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UK Bans Lexus Ad Campaign As Misleading

Agent009 submitted on 05/23/2007 Official AutoSpies Timestamp: 2:27 PM
from: www.businessweek.com

[86] user comments | category: Misc News

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UK Bans Lexus Ad Campaign As Misleading

Red faces all round for the advertising execs behind a campaign for Lexus RX 400h hybrid in the UK.

Britain's advertising watchdog has banned magazines ads for the green SUV for being misleading. The problem lay with the headline which ran "High performance. Low emissions. Zero guilt."

The Advertising Standards Authority accepted that the within its particular segment the RX 400h had very low emissions, but said it was misleading for Lexus bosses to imply that the vehicle's emissions were low in comparison with all vehicles and that the SUV caused little to the environment ("No Guilt"). The Authority ruled that also Lexus couldn't make similar comparisons and claims in future ads if they couldn't prove it. Read Article

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silverarrow2 - 5/23/2007 2:49:56 PM

+14 Boost

Way to go UK!

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Will_ - 5/23/2007 3:29:15 PM

-10 Boost

Wow. Not even the UK government can take a Lexus hybrid for what it's worth. How else do they expect Lexus to advertise the RX400h? It DOES get LOWER emissions than its competitors!!!

UK's anti-hybrid bias is simply stupid!

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nvme - 5/23/2007 4:53:29 PM

+6 Boost

you think they are biased, why do you think hybrids are among the very few cars allowed toll free in downtown London?
but if they say it does not get lower CO2 emissions than its competitors, then it doesn't, and i find it easier to trust the Gov than trust the automakers, afterall they need to sell...

enthusiastx11 - 5/23/2007 6:33:43 PM

-1 Boost

that's a relative statement..."better than competitor." people believe (incorrectly) that hybrid means they're really doing their part for the environment. meanwhile, the guy in the non-hybrid corolla is getting the same emmissions and WAY better gas mileage.

so no surprise they would ban such misleading advertising. lexus hybrids are a ruse anyway....

Rupert - 5/23/2007 7:06:45 PMView My AgentSpace

+3 Boost

nvme, I personally find it ridiculous that an RX is free while a half as polluting Citroen C1 has to pay 8 quid.

flozel1 - 5/23/2007 3:31:02 PM

-2 Boost

WTF?!?!? How f*ckin anal can you get. Have these morons even read the line? It's the guilt that's zero, not the emissions. Anyone can drive that SUV and can tell you sincerely that he/she has absolutely NO GUILT driving it. Talk about nailing Lexus just for the sake of nailing them.

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Agent009 - 5/23/2007 4:07:08 PMView My AgentSpace

+5 Boost

I guess they don't expect consumers to read the fine print.

enthusiastx11 - 5/23/2007 6:35:35 PM

-6 Boost

it's misleading.
so you're saying the british government is biased against toyota vs. any other maker. please.

flozel1 - 5/23/2007 7:27:41 PM

+3 Boost

That's EXACTLY what I'm saying.

Hard as I try, I cannot misinterpret "zero guilt" for anything but. It's as straighforward as no-means-no...unless you're a total dimwit. Ask the millions of SUV drivers if they feel ANY guilt at all about driving their SUVs. I can assure you a HUGE chunk of them would tell you to f*ck off.

Agent009 - 5/23/2007 8:03:14 PMView My AgentSpace

+2 Boost

Flozel- Your paranoia is showing through. The UK government is not plotting against Lexus/Toyota. That thought is laughable.

Threepoint1415926 - 5/24/2007 6:49:32 PM

+3 Boost

Marketing in the UK is very regulated. For example, "World's Best Chocolate" was banned from use for Ben and Jerry's because there was no real way to determine if it was actually the best. Similarly, there is no way to tell drivers they will have "Zero Guilt" by buying this car.

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gsh23 - 5/23/2007 4:10:51 PM

+7 Boost

its the UK we are talking about. soon to be the worlds first democratic police state.

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Will_ - 5/23/2007 4:19:35 PM

+3 Boost

Rupert...explain!

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Rupert - 5/23/2007 6:59:43 PMView My AgentSpace

+6 Boost

Lol I will.
The ads were very misleading, and I did comment to my family that it could be misconstrued.
"Low" emissions implies that they are actually "low", but really it chucks out just as much Co2 as a 530i, so "low" is not the word. Imagine if BMW used the same slogan for any of it's cars that emit below the RX's emissions (everything from a 530i down to a 118d)
Lowest in it's class would have been fine, and Zero Guilt is very misleading, implies that it does good to the planet.
And I might add that the Advertising Standards Authority is not biased, and not corrupt.

