(January 21, 2018) PLANO, Texas — Families will now be able to enjoy more space with their luxury utility vehicle thanks to the new three-row Lexus RX L models. The RX created the luxury crossover segment 20 years ago and has reigned supreme as the most popular luxury utility vehicle on the market. The 2018 RX 350L and RX 450hL models retain their stylish figures, but now offer the choice of six or seven-passenger capability.

Lexus says that with the new RX L models, Lexus drivers will now have the option of a third row without compromising the sleek styling and easy maneuverability that they have long valued.

With help through the mastery of vehicle packaging, Lexus extended the body length 4.3 inches at the rear and used a steeper tailgate window angle than on the two-row models — ensuring good headroom for third-row passengers.
 
The standard seven-seat version uses a 40/20/40 split bench-type second row seat. Access to the third row is made easy with the touch of a lever that slides and folds the second seat forward. The available six-seat configuration features second-row captain’s chairs that make third-row ingress/egress easier with “walk-in” convenience.

To debut the all-new, three-row models, Lexus has developed a comprehensive marketing campaign to highlight the luxury, flexibility and logistical liberty that three rows can offer.
 
“The RX has been the top-selling luxury utility vehicle in the U.S. for more than 20 years, and we’re excited to offer the next evolution of the iconic crossover in two flavors: the V-6 RX 350L and the powerful multistage RX 450h,” said Cooper Ericksen, Lexus vice president of marketing.

“The RXL marketing campaign is targeted at the modern family who values the luxury of space and flexibility for whatever life throws at them.”
 
“Emily,” a general market TV spot, began airing nationally Jan. 13. The spot highlights the versatility of three rows by featuring a young family in everyday scenarios, such as driving their little girl and several friends to a birthday party, loading in all the dogs and having enough room for all their daughter’s stuffed animals.

Emily, who appears to be an only child, explains that while her parents think their new car is for them — it’s actually hers. At the end of the spot, the pregnant mom asks her daughter if she’s excited for her new baby sister to come home, and the camera catches an astonished look on Emily’s face with the voiceover explaining that you can experience space for the unexpected with the new Lexus RXL.
 


The integrated campaign will appear nationally and regionally on broadcast, digital, print, out-of-home media and radio. The television spot will air during prime time, cable, late night and sports programming on networks like CBS, HGTV, ESPN, Golf Channel and during the 2018 Winter Olympics on NBC.

The new Lexus RX 350L goes on sale this month.