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Lexus Turns to SI Swimsuit Models to Market GS

Battling it out in the Tori 500.

by on Feb.15, 2012

A hard-driving body? Swimsuit model Tori Praver provided the shape for the "Tori 500" race track.

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.

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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.