Lexus will be showcasing at the Specialty Equipment Market Association (SEMA) Show in Las Vegas an array of new project cars, dressed-up IS F high-performance sedan and its F-Sport line of performance accessories. Brian Bolain, Lexus national engagement marketing manager, quipped that Lexus is following up on the introduction of the IS F last year with the unveiling of the F-Sport line of performance accessories for the IS 250/350.
He noted that based from the market's overall response, there was some pent-up demand for such accessories. One of those new project cars is an interpretation of the Lexus GS 460 by Five Axis, the same firm responsible for the Project IS F that was a huge hit at last year’s SEMA.
For this year, Five Axis has chosen the Lexus GS 460 to create the Project GS, which will have its debut inside the Lexus SEMA booth on November 4. Designer Troy Sumitomo will be present to discuss the Project GS.
Project IS F is also coming back to SEMA, this time featuring a heavily modified V8 engine that now boasts of a displacement of 5.75 liters for more available horsepower and torque on hand. The Lexus booth will also feature four distinct IS F project cars from independent builders -- Fox Marketing/Artisan Performance; Import Tuner Magazine/TEIN Suspension; 0-60 Magazine; and MotorworldHype. Each team has their own performance and design approach – some emphasizing heightened track performance and others focusing on increasing the fun side of the IS F.
Lexus will also showcase a special LX 570 from ICON 4x4 Design, lending a stealthy and functional appearance to the LX while boosting it with a number of performance upgrades. Lexus’ booth will also feature a Lexus IS 350 equipped with F-Sport accessories and concept body kit; F-Sport accessories; a 2009 Lexus IS F featuring the latest factory updates like a new interior color and other revisions.
Lexus is giving attendees an opportunity to pilot the IS F and the F-Sport-equipped IS 350 at the Motor Trend Proving Ground located just adjacent to its booth. This track will be open to Lexus cars during normal show hours starting Nov. 5 at 9:00 a.m. the next day at 5:00 p.m.
The company will also feature an IS F strapped to a chassis dyno for simulated full throttle quarter mile runs. Users are urged to power shift the eight-speed Sport Direct Shift transmission. The dyno is open from Nov. 4 to Nov. 7, 3:00 p.m. Attendees could also enjoy IS F video racing simulators in which drivers could race against each another on Laguna Seca's Corkscrew and win prizes and bragging rights.