Whether this is an early April Fool’s spoof or luxury automaker Lexus is serious about bringing a playful, potentially dangerous take to a concept IS sedan by partnering with Sriracha sauce remains to be seen.
Marketing spoof, sense of humor from the humorless Japanese, or just plain fun, fast food without substance – you decide?
By joining forces with Sriracha, Lexus claims it is “turning up the heat” with custom auto detailing and foodie finishes. The specially modified vehicle is now on display at The Los Angeles Auto Show at the Los Angeles Convention Center.
“The new Lexus IS is so hot, we decided to make it Sriracha hot, with all the custom details every Sriracha fan will appreciate,” said Brian Smith, Lexus vice president of marketing.
To bring the concept to life, Lexus commissioned West Coast Customs. Lexus also created a video, “Sriracha In Everything” that highlights the vehicle’s custom details and how Sriracha makes everything hotter. It can be viewed at: https://youtu.be/U2mtILDZRgI.
Sriracha IS
Official Sriracha IS Paint Job: Lexus said it experimented with a range of mixtures and methods—including adding Sriracha sauce to the paint itself—to create the Sriracha Red color, complete with flecks of chili-like flakes. The custom paint job was designed to mimic Sriracha sauce inside the bottle and topped with a clear coating
Sriracha-Injected Steering Wheel
A Sriracha-like liquid was cast in resin, then formed into a Lexus steering wheel, complete with a warning for “Hot Handling.
Sriracha Temperature Settings
The settings for the seat warmers and AC/heating system have been upgraded to go from cool to Sriracha hot.
Sriracha Driving Mode
Sriracha mode tunes the powertrain for faster gear changes and more dynamic throttle mapping.
Handcrafted Seats
Plush leather seats are hand-embroidered with the Huy Fong rooster logo, the Sriracha IS logo and green accents.
Sriracha IS Badging
Custom badging on the side, rear and door wells identify this model, while illuminated callouts under the passenger and driver’s doors add a level of exclusivity.
Sriracha Green Accents
Touches of green are a said to be signature element of official Huy Fong Foods products. Bottle-cap green details throughout the car include (we are not making this up):
- Spindle grille outline
- Hand-painted calipers
- Interior cabin mood lighting
- Chrome side view mirror accents
- Hand-stitching on the seats
Fully Stocked Trunk
The trunk is stocked with 43 bottles of Sriracha for emergency condiment situations.
Key Fob with Remote Emergency Sriracha Activation
The key fob includes an emergency chili button that dispenses the sauce from a nozzle on the fob, so drivers are always prepared.
Sriracha IS Driving Accessories
Driving Jacket: For this collaboration (publicity stunt), Lexus created two one-of-a-kind jackets that feature hand-embroidered images of the Sriracha IS and custom Sriracha IS patches to commemorate this sizzling venture.
Driving Mitts: Some cars require driving gloves. The handling on the Sriracha IS is so hot, custom oven mitts are necessary. (we are not making this up)
