We invited 130 potential customers to try a GS Hybrid driven by a professional racer. Before the ride, all the participants wore a heart rate monitor and were challenged to keep their heart rate below 120 beats per minute. At the end of the ride, all the participants could immediately see if they won or lost the challenge. We wanted to demonstrate both in a spectacular and scientific way, how the hybrid technology from Lexus can really be an adrenaline pumping and fun experience and, at the same time, we wanted to change the misconception about hybrids in general, the one from Lexus in particular.

Just 2 of the potential customers involved in the test managed to keep their heart rate below 120 beats per minute. In the month following the event, 76% of them visited a dealer to test the new Lexus GS Hybrid themselves and 32% purchased the car in the end. The video triggered discussions on more than 100 different automotive blogs worldwide, making the hybrid by Lexus not just the responsible choice but also the exciting one.