This August, as some of the best cyclists in the world compete in the largest professional race in the US, they will be escorted through the Colorado Rockies by Lexus. The luxury automaker has signed a two-year deal to become the official vehicle of the USA Pro Challenge through 2015 and, through the Lexus Champion Giveaway, the brand will provide the overall race winner with a three-year lease for a CT 200h hybrid.
Additionally, Lexus will be the presenting partner for the Sprint Jersey, which has been worn by some of the top sprinters in the world, including Cannondale’s Peter Sagan.
“Partnering with one of the largest races in the country seemed like a natural opportunity since Lexus and cycling share common traits,” said Brian Smith, Lexus Vice President of Marketing. “We have a passion for cutting-edge design, technology, performance and efficiency that helps us create innovative luxury vehicles like the all-new Lexus NX 200t. These same intense characteristics in a cyclist and their race bike are the foundation for a win.”
One of the biggest races in the United States, the USA Pro Challenge will take place on 18-24 August, and will travel 550 miles from Aspen to Denver, making stops in 10 Colorado host cities known for their cycling culture and history.
Lexus will provide an unprecedented 125 cars for the caravan, including the all-new 2015 NX 200t, a luxury compact crossover featuring Lexus’ first 2.0-litre four-cylinder gasoline turbo engine, versatile capabilities and intuitive technology. Through the Lexus Drive to the Finish, the NX 200t will lead the cyclists out of the start city each day.
As an added incentive for the 2014 Pro Challenge, and one of the biggest prizes ever awarded in a US professional cycling race, the overall winner will be given a three-year lease to a CT 200h through the Lexus Champion Giveaway.
“Lexus is one of the biggest luxury car brands in the world, and the play they are making in the cycling space really shows their support of the sport overall,” said Shawn Hunter, CEO of the Pro Challenge. “The company’s activations at the Pro Challenge this year far exceed anything we have seen in the past, with engaging elements for fans and even something for the riders. Lexus will be a key part of the race for the next two years and hopefully for many more to come.”
In addition to being the presenting partner for the Stage 6 Individual Time Trial in Vail, Colorado, Lexus will entitle the Sprint Jersey. The coveted jersey is awarded to the rider that accumulates the most bonus points, which are given based on sprint line performances as well as finishing the stage in the top 15 places. Cyclists who specialize in bursts of power and speed or consistently finish near the top of each stage will have the best chance to wear this respected green jersey.
As part of the partnership, Lexus will have a consumer-engaging footprint within the Finish Festival, an interactive, free-to-the-public event located at the finish of each stage of the race. The Lexus space will feature a number of interesting elements including displays that will allow guests to get real-time updates on the Pro Challenge, as well as additional information on race participants.
Fans also can participate in the Ultimate Poll