Lexus Partners With Twitch Streamer To Create A Car For Gamers

The Gamers’ IS is a modified-version of the IS 350 F Sport sedan. Lexus, the luxury vehicle division of Toyota, has joined forces with Twitch user Fuslie to create the Gamers’ IS, a modified-version of the IS 350 F Sport sedan that includes a gaming PC in the trunk, an HD curved monitor in the passenger seat, a retractable keyboard and mouse tray, and a 3D-printed controller. Yet don’t expect the cars to roll off the assembly line anytime soon. According to a Lexus spokesperson, “It will likely become a show car and make the rounds of the auto shows once those come back.” The intention, however, seems clear — to appeal to the key gaming demographic. Honda recently revealed its new Civic on Twitch, while Ford used the platform for a “live drive stream event” in which users could drive a Mustang Mach-E on a 100,000 square-foot interactive track. Marketing cars on gaming sites is a push by automakers to renew interest from a younger generation in cars after recent surveys have shown that younger generations don’t necessarily aspire to own a car or even drive. Given that 67% of Twitch viewers are under the age of 35, the marketing…
Read More