# Car Show Massage Lexus Brings Luxury to the NAIAS By Angela Lowe | Published 2007-01-10 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/car-show-massage-lexus-brings-luxury-to-the-naias Every automotive company at the North American International Auto Show had amazing vehicle displays that were really vibrant, cool and represented their brand. [Lexus](https://www.trendhunter.com/trends/artistic-experience) decided to have a section on their set that was solely devoted to [providing massages](https://www.trendhunter.com/trends/robotic-massages) to members of the press only. After walking around all day juggling a camera, bongos from the [Jeep](https://www.trendhunter.com/trends/jeep-concepts) reveal and bags full of numerous press kits I decided I would take a break and get pampered even if it was just for 5 minutes. Despite the fact that this may appeal more to women then men, it still leaves you with the impression that Lexus is focused on luxurious comfort in their pursuit of perfection. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 15% | Activity: 15% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) ## Key Themes ### Key Themes Behind This Trend - **Luxury Brand Services:** Luxury brands can offer unique customer experiences like massages to stand out and create lasting impressions on its customers. - **Experiential Marketing:** Experiential marketing campaigns that offer unique and luxurious experiences have the ability to create positive brand perceptions among customers and media. - **Innovative Showcase Spaces:** Companies can differentiate themselves at industry events by turning their showcase space into innovative and memorable experiences for attendees and the media. ### Where This Applies - **Automotive:** Automotive brands can use luxury services and marketing campaigns to differentiate themselves from competitors and create positive brand perceptions. - **Hospitality:** Luxury hospitality brands can use unique and personalized services to create lasting impressions and differentiate from other brands. - **Health and Wellness:** Merging health and wellness experiences with luxury services can create unique customer experiences that stand out in the industry and create positive associations with the brand. ## Related on Trend Hunter - [Immersive Auto-Focused Artistic Experiences](https://www.trendhunter.com/trends/artistic-experience.md) - [Color-Changing Outdoor SUV Concepts](https://www.trendhunter.com/trends/600-premium-aap-build.md) - [Mobile Emotional Sanctuaries](https://www.trendhunter.com/trends/lepas-l8s-exquisite-space.md) - [Consumer-Centric Luxury Car Campaigns](https://www.trendhunter.com/trends/genesis-motors-canada.md) - [Off-Road OEM-Modified SUVs](https://www.trendhunter.com/trends/lexus-lx-600-alpine-lifestyle.md) - [Car-Themed Film Contests](https://www.trendhunter.com/trends/lexus-film-masters-challenge.md) - [Massaging Car Seats](https://www.trendhunter.com/trends/sonic-wave.md) - [Sporty EV Concept Designs](https://www.trendhunter.com/trends/lexus-rz-sport-concept.md) - [Auto Brand Golf Experiences](https://www.trendhunter.com/trends/the-genesis-invitational-2024.md)