The new Davis has been in progress for two years. In 2019 Lexus already participated as sponsor and official vehicle of that season, a union that they re-signed for the Davis Cup by Rakuten Finals 2021. The objective was the same, to unite two firms that represent effort and tenacity through elite sport , an area in which Toyota’s premium firm is constantly developing. The Lexus have been the official cars of the teams, both at the Spanish headquarters (Madrid) and in Innsbruck and Turin . Despite the difficulties and the bad news, such as the early dismissal of Spain against Russia in the doubles, this has been a learning event for the organization and its collaborators. Fans have been able to enjoy an evolved format , which integrates them thanks to projects such as virtual reality or digital games proposed by the Lexus Magic Davis Cup.
Resorting to social networks is always a key hook for the new generations, those who were losing their taste for a tournament that felt “from another era” . After differential proposals, such as playing in three simultaneous venues and extending the week to 11 days of the tournament, the public has shown their satisfaction with visits . The stands were once again full in the most important matches, which had become three sets with the aim of energizing the competition. In addition, the players have been able to rest more and the equality between them has been higher than in other years, in which games could be tediously lengthened.
Lexus in the Davis Cup
Davis’ success was crucial to its organizers, who had to find a way to hook people and show that tradition is essential. Something similar happens with Lexus, which uses ancient techniques from Japan to create its sophisticated vehicles . This link has been noted during the days of the tournament, during which the firm has served as the official vehicle for the 18 teams.
It has also launched a unique tribute with the UX ‘Tennis Cup’ Edition, a model based on the electric UX 300e that featured details of the body in the so-called Tennis Green. This easily identifiable color was available during Davis’ 11 days at a price of € 39,900 and shared the limelight with another newcomer: the Lexus NX.
Lexus NX
The Davis Cup by Rakuten Finals have coincided with the launch of the Lexus NX, the SUV that once again gives a twist to its design and mechanics to continue leading the premium hybrid and SUV segment. The NX has been the official vehicle of these tennis days, which emotionally coincide with the “Feel More” campaign that accompanies its presentation in society. A welcome that has the guest of honor, the Lexus NX 450h + plug-in hybrid vehicle.
One of the reasons for the participation of the firm is the involvement of the public, something that they have solved with notable proposals such as the Selfie Stadium. As we explained to you a few days ago, you could have become the star of the Madrid Arena by sharing your selfie with a Lexus . If selected, your image would be shown on the video scoreboard and, finally, among the most special ones, one would achieve stardom and a double ticket for one of the eleven games. You could also show off your racket skills by trying to dunk a ball in the trunk of a new NX, something we tell you about in this article.
