Lexus uses Lateral to spark debate on hybrid cars

Car company Lexus has brought in an agency to promote an online debate around hybrid cars and their potential global impact.

Lexus has turned to Lateral PR following a four-way pitch led by strategy director Doug Smith. The online debate will be launched in late summer using a Lexus-sponsored web forum. There will also be RSS feeds from other blog sites to gather opinions on the possible impacts of reducing petrol pollution.

Hybrid cars use petrol and electric-powered engines, making them more environmentally friendly than diesel or petrol-only engines.

Lexus hopes the debate will lead to an acceptance of hybrid technology and a shift in society akin to that caused by mobile phone technology in the past decade.

Lexus marketing manager Matt Button said: ‘We ­required a very specific understanding of what we wished to achieve as well as an ­inspired and creative ­approach. Lateral provided a very innovative approach.’

He added that Lexus will join the discussion and ­attempt to clear up misconceptions about the technology. But he insisted that there would be ‘an open and honest debate’ and that the site would not be overtly branded.

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