While the website is intended as an information source for potential Lexus purchasers, it also functions as a mechanism for Lexus to capture information about current owners, and to keep them informed about the brand. The site also features a rather intriguing competition that asks visitors to try to engineer the perfect car using the online tool. The person whose design is as close to perfect as can be will win a luxurious trip to Japan. While an intellectual challenge, the competition reinforces the Lexus design team's own quest for perfection.
The online campaign, which comprises mainly banners linked to sites visited by members of Lexus' target market, complements the current television, print, direct and outdoor campaigns. The ‘golden thread' running through all these campaigns is that they reflect the engineering team's obsessive attention to detail, as the examples alongside illustrate.