The original Lexus RX challenged everything a luxury SUV could be. Now, after 5 generations of fine-tuning, the all-new Lexus RX is a collection of the most considered details. From the seamlessly integrated spindle grille to the 64 colour tones of ambient interior illumination, every detail has been obsessively crafted to deliver a SUV of unparalleled luxury. After all, perfection is the sum of all the details.
That’s why the all-new Lexus RX is a story about an obsession to detail.
To launch in South Africa, we looked to other luxury categories where it’s all about the details. Fragrances. Fashion. Watches. Inspired by their luxury, we depicted a world of infinite details, telling provocative stories of how Lexus’s obsession with detail was the foundation for the all-new RX. These stories shared every step of the experience, drawing the viewer into the luxury world of Lexus. From what inspires us, to how they consider and craft every detail and ultimately, to how it makes the driver feel.