Rupert - 5/23/2007 7:00:18 PMView My AgentSpace

+14 Boost

Gogo that comment is ridiculous.

1970toyotamarc - 5/24/2007 2:42:49 PM

+1 Boost

PNWED?

Are you 13 years old? Does your mommy know you're on the computer again?

Anti_Bangle - 5/26/2007 4:03:37 AM

+1 Boost

Very good explantion Rupert. "Lowest emission in its class" would have been fine and non-misleading.

answer - 5/23/2007 4:23:34 PMView My AgentSpace

+4 Boost

That's silly to ban that.

They should focus on SAAB. Their print ads begin with "Born from jets", but the fine print at the bottom states "the manufacturers of SAAB and jets are no longer affliated."

I heard England even banned the sale of Pop-Tarts because their filing posed a danger when heated up in a toaster.

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matt635 - 5/25/2007 5:55:27 AM

-1 Boost

Several children suffered severe burns to the hands and face, thats why they were banned -- although IMO they should have been banned because they were f****** horrible.

EnnNorak - 5/23/2007 4:39:00 PM

-3 Boost

I hope this teaches the auto marketing guys a lesson. The UK is right to ban the ad as it does mislead people into thinking that this hybrid has low emissions compared to all vehicles. Hybrid manufacturers should fully disclose the absolute quantity of bad emissions and not just use some vague comparison against some other vehicles that the consumer does not know about. I hate hybrids anyway because of the high cost of replacing the battery pack when it dies. Diesels will beat out hybrids soon anyway. The only other "green" propulsion system that has a chance is hydrogen power but some government incentives may be equired to build the necessary infrastucture for hydrogen.

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golfer38 - 5/23/2007 5:11:35 PMView My AgentSpace

-4 Boost

Hydrogen production is not only in its infantile stage, its also limitless. Honda has already developed a home heating and cooling system that's also a hydrogen refeuling station.

The refining process will be improved, and even if its not, petrol refining pollutes the air, as well as the vehicles running on it. Hydrogen refining produces pollution only in refining, not as a exhaust emission.

cdoke - 5/25/2007 8:51:27 PMView My AgentSpace

+1 Boost

I'm here again. I had been visting my parents since Tuesday as well as attending my little sister's dressage lessons.

enthusiastx11 - 5/23/2007 6:37:46 PM

-5 Boost

so is the 328i...big deal. and it's not even a hybrid. dozens and dozens of non-hybrid cars are rated SULEV.

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enthusiastx11 - 5/23/2007 7:50:13 PM

-2 Boost

so should BMW start advertising the 3-series as zero guilt since it's SULEV and gets better mileage than other compact performance sedans?

i don't think so. and i think you'd rip them a new one if they did so.

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enthusiastx11 - 5/23/2007 7:52:29 PM

+2 Boost

xero: the mercedes ML and BMW x3 are also SULEV. should they advertise as environmentally friendly?

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BigShow50 - 5/23/2007 5:16:13 PM

+4 Boost

This is just the begining ladies!!! UK will have to get used to this technology and a real innovative one I may add. And to say that we should believe the government?!?!? You kidding right? Like corporate America who's blood line is made of oil, so is the UK who's blood line is diesel. So why not(UK Gov)be the S#!T disturber...But that will all soon back fire in the process as diesel will not be the solution, that bio-fuels will not be the solution, even hydrogen for that matter will not be the solution, especially on solo-tip. As their flaws will soon to be uncovered in the process. It will be interesting for all autos corps as to how they will play this out when it comes to marketing campaign for hybrids, especially when european manufacturers can only go as far as making a 1st gen "MILD HYBRID"?!?!? , b/c of some UK yahoo government rep raising hell on hybrids, which they have no clue about. Come on ladies!!!!.....Time to think outside the box...LMAO!!!!! Pathetic UK Government...trying to be different in the wrong areas....oh well, what's new?

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Agent009 - 5/23/2007 8:05:56 PMView My AgentSpace

+2 Boost

Maybe we should all ride a bike instead?

