Lexus strengthens its presence in Italy's most exclusive locations: starting from December 2024, the renowned Japanese premium brand takes center stage on the slopes of the international Cervino Ski Paradise, bringing distinctiveness, sustainability, and sporting performance to the Alps. With this initiative, Lexus reaffirms its "Experience Amazing" promise, inviting everyone to enjoy thrilling experiences in unique locations, seamlessly merging Lexus values with those of winter sports.
The choice of Cervino Ski Paradise is no coincidence—it perfectly embodies Lexus' core values: prestige, performance, and elegance, all framed by an unparalleled panoramic setting, with the iconic Gran Becca clearly visible from every angle.
Within the prestigious Cervino Ski Paradise—comprising the resorts of Breuil-Cervinia, Valtournenche, Torgnon, and Chamois—Lexus introduces the NX Driving Academy, featuring an extraordinary one-of-a-kind version of the NX F-Sport Plug-in Hybrid. This unique NX model perfectly reflects the dual essence of the vehicle: eco-friendly on one side, sporty and high-performing on the other, striking an ideal balance between electrifying performance and environmental responsibility. The car will be displayed in the Plan Maison area, emphasizing the brand’s strong connection with high-level performance and elite sports, which find one of their greatest expressions in Breuil-Cervinia within the Italian Alpine landscape.
To further support this initiative, Lexus is providing the ski resort with two models from its Electrified Range that represent the future of electrified mobility: the NX Plug-in Hybrid and the RZ Full Electric. This reinforces the brand’s presence in the region and Cervino Ski Paradise’s commitment to innovation and sustainability. Lexus' electrified mobility philosophy guides the brand's vision for the future of automotive electrification, striving to define and inspire a new era of conscious and responsible drivers.
Lexus finds its natural synergy in the world of winter sports: just as skiers navigate the mountains with elegance and precision, Lexus redefines mobility with the same philosophy of harmony and respect. In this transformation journey, Lexus confirms itself as a pioneer in premium innovation, accelerating towards a mobility concept that combines performance while remaining environmentally conscious. In line with the brand’s strong commitment to environmental responsibility, Lexus Plug-in Hybrid models play a significant role in reducing harmful emissions and fighting climate change. This approach goes beyond technology—it becomes a true movement experience, where eco-compatibility and high performance coexist in perfect balance, just like on the slopes of the Cervino.
This new chapter in Lexus' strategy comes to life through strategic partnerships and innovative activations, further solidifying the brand’s position as a benchmark in the premium market. The goal is to create experience ecosystems that go beyond the traditional concept of mobility, integrating technology, sustainability, and performance in exceptional settings such as Cervino Ski Paradise.
