2017 International Motor Show: Lexus unveils plan to redefine the auto show press conference

On August 22, Lexus announced that it would be taking a new approach to its press conference at the 2017 International Motor Show (IAA), which opens its doors September 12 in Frankfurt.

At major auto shows like IAA, the press day schedule is often tight, which makes it tough for members of the press. This year, Lexus has decided it won’t even bother setting a time for its press conference.

Instead, it will offer a new approach to its press conferences that allows members of the press to attend whenever they want. They can visit the Lexus booth and use AR (augmented reality) glasses to take a virtual guided tour with a presentation by Lexus Europe’s Alain Uyttenhoven and development engineers.

Lexus says, “We plan to offer a fundamentally new way to present to members of the press in Frankfurt that redefines the traditional press conference. They can view the press conference’s presentation at any time during the two press days on demand.”

Written by Minoru Moriwaki
(Translated by Greg Scott)