LB13 - 5/23/2007 8:11:09 PM

+2 Boost

Agree with you BigShow! It seems like folks keep forgetting this full hybrid is also a SUV. Let the damn add run.

EL34 - 5/23/2007 7:01:44 PM

-7 Boost

We all know for a fact this is not the first time for ToyLex to pull a slim shaddy stunt!

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answer - 5/23/2007 7:02:47 PMView My AgentSpace

+7 Boost

This just in from the BBC:

Tag body spray does not actually cause women to fall in love with you.

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M35MT - 5/23/2007 7:21:09 PMView My AgentSpace

+2 Boost

Brit's cant handle Americanized advertising...they take things far too "bloody" serious.

Weak.

enthusiastx11 - 5/23/2007 7:55:12 PM

-1 Boost

actually, british advertising is FAR more racy and eccentric than american advertising. in fact, the brits are constantly winning international advertising awards. it's the american market that's prudish.

Rupert - 5/23/2007 7:05:51 PMView My AgentSpace

-2 Boost

I assume since many of you say this is stupid, that you are perfectly happy to let BMW use the same slogan for say a 530i, which has lower emissions than the RX400h?

If Lexus had said "lowest emissions in class" it would all have been fine, but they didn't, they said "LOW" emissions, which the RX most certainly does not have. Its emissions are admirably low for its size, but Lexus has not advertised that fact properly, and did not use the qualifier "in its class", which it should have done. If they do that then the ad will be allowed back on air.

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answer - 5/23/2007 7:14:59 PMView My AgentSpace

+7 Boost

So the fact that it is qualified as a Super Low Emissions Vehicle doesn't allow for them to describe the vehicle as having "low" emissions?

Then BMW needs to drop their "Ultimate Driving Machine" slogan. They don't specify which class and I would think a Formula 1 car would be a little more "ultimate."

Rupert - 5/23/2007 7:40:53 PMView My AgentSpace

+5 Boost

We do not classify cars by SULEV or whatever, it's a different system.
And the fact is this cars emissions are not low.

Rupert - 5/23/2007 7:49:12 PMView My AgentSpace

0 Boost

Oh and with "Ultimate Driving Machine" they are in fact saying "our cars are the best", and they can prove that as it is an opinion and therefore many people can think that bmws are the best.

SupraNeverBack - 5/23/2007 8:04:53 PM

0 Boost

I don't believe 530i has lower emission than RX400h.

RX400h: CO2 192g/km, 35 mpg (Imperial)

What are 530i's numbers?

Rupert - 5/23/2007 8:08:54 PMView My AgentSpace

+3 Boost

The new one with EfficientDynamics and an auto tranny gets 179g/km and 37 MPG, also imperial.

Agent009 - 5/23/2007 8:10:18 PMView My AgentSpace

+2 Boost

Rupert is correct. The UK government knows (just as the US goverment does) that people only glaze over the ad and only catch a small portion and never read the fine print. The ads may have been acceptable by the US standard where is it more of a buyer beware market and the standards are more lax. The UK government is simply excercising it's authority.

It would have been the same if it was any other maker.

Rupert - 5/23/2007 8:16:50 PMView My AgentSpace

+3 Boost

One more thing Supra:
GS450h: 186g/km 35 Imperial MPG.
and 0-60 difference is just .5 of a second.
So the 5 series with a 3 litre petrol is less polluting and more fuel efficient than a 3.5 hybrid with a ton of batteries and electronic gubbins.
And of course then there's the 530d...44 UK mpg anyone?

S4cabriofoxone - 5/23/2007 11:48:27 PMView My AgentSpace

+1 Boost

Dre, the 535d is just as quick as the GS450h, if not quicker. The normal 535i is "just" as quick. And if you want to compare the emissions of the 550i to a Lexus, at least compare them to the GS430, its only competitor from that brand... which, I may add, is seriously underpowered. The GS460 can't come out fast enough.

Rupert - 5/24/2007 8:14:13 AMView My AgentSpace

+1 Boost

Dre - the 550i gets 26 UK mpg, emits 246g/km of Co2 and does 0-60 in 5.1 seconds.

S4 - the 535d does 0-60 in 6.2, gets 41 UK mpg, and emits 182g/km of CO2.
Not quite as quick, but less polluting and more fuel efficient than the GS450h.

I don't have figures for a 535i as BMW don't offer it to us in the UK.

