heater to ensure passenger comfort.

One of the two types of seat materials used in the RZ is ultrasuede, which is composed of 30% bio-based sustainable ingredients to provide a warm refinement sensation.

The RZ 450e also features a human-centric cockpit design based on the tazuna concept. Tazuna represents the reins that riders use to control their horses. The steering wheel switches are connected to the optional head-up display (HUD), allowing the driver to operate functions such as navigation, audio, and drive mode selection while staying focused on driving.

The RZ 450e comes with Lexus Safety System+ 3.0, a suite of advanced driver assistance systems that include Pre-Collision System, Dynamic Radar Cruise Control, Lane Departure Alert, and Emergency Driving Stop System.

The Lexus Interface multimedia system, on the other hand, can be operated through voice commands or the 14-inch touchscreen.

The 2023 Lexus RZ 450e will go on sale later this year.

“By returning to our successful relationship with Marvel Studios for the highly anticipated sequel to Black Panther, we are taking this collaboration to another level. The technology, creativity, and imagination we encounter in the futuristic nation of Wakanda is a natural fit for the sustainable, global society Lexus envisions with the introduction of our most advanced vehicle ever, the fully-electric RZ 450e, further extending our electrified vehicle portfolio,” Lexus Vice President of Marketing Vinay Shahani stated.

The Lexus LC 500 Convertible and the Lexus GX are also featured in the actual film.

Lexus LC 500 Convertible made its global debut at the 209 Los Angeles International Auto Show. It is powered by a naturally aspirated 5.0-liter V8 engine that produces an intoxicating note. The engine generates 471hp and 398lb-ft of torque. It is mated to a Direct-Shift 10-speed automatic transmission. The LC Convertible can accelerate from a standstill to 100kph in 4.6 seconds.

The LC Convertible’s roof has an innovative folding mechanism that includes a tonneau cover for when it is stored. It can be opened or closed at speeds up to 49kph. It takes around 15 seconds to open and approximately 16 seconds to close.

A hydraulic system handles the seamless opening and closing of the roof. It has an electromagnetic valve that controls the hydraulic pressure produced by the hydraulic pump to extend or contract cylinders for the tension bow, main roof, and the tonneau cover.

Lexus GX, on the other hand, is designed with the versatility that is expected on modern luxury SUVs. It offers three rows of seating that can accommodate up to seven people.

Lexus GX is powered by a 4.6-liter V8 engine that produces 301hp and 329lb-ft of torque. It has a towing capacity of 6,500rpm. Trailer Sway Control, a Vehicle Stability Control function, that improves straight-line tracking supports the vehicle’s towing capability.

The GX exudes a sophisticated character and commanding presence, highlighted by its modern front fascia with Premium Triple-Beam LED headlights. This luxury utility vehicle exceeds all expectations with its superior craftsmanship, notable details, and exceptional blend of comfort and capability.

“The power, elegance, and future-forward vision of the Lexus brand aligns perfectly with the Black Panther franchise. We couldn’t be happier to team up with Lexus once again to bring an action-packed story and supporting 360 campaign to life,” The Walt Disney Company Senior Vice President of Global Partnership Marketing Mindy Hamilton said.

The campaign is spearheaded by Lexus’ agency of record for Black, Hispanic, and LGBTQ+ audiences, Walton Isaacson. The campaign video was directed by award-winning filmmaker Anthony Leonardi III, who has also worked on Marvel Studios’ Avengers: Endgame and Lexus’ Parking Spot ad for Marvel Studios’ Eternals.

“I hope people watch the ad and feel like they are in a great movie. For each Lexus spot, I treat the vehicle like a character, so like a Marvel character, the RZ 450e is the hero. It is the star. I hope viewers feel like they are along for the ride,” Leonardi stated.

An Electric Future will be shown on TV and digital channels. The campaign will also be supported through several media partnerships.

Photos from Lexus

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