Video: Lexus CT 200h Dark Ride interactive promo

Lexus debuts "Dark Ride," a high-definition interactive film that promotes its new luxury compact hybrid, the CT 200h.



Got wheels. Lexus has released a high-def interactive film, Dark Ride, to promo its new CT 200h model. Visitors to the LexusDarkRide website can slot themselves – well, a likeness – into the movie, and into the CT 200h seat right next to actor Norman Reedus, of the Boondock Saints film franchise.  From there they can record their own dialogue, control the camera movement and POV, and make decisions that alter the path of the movie narrative.









Press Release



Lexus Invites Consumers to Co-star in New 'Dark Ride' Interactive Film to Launch New CT 200h Hybrid



Torrance, Calif., May 14, 2010 -- "Get in, buckle up and start talking." Lexus customers will be calling the shots in a high-definition interactive film entitled "Dark Ride." The film features Lexus' newest hybrid, the CT 200h premium compact car, piloted by actor Norman Reedus (Boondock Saints franchise). Reedus is behind the wheel in this 12:30 action film, but he is following the directions of the person riding shotgun...the consumer.



"With ‘Dark Ride' we are creating a unique virtual test drive opportunity so consumers can experience this hybrid, that is like no other, months before it is available at dealerships in early 2011," said Dave Nordstrom, Lexus vice president of marketing. "In it, consumers play a co-starring role as the fun-to-drive Lexus CT 200h is put through its paces. By guiding the driver and the CT through a series of adventures, customers will be exposed to ‘The Darker Side of Green,' which is completely different than the way hybrids are usually portrayed."



The film releases online at www.lexusdarkride.com today along with the trailer for the film, which will appear in select movie theaters across the country. Visitors to the www.lexusdarkride.com site will get to insert themselves into the film, sitting beside "Tony" (Reedus), and navigating while he drives the CT 200h from the Nevada desert to a Los Angeles safehouse and protects it from a variety of enemies who wish to get their hands on the new prototype.



Consumers will use an array of interactive features in the film-allowing them to insert their own likeness (via a Webcam or profile pic), record their own dialogue lines, control the camera movement and POV, and make decisions that alter the path of the film so new situations arise each time.



The "Dark Ride" film is the next step in the launch of the Lexus CT 200h and demonstrates Lexus' marketing theme, "The Darker Side of Green." This theme, which shines a different light on this new breed of a fun-to-drive hybrid, debuted at a star-studded event prior to the CT 200h's North American debut at the New York International Auto Show in April. This initiative will continue through the launch period with in-market custom events and a VIP marketing program that will give tech-savvy influencers access to an edited "Dark Ride" list of restaurants, clubs, bars and lifestyle brands. Brand partners include Duncan Quinn bespoke suits, VeeV Açaí Spirit, The James Hotel and Grand Hospitality for The Soho and Tribeca Grand Hotels.



DIRECT FILM VIEWING LINK: www.lexusdarkride.com

CAMPAIGN LINK: www.darkersideofgreen.com



The all-new CT 200h premium compact hybrid will go on sale in the U.S. in early 2011 as the first dedicated hybrid vehicle in the premium compact segment. Expected to lead its class in fuel economy, the stylish, sporty five-door also delivers a dynamic, fun-to-drive experience. The CT is powered by a 1.8L Atkinson cycle four-cylinder gas engine with Variable Valve Timing with intelligence (VVT-i) and Lexus Hybrid Drive technology. The CT will be equipped with four drive-modes: Normal, Eco, Sport and EV.



With its reputation for high-quality products and exemplary customer service from its 228 dealers, Lexus has been the top-selling luxury automaker in the U.S. for ten years in a row. In addition, Lexus is the luxury hybrid leader, now offering four hybrids, with a fifth on the way, that provide the best in innovative technology and first-class luxury. When Lexus was established in 1989, it offered two models of vehicles. Now, more than 20 years later, Lexus offers variations of 11 vehicles, from the entry-level IS 250 to its first V10 supercar, the LFA.



