Lexus partners with 100 Thieves to make a car
Car brands sponsoring sports teams is nothing new, which is why it’s not too surprising when we hear news like Lexus partnering with the gaming organisation 100 Thieves.
The whole marketing idea behind this move is very similar to what Acura did when they made an anime short to promote their new car. The goal for both brands here is to target the younger generation of potential car buyers.
Lexus creates a custom Thieves NX car for 100 Thieves.
Part of the sponsorship includes renaming some aspects of the business but also a custom car. Here is the video announcement of the 100 Thieves’ Twitter.
Introducing the Thieves NX, powered by @Lexus.
The first design generated by championship gameplay, on one of the most technologically advanced vehicles Lexus has ever made. pic.twitter.com/I32LjgWQ2z
— 100 Thieves (@100Thieves) June 13, 2022
This was all first announced during the gaming organisation’s Content House episode “Trivia Gamer Car Challenge.”
This leaves us wondering if this is an actually exciting idea. Gamers aren’t exactly looking for the latest and greatest cars, but this does show off the brand to more potential buyers. We honestly much prefer seeing Suzuki making a custom supercar in the game Grand Turismo. Would be even more exciting if, like this Lexus Thieves NX, it was actually built and driven.
Source: Lexus
