Lexus has launched an advertising campaign featuring the largest and most advanced driving simulator ever built. The simulator, running in the company’s research campus in Higashifuji, Japan, is being presented as a symbol of the company’s search for perfection, exploring the concept of an accident free world. The campaign features a television/online commercial, “It’s Out There”, a 3 minute mini-documentary, along with outdoor, print, mobile, emerging media and online banner work, as well as in partnerships with Yahoo!, The New York Times, CNN, Pandora, YouTube and Facebook.
Click on the image below to play the 30 second commercial in YouTube (HD)
Click on the image below to play the behind-the-scenes video in YouTube (HD)
The Lexus Driving Simulator is set on a series of complex, interlocking full motion tracks span the interior of a room the size of a football field. On top of the tracks sits a round domed structure, approximately 15 feet high and 56 feet in diameter, supported on a full three-axis hexapod system. Inside the dome, a real Lexus vehicle is mounted to a turntable, allowing drivers to test and experience actual vehicle controls. A high-definition imaging system provides a full 360-degree environment of roads around the vehicle. Drivers can see and hear traffic and the city around them, including receding scenery viewable in the side- and rear-view mirrors.
The Lexus Driving Simulator pod is able to tip forward or backward and side-to-side to create sensations of acceleration. Coupled with the track system, which moves the pod in all directions, the simulator creates realistic feelings of cornering and handling, and can mimic speeds of up to 186 miles per hour with a turn angle of 330 degrees. This highly advanced simulator allows Lexus to conduct ongoing testing to learn about driver behaviors and reaction times, to engineer active safety features that will help protect people on the road like never before. Not only does Lexus test for traditional traffic incidents, but they also conduct testing that determines driver response while distracted by technology such as text messaging, navigation systems and car warnings and displays. Testing is also conducted on drowsy driving and poor visibility. Simulation of driving scenarios allows the engineers to analyze driver reactions before an accident to determine what technology could assist in helping to prevent future accidents.
Lexus work is developed at Team One, El Segundo.