Note: Lexus Dark Ride is viewable with Internet Explorer (Versions 6 and most optimally, 7), Google Chrome, Safari and Mozilla Firefox. Your computer must be equipped with Adobe Flash Player Version 10, found here: http://get.adobe.com/flashplayer/

Fiat launches new Diesel edition 500C in Japan

The Fiat 500C by Diesel makes its formal debut in Japan on April 12.


All engine choices will have five or six-speed manual tranmissions while for the exterior customers are able to choose three body and top colour combinations for their Fiat 500 by Diesel.

The interior also gets denim-like upholstery with yellow top-stitching. Yellow brake calipers peer out from behind the 16" alloys finished in dark satin like the rest of the muted brightwork.

The Fiat 500 by Diesel price starts at 18,000 Euro and Italy will be the first to ge the limite-edition cabriolet starting from May. The automaker says they have allready sold 6,500 exemplars Fiat 500 by Diesel ans the car will be marketed worldwide.





Press Release:

Fiat 500C by Diesel debuts in Japan

Fiat 500C by Diesel, the new cabriolet version of the model jointly created in 2008 by Fiat and Diesel, the famous clothing and lifestyle brand, will debut in Japan on 12 April. The Fiat Café in Aoyama (Tokyo) – an exclusive location, which has become a byword for sociability and Italian style – has been chosen for the prestigious event, which will be attended by representatives of the establishment, the world of culture and the press, in addition to Diesel founder Renzo Rosso and the top managers of Fiat Group Automobiles Japan. The car will then make its European debut on 15 April at the Milan Furniture Fair in front of the splendid Diesel flagship store in the renowned Piazza S. Babila.

The Fiat 500C by Diesel will be marketed worldwide - in Italy from May, with an on-road price starting from 18,000 euros. Nearly 6,500 units of the already available limited-edition saloon version have already been sold. The new cabriolet "by Diesel" confirms the extraordinary capacity of the "500 Project" to continuously evolve with the addition of new versions. This is precisely one of the secrets of the undisputed success of the Fiat 500, a genuine pop icon and expression of the concept of "massexclusivity" ("non-exclusive exclusiveness"), which a few days ago reached the target of 500,000 units produced in only 31 months after having been launched.

In detail, the 500 by Diesel is distinguished by some bold aesthetic features, starting with the exterior. Everything is exclusive for this version, the result of the creativity of two teams of designers: the aggressive 16" alloy wheels, the rear trim with imitation air intake where one of the most famous logos of Italian fashion is set, the yellow brake calipers (only on the 1.4 100 HP version) and the satin finish chrome painted details, including the mouldings which with their bosses evoke the atmosphere of the Diesel fashion world. The interiors are also highly customised, sporting a dark denim style fabric with yellow stitching, a fifth pocket with the unmistakable Diesel brand, the head of the famous "Mohican" on the gear lever knob and the special satin chrome coloured dashboard.

Just like the saloon, theFiat 500C by Diesel also combines two apparently distant worlds: fashion and motoring. In fact, they have some important concepts in common, such as talent, creativity, charm and innovation, the winning ingredients of Italian style, which is famous worldwide.

Finally, according to markets, the Fiat 500C by Diesel range comes with four Euro 5 engine versions (1.2 69 HP, 1.4 16v 100 HP, 1.3 Multijet 75 HP with DPF and 1.3 Multijet II 95 HP); manual 5 or 6 speed gearboxes (petrol engines can be fitted with a Dualogic 5 speed robotised gearbox); and three body and top colour combinations: the distinctive green with black top, the elegant black with black or red top and the original "Midnight indigo" blue with ivory top. The latest two innovations of the Fiat 500 by Diesel stand out: a second-generation 1.3 Multijet II 95 HP (Euro5) turbo diesel with Start&Stop system as standard, with emissions of just 104 g/km of CO2 and "Midnight indigo" blue, an intriguing metal-flake body colour which - with a finer paint texture and almost 3D effect - is reminiscent of the look of stone-washed fabrics.

Turin, 9 April 2010