Rupert - 5/24/2007 8:16:14 AMView My AgentSpace

+1 Boost

I got all that info from this site:
www.parkers.co.uk

So useful!

S4cabriofoxone - 5/24/2007 10:49:27 AMView My AgentSpace

-1 Boost

Oh. The 535i in the US is 0-60 in 5.6 (BMW's estimate), which puts it squarely in the 5.2-5.5 territory for the GS450h. The mileage ratings for the 2008 535i (I stress the "2008," as opposed to the 2007 GS450h) is yet to be released.

M35MT - 5/23/2007 7:18:18 PMView My AgentSpace

+5 Boost

Silly Americans Gogo?

The only thing that is "silly" about this is that the English are such p*****s that they'd find something wrong with this ad. Zero guilt refers to the fact that people feel guilty for driving SUVs.

It doesnt matter what the make is.

This is just plain stupid. Next topic.

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Rupert - 5/23/2007 7:45:38 PMView My AgentSpace

+3 Boost

The advert implies you should feel zero guilt because its emissions are so low, and that it does little or no damage to the environment.
The thing is, it does do damage and it doesn't have low emissions!
Tell me why I shouldn't feel guilty for driving this car? It pollutes, it consumes fuel etc.
And your racism is so insightful and really contributes to this site.

answer - 5/24/2007 11:14:17 AMView My AgentSpace

+3 Boost

I don't think using a synonym for vaginas is any more "racist" than calling Americans "silly".

And that is really more of an ethnocentric statement than a "racist" one.

M35MT - 5/25/2007 9:52:51 AMView My AgentSpace

+5 Boost

Sorry Rupert.

I wasnt aware that the British were a Race...I was under the impression they were individuals that have Citizenship in the U.K.

Oh, silly me....

Agent63 - 5/23/2007 7:53:32 PMView My AgentSpace

-1 Boost

In the US the Lexus consumers are in denial and believe their cars are the best (shown on this website by it's cult). Heavily marketed USA people can't run away from Lexus ads. They are everywhere and when there's that many ads people will eventually buy into them.

It's not biased views and not the reason why the ads were banned. There had to be some source in order for them to ban the ads.

So this brings up the topic: Has US been mislead as well?

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Agent009 - 5/23/2007 8:13:56 PMView My AgentSpace

0 Boost

Well EVERYONE advertises that they are the best. So how are you going to prove it? Unless you have a standard to be judged by, then it is all mindless chatter in the background. Sometimes in the efort to boast you may imply something that may be misconstrued. It is always a dance of wording.

gsh23 - 5/23/2007 8:41:38 PM

+9 Boost

wait! you mean those guilt-free chicken fajitas over at chilis is actually NOT guiltfree?? ban chilis!

another example of british people sticking yet another rod up their bum. its like a real life Brazil or 1984 over there...

reply to this comment

Lexus - 5/23/2007 9:56:46 PM

-1 Boost

Agent63, I reply to your comment on the Lexus IS-F engine revving post go and read it.

Lexus

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david999 - 5/23/2007 10:00:08 PM

+1 Boost

Bottom line is that it's laughable that this ad is singled out as being misleading.

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S4cabriofoxone - 5/23/2007 11:49:57 PMView My AgentSpace

+5 Boost

Did it occur to you that other ads have probably been banned for similar reasons? This was just posted because it would cause contreversy.

enthusiastx11 - 5/24/2007 12:15:47 AM

-5 Boost

of course it is. lexus is infallible.

LexusNumberOne4ever - 5/24/2007 12:24:27 AM

+5 Boost

S4: Clearly, the 'spies want us to start a flame war. I'm so glad you saw through their evil designs.

S4cabriofoxone - 5/24/2007 10:43:24 AMView My AgentSpace

+2 Boost

*Controversy. Just caught that.

LexusNumberOne, I'm glad I knew it, too.

huu76 - 5/23/2007 11:35:14 PM

0 Boost

"Ultimate Driving Machine" is the king of misleading avdvertising.

Lexus should've rammed an 18 cylinder diesel in the RX. Wouldn't even need to bother with emissions then.

reply to this comment

enthusiastx11 - 5/24/2007 12:19:03 AM

-6 Boost

'ultimate driving machine' is a tagline huu, not a specific claim about a car.
lexus' tagline claims 'perfection.'
those who live in glass houses....

