Lexus as we all know are the marque under Toyota, the famous Japanese car manufacturer, and they’re quite the Japanese version of those Bimmers, Benz, and Bentley. But are they really up on par with those luxurious brands, especially after a big hiatus recall from Toyota due to the “stickybrakegate” incident? Well, Lexus has unleashed a new “The Hard Way” advertisement campaign to show them what it means to over-engineer their luxury cars.

In one such commercial titled Chain, Lexus attaches cables to an LS sedan and raises it off the ground. The idea is to show you how strong the chassis is because it can support its own weight when lifted into the air. Since the theme is “the hard way,” the weight of just one single LS clearly isn’t enough and Lexus attaches four other Lexus vehicles to LS and raises them all in the air.

The commercial does an excellent job of conveying Lexus’ solid built quality through a visual exercise. But you’d probably don’t think it’s real. Well, Lexus actually has the whole “behind the scene” footage up on YouTube to show you just how real it gets. I’m pretty sure a certain Proton brand could learn a thing or two from these new “the hard way” videos.

The Hard Way: Chain – Behind the scene

The Hard Way: Wood Craftmanship



The Hard Way: Paint Technique



The Hard Way: Engine Scrutiny



The Hard Way: Light Inspection



The Hard Way: Leather Testing