Lexus and The Black Panther - REPRESENTATION.

Marvel's Black Panther movie is set to break records and open minds!

Happy Black History Month! I believe we are in a renaissance period of Black awakening and empowerment. And nothing showcases this more than Marvel’s upcoming “The Black Panther” movie. Too often, African Americans are portrayed in a “negative” light in media... Thus, on the contrary, Black Panther is our moment to shine (even brighter)! 

Already, this movie is on track to be one of the highest grossing Marvel films ever. And with a soundtrack fully produced by Kendrick Lamar and the whole TDE cast (SZA Schoolboy Q, etc.), let’s just say our ears are in for quite a treat as well! But what’s a movie debut without some promotional tie-ins? Lexus and Marvel have teamed up to produce some movie-themed vehicles, with very specific goals in mind.

Driving Demand

On the bottom is the Lexus LF-1 Limitless concept.
Is it me, or have Lexus' cars... Evolved?
Supposedly this will be a future flagship model.

There was a time where Lexus was one of the top-selling luxury brands in the United States. It’s a new day however, and consumer tastes have changed. Thus, Lexus is on a quest to attract a younger demographic to the brand to reclaim the top spot. One action involves creating “sportier-looking” products, seen most obviously in their corporate “Spindle Grille” (or “Predator Grille”, if you’re the sarcastic type). The other plan involves product placement, and you can expect to see the new LC500 starting prominently in The Black Panther.

While it’s evident that the U.S. population is aging, Lexus’ strategy doesn’t (and can’t) just hinge on appealing to younger buyers. Minority spending is increasing as well, especially African American spending. Marketing Lexus as “hip” in the right places moving forward is one way to connect with a potential base. And with so many Black millennials surely headed to the movies in a couple of weeks for The Black Panther, placing a special LC500 before the audience is wise exposure. Yet, there’s a risk as well.

Lexus' Black Panther themed LC500 has been making rounds
at auto shows this year.

Side note: It’s worth mentioning that Lexus intended to run a Black Panther/LC500 commercial during this year’s Super Bowl. I must’ve missed it...

Old Base, New Face

While in theory targeting people for better brand awareness is not new or weird, exploitation is. And to me, it just seems that Lexus needs to monitor their motives. They don’t want to come across as though they are merely marketing to minorities when it’s convenient. Such as when a movie debuts... But before now, they appeared unconcerned with their “boring” customer base. Lexus says they want to be a part of more conversations in diverse communities.

Spindle grille or "predator grille"? You be the judge.

On top of this, while trying to appeal to new audiences, there’s a risk of alienating old buyers. This is especially true when it comes to Lexus’ current styling language. Their large open mouth grille simply hasn’t registered quite as well with their tried-and-true buyers... Lexus’ LF-1 concept that was shown at the Detroit Auto Show this year honestly showed that they have no intentions of dialing it back either. Jeff Bracken, general manager and Vice President at Lexus, says he gets calls about the brand’s designs being too “aggressive” for traditional buyers. But yet, it’s a strategic move he says, so don’t expect it to change...

In my own opinion, I feel Toyota and Lexus are going too far out with their grille designs... Let’s just keep it in perspective a little more, please. Then again, they probably shouldn’t care too much what I think, since I’m not really in the market for a Lexus right now anyways...

For The Culture

All in all, I’m so glad there is so much hype around Marvel’s Black Panther movie. I’m glad to see African Americans and Africa portrayed in a strong light (far from the “s-hole” you might have been told it is...). I’m glad to see the auto industry jumping in, acknowledging the influence of minorities. And I’m proud of the progress we’ve made socially, despite various societal setbacks, even recently. Its all about forward progress! 

The Black Panther releases in theatres on February 16th, and the Lexus LC500 is on sale now with a starting price of $92,000. The LC Hybrid starts at $96,510.

I could go on and on, but let’s remain excited and lift each other up as we continue rolling on. Are you ready!? #knowyourhistory

Update: Black Panther has officially made over $1 Billion at the box office! Wakanda forever!

Update 2: Black Panther is now officially the highest grossing superhero film in the United States of ALL TIME! Now THAT'S the power of minority spending.

A Marvel indeed.

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