In introducing the overhauled 2016 RX, Lexus Canada wanted to convey the new, even more powerful spirit of this incredibly popular vehicle, piquing the interest of new buyers, yet maintaining its original appeal to a loyal customer base. The language for this campaign had to strike just the right balance, expressing both classic Lexus luxury and the excitement of something totally new.

Unmatched luxury.
Undeniable bite.
Lexus RX has been radically reinvented.

- Lexus.ca