Auto_expert - 5/24/2007 12:45:37 AM

-1 Boost

I think it would have been REALLY funny if they banned the words "High performance". Who is Lexus really fooling? LOL.

That's the UK for you - off the edge with their political correctness and censorship (so as not to offend any living thing). Glad I'm here and not there.

reply to this comment

matt635 - 5/25/2007 5:58:51 AM

+1 Boost

Well our government does try and act in the best interests of it's people....

.... where as in America Lexus could probably get sued by someone who claims to have felt guilt after buying the car - and it was therefore mis-sold!

no1listensanyway - 5/24/2007 1:07:57 AMView My AgentSpace

+5 Boost

This is so stupid.

Rupert, does your government really think people are that stupid to be so critical of an advertisment?

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SevorbeupstryIsBack - 5/24/2007 1:44:13 AM

-2 Boost

Hahaha this is just brilliant!

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Rupert - 5/24/2007 8:08:01 AMView My AgentSpace

+3 Boost

Don't think Lexus is the one that is singled out!
BMW had an M5 ad banned because it implied it was faster than a supersonic jet...all the companies have banned adverts at some point.
It's just the wording that's wrong, if they change it, it will be fine.

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S4cabriofoxone - 5/24/2007 10:51:37 AMView My AgentSpace

-1 Boost

Thank you for making that clear, because so many of the Lexus fans think that there is one huge conspiracy against ToyLex. LOL.

answer - 5/24/2007 11:19:56 AMView My AgentSpace

+2 Boost

I think the intelligent Lexus fans don't believe in any conspiracy theories.

They just aknowledge the hyper-critical views of Euro-only so called "enthusiasts" that frequently post on this site.

I guess that's why Lexus is "persuing perfection". A lot of people seem to hold the brand to a higher standard than their German counterparts.

I hope there will be some real automotive news soon, lest some people here might start looking for typos in the LS owners manual and pass that off as a story.

jon21 - 5/24/2007 11:24:49 AM

+2 Boost

Wow...Now the British gov't thinks their people are soo stupid and cannot think for themselves.

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bevisroy - 5/24/2007 10:05:24 PM

-1 Boost

Lexus ALWAYS understates their 0 - 60 times by at least .5 seconds. Here are the results of the 5 Top Luxury Cars in this test which was reported in the January Issue of Car and Driver. Please note these tests were all done on the same day at about the same time and at the same altitude. The results reflect the average of 3 runs and all cars are the 2007 vintage.

Mercedes S550 5.6, 0 - 60 quarter mile in 14.1 (Benz show 5.4 in their specs)
BMW 750iL 5.7, 0 - 60 quarter mile in 14.2
Jag XJ Super 6.0 0 - 60 quarter mile 14.5
Lexus LS460L 6.2 0 - 60 quarter mile 14.6
Audi A8 6.8 0 - 60 quarter mile 15.2

Note that Lexus, as usual, is more than the 5.4 the manufacturer CLAIMS to get by .8 seconds.

Also note the LS430 (prior model the LS460 replaced) was rated at 295 HP and was actually 278 when Lexus corrected their rating. And there were no refunds or apologies from the so-called "quality" car company. ABC - Always Be Careful what you buy from the Lexus people.....

reply to this comment

matt635 - 5/25/2007 5:52:42 AM

+2 Boost

I dont see what the big deal is, our government just takes the issus of emissions seriously. The yanks belch out god knows how much crap from their industry into the atmosphere, just because they're terrified the US global supremacy will be in danger from chinese manufacturing!!! and hey it's not going to be as easy to start a war with the chinese as it was with with Iraqies!

And the UK government is not anti-toyota! the government has a relatively good relationship with Toyota Manufacturing (UK) at Burnaston.

reply to this comment

Rupert - 5/25/2007 2:29:39 PMView My AgentSpace

+4 Boost

on the red bull adverts it says "does not actually give you wings".

And British people are nothing like the French, we at least work 5 days a week.

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EL34 - 5/25/2007 6:50:01 PM

+1 Boost

Oh what a tangled web we weave, When first we practice to deceive.

*cries*

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Tyronn - 5/25/2007 9:23:01 PM

+1 Boost

An RX400h does not break even environmentally until it does 30,000km's due to the production of the batteries. This is not even considering what needs to be done to dispose of them at the end of the car's life.

Green it most certainly is not.

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