Lexus is taking its performance message to the Specialty Equipment
Market Association (SEMA) Show for its second official appearance this
fall with a bevy of new project cars and multiple ways to sample its IS
F high-performance sedan and F-Sport products. Headlining the project
cars will be a fresh take on the Lexus GS 460 by Five Axis.
"The introduction of the IS F last year was our first opportunity to
stimulate major interest from the performance community," said Brian
Bolain, Lexus national engagement marketing manager. "We followed up
with the F-Sport line of performance accessories for the IS 250/350 and
judging by the market's overall response, there was clearly some
pent-up demand."
A good barometer of that response lives in the array of project cars
that will be on display in the Lexus space which, like last year, is
situated next to the Motor Trend proving ground between the Central and
South halls.
Projects On Display
Riding a wave of momentum from its Project IS F car introduced
at SEMA last year, Five Axis has turned its attention to the Lexus GS
460. Project GS will debut inside the Lexus SEMA booth on Tuesday,
November 4 and designer Troy Sumitomo will be on hand to talk about his
latest creation.
Project IS F also returns to SEMA with a newly (and heavily) modified
V8 engine filling its engine bay. Now bored and stroked to 5.75 liters,
the car was a major hit at SEMA last year and has been bulking up on
horsepower and torque ever since.
Four unique IS F project cars created by these independent builders
will be on display at the Lexus space:
- Fox Marketing/Artisan Performance
- Import Tuner Magazine/TEIN Suspension
- 0-60 Magazine
- MotorworldHype
Each team is taking their own performance and design approach,
with some focused on increased track performance and others making sure
their rides are even more fun on the street, as well as the track.
Lexus will also display a special LX 570 created by ICON 4x4 Design.
This concept brings a stealthy and functional look to the LX
("anti-bling" says ICON's Jonathan Ward) augmented by several
performance upgrades.
More Inside
Step into the air-conditioned Lexus booth next to the proving
ground and you will find several displays including:
- IS 350 equipped with F-Sport accessories and concept body kit
- F-Sport accessories on display with information
- 2009 IS F with the latest factory updates including a new
interior color and other detail changes
