LOS ANGELES -- Lexus is pairing up with Paul McCartney in a marketing effort that goes beyond sponsoring the former Beatle's concert tour.
McCartney is an ardent fund-raiser for environmental and human rights causes. Lexus is promoting that activism as part of its sponsorship.
"We didn't set out to sponsor a rock 'n' roll act," says Keith Dahl, Lexus' national manager of event marketing. "We wanted to align our brand with someone who is at the top of his industry."
Lexus' sponsorship of McCartney's U.S. tour includes a one-off edition of the RX 400h hybrid crossover, with McCartney touches.
McCartney's signature Hofner bass guitar is painted on the side of the vehicle. The gearshift resembles an old-style microphone. The seat fabric is the same as the covering for McCartney's VOX amplifiers. The wood inlay has been replaced by pearlescent guitar pick-guard material.