Showing posts with label style. Show all posts
Showing posts with label style. Show all posts

Thursday, February 23, 2012

Toyota puts more passion, SI style, into Lexus

By Paul A. Eisenstein, The Detroit Bureau


When Toyota CEO Akio Toyoda suggested he wanted to put more passion into the Lexus brand few might have thought he meant that in its more lustful interpretation.  But that’s apparently how the marketing folks at the luxury brand took it.


They gave a hint of a more sexy approach with their recent Super Bowl commercial and are taking things a significant step further as part of a partnership with Sports Illustrated magazine, Lexus becoming the Official Automotive Marketing Partner for the maker’s much coveted annual swimsuit issue.

In particular, the automaker will be using the, ahem, attributes of swimsuit model Tori Praver to show up the curves of its own new offering, the 2013 Lexus GS, as part of what it is calling the TORI 500 campaign.

You can take that quite literally, as Lexus has built a racetrack following the outline of the blond, bikinied supermodel – with professional race driver Scott Pruett and stunt driver Greg Tracy given the enviable task of tracing her outline – and then racing to see who will get to drive with the model as their passenger.

“What better way to help introduce the bold new face of Lexus-the all-new GS-than with a bold new campaign featuring a Sports Illustrated Swimsuit model?” said Brian Smith, Lexus vice president of marketing. “With the new GS, there’s no going back for Lexus. Instead of just looking at the pictures, consumers can share in the fun through our many campaign components, including having Tori appear in their own photos.”

The multi-part campaign kicked off with a two-page spread in the Sports Illustrated Swimsuit issue, out yesterday, with the Japanese maker sponsoring the Beauties and Beats Music Festival continuing its pitch at the Cosmopolitan Hotel, in Las Vegas, today and tomorrow.

To let lustful fans share in the action, Lexus has launched its Supermodeled iPhone camera app that lets users put an image of bikini-clad Tori into their own photos.

It’s an age-old debate: does sex sell?  Apparently, Lexus thinks it’s the fastest way to convince buyers that a brand known for stodgy, safe designs is now as exciting as a Sports Illustrated Swimsuit model.

Friday, November 18, 2011

Review: Little Chevy Sonic boasts style, pep

 


Brian Konoske (Photographer) / GM



The 2012 Chevrolet Sonic hatchback.


By Dan Carney


Only a block from the media introduction of the 2012 Chevrolet Sonic, the San Francisco Museum of Modern Art hosted an exhibit of products created for the Braun electronics company.


The exhibit demonstrated how the designs, by Dieter Rams boosted the appeal of consumer products and  influenced today’s paragon of industrial design: Apple.


This is relevant to the new Sonic because if carmakers from time to time lose focus on the importance of the styling of their vehicles, they especially seem to think that people who buy low-priced subcompact cars have no taste, style or aspirations.


Subcompact cars, outside a few niche premium products like the Mini Cooper and Fiat 500, have been doomed to wear dull, indifferent styling.


But Braun, and then Apple, showed that it is possible to design affordable, mainstream, high-volume products that look like they belong in a museum. I wouldn’t necessarily predict that the 2012 Sonic is museum-ready, but the car’s adventurous, expressive styling does offer small-car shoppers some redemption from the too-often invisible style of cars in the segment.


The vivid flair of sport motorcycles provided the Sonic’s inspiration inside and out. The influence is most apparent in the quad circular headlamps and in the instrument binnacle atop the steering column. 


Elsewhere, well, it’s hard to find much else on a compact car that resembles the spare appearance of a sportbike. But a prominent exhaust or faux handgrips molded into the steering wheel would have been an overwrought interpretation of the theme.


Some un-motorcycle-like details: Engineers sought to make the Sonic as safe as possible with a profusion of airbags. It’s hard to imagine where they could fit 10 airbags in such a small car, but that fact certainly cultivates the mental image of the entire cabin stuffed with pillowy cushions in the event of a disaster.


Of course, those cushions are no good if the metal box around them is flimsy, so the Sonic is reinforced with high-strength steel that yields a body shell 77 percent stiffer than that of the outgoing Aveo model.


Some other upgrades? How about available sunroof, heated seats and remote start? Here is some substance to support the Sonic’s style that lets customers escape the feeling that they’ve shortchanged themselves by buying a subcompact.


One miss: the outgoing Aveo model offered a lumbar adjuster for the driver’s seat that is absent from the Sonic. We brothers of chronic lower back pain beg for its return.


Also un-motorcycle-like: sluggish, indifferent throttle response that lags disappointingly on the application and churns onward after lifting off the gas with the inertia of a temporary government program.


The tiny 1.4-liter four-cylinder engine produces an impressive 138 horsepower and a more surprising 148 pound-feet of torque thanks to a turbocharger. Once a shibboleth connoting maximum performance, turbocharging is now a tool applied to improve fuel economy because it lets small engines do the work of big ones. Seeing a torque number that’s bigger than the horsepower rating is the proof Chevy’s engineers have accomplished that feat because in small engines that order is normally reversed.


But it seems that tuning engines to sip gas like espresso rather than to gulp it like Gatorade saps them of the crisp response epitomized by the zing of sportbikes. Even the masters of small engine tuning at Honda struggle with this. Hopefully GM's tuners can continue to improve this detail.


Of course it’s a detail that matters only to us unreformed enthusiasts who insist on choosing the Sonic's superb six-speed manual transmission, with its precise shifter and smooth clutch take-up. Most Sonic buyers will choose the automatic, which masks the engine's throttle response characteristics.


Behind the wheel the driver's eye falls on a vast expanse of plastic. What did you expect in a subcompact, Terrazzo tile? But Chevy's designers wisely chose not to pretend otherwise.


"We do have a plastic dashboard," noted design manager Kathy Sirvio. "Instead of trying to make it look like something it is not, we put a nice technical grain on it."


If you have ever wondered what a reviewer means when discussing "good" vs. "cheap" plastic, this is it. Good plastic is honest enough to not pretend it is something else, without surrendering all pretense of style so that it looks like something found at the bottom of your kid's toy box.


The high-strength steel in the body shell contributes to the Sonic's solid feeling, both on the road and when closing doors. Standard aluminum wheels trim away a couple decibels of road noise, further refining the drive. 


Both motorcycles and subcompact cars are supposed to get good fuel economy, and the EPA says the Sonic is superlative, with a 40 mpg highway rating for the tested manual transmission. But fuel economy depends substantially on how the car is driven, and a few days of fun driving pushed my test car's mileage down to an un-motorcycle-like 25 mpg.


I'll take the blame for that this time, but it was surprising to see such a low number. Drivers who were born to be mild but appreciate motorcycle-influenced style can aim for the EPA's 40 mpg rating with their own Chevy Sonic.


Vital stats: 2012 Chevrolet Sonic


Base price: $16,495


As tested: $17,195


EPA fuel economy (city/highway): 29/40


Pros: The only subcompact made in America, 10 standard airbags, premium options, such as seat heaters.


Cons: A sluggish, disconnected throttle response.


Verdict: Not just GM's first great subcompact; the Sonic is the first one that’s good.


Standard equipment: 138-hp, 1.4-liter turbocharged four-cylinder engine, aluminum wheels, tilting and telescoping steering, power windows and door locks, heated outside mirrors.


Major options: Six-speed manual transmission.


Safety equipment: Electronic stability control, 10 standard airbags, antilock brakes.