Lexus Re-Ups with Tivo, goes Broadband

Lexus is revving up to meet its drivers of the future by targeting affluent 30 to 50 somethings who love their tech gadgets. Case in point, the car company is renewing its advertising relationship with DVR maker Tivo to continue to utilize its Gold Star Sponsorship on TiVo Central, Program Placement, Product Watch, and Custom car configurator applications.
Lexus originally signed on with Tivo last May to do its Custom Advertiser Application to learn about new Lexus models and tweak them with features all from a Tivo box, and has continued the relationship in other branding areas.
But now the car company is going beyond just working with Tivo, according to a story in AdWeek.
Seems Lexus is going broadband by opening up its own channel that will focus on art and leisure topics, as well as car issues of course. The company is also pushing its eco-friendly approach with its upcoming gas and electric hybrids.
This is all well in good as far as I’m concerned, but I still think I’d rather drive a car to decide if I want to buy it.