America's Cup has a history dating back to 1851, pitting the world's best sailors and fastest boats against one another to find the best of both. For the AC, sustainability means many different things, from natural habitats and wildlife to energy and emissions. They strive to optimize the "social, economic, and environmental impacts of [their] activities." They even have a plan that lays their intentions out, which can be found on their site for anyone interested.
The success of sailing sponsorship is often directly related to matching brand values with the right product, and the environment is a concern both Lexus and America's Cup share. The luxury car company will be providing the Cup many of their energy-efficient vehicles, further solidifying the commitment they share with AC regarding environmental goals.
Since its start in 1989, Lexus has earned a reputation for high-end cars and in recent years become one of the world’s leaders in luxury hybrid vehicles. With five hybrids providing some of the best in modern technology it comes as no surprise that Lexus was selected to provide a fleet of vehicles for use at the AC Series events, along with the Louis Vuitton Cup (America’s Cup Challenger Series) in San Francisco in 2013 and the AC Finals.
“The America’s Cup is a showcase for innovation, technology and design excellence,” explains Stephen Barclay, CEO of the 34th America’s Cup. “It’s a sport where designers and engineers are pushed to create the fastest boat, which allows the best sailors in the world to prove their skills. With Lexus on board, we feel a synergy in this tradition of design, technology and excellence.”
A pioneer in innovative, hybrid technology, Lexus is committed to providing energy-efficient vehicles without sacrificing performance, according to the company, and has produced vehicles that offer 63 percent fewer smog-forming emissions and more power than comparable gasoline-powered automobiles.
“Lexus and the America’s Cup share a similar audience, and partnering with this performance-driven sporting event offers us an exciting way to connect with our fans,” Lexus vice-president of marketing, Brian Smith said. “We look forward to introducing our line of hybrid vehicles to a new audience during the most prestigious sailing competition in the world.”
The America’s Cup began their partnership with Lexus in Newport, R.I. for the final event of the 2011-12 America’s Cup World Series, and the Lexus brand will continue to have a significant presence at all future 34th America’s Cup events, including the opening event of the 2012-2012 America’s Cup World Series with races in San Francisco from August 21-26.
For more information visit America'sCup.com or Lexus.com.
