30 / 8 / 2017


In line with its pioneering spirit, Lexus introduces a radical new way of communicating news and information to the media at the 2017 Frankfurt motor show.

Its new, disruptive approach is another example of how Lexus is applying the human-centred principles of Omotenashi – the best traditions of Japanese hospitality – to deliver the highest standards of service. In this case, understanding and anticipating the needs of journalists and broadcasters has inspired a flexible news-sharing method that makes imaginative and practical use of augmented reality technology.

This means there will be no fixed time for a Lexus press conference during the busy press day schedule. Instead, media representatives can call at the Lexus booth at a time that suits them, equip themselves with a pair of augmented reality glasses (Microsoft HoloLens) and make a “guided tour” of the stand with commentaries and presentations by Alain Uyttenhoven, Head of Lexus Europe, and Lexus product specialists.

Pioneering this “press conference on demand”, Lexus believes it will be effective in communicating its key messages to the media in an engaging, thorough and time-efficient fashion.

The concept and its design are fully aligned with Lexus’ core values of Omotenashi customer service and the pioneering use of imaginative technologies. These values are fundamental not only to all new Lexus vehicles, but also to the way in which it is developing its business as a highly innovative, multi-dimensional lifestyle brand, reaching beyond the luxury automotive sphere.


Accredited journalists are able to call at the Lexus stand at any time during the press days. After introducing themselves at the welcome desk, they will be given a pair of augmented reality glasses – the Microsoft HoloLens.

A virtual reality host will then guide them around the stand, viewing the exhibits while seeing and hearing speeches and insights from virtual speakers, together with information graphics, 3D animations and video content. The effect is similar to a car’s head-up display, in which information is projected on the windscreen within the driver’s field of vision.

The content, including the speeches by Alain Uyttenhoven, Head of Lexus Europe, and Lexus product specialists, is the same for each user. It includes a welcome from the communications team, information on the new CT and NX models, an update on Lexus’ business performance and a look ahead to what is coming next for the brand. In all, the presentation takes just 10 minutes.

The Lexus booth will be located in Hall 8.0, stand A20. The press conference presentation will be available on-demand at any time during the show’s press days (12 and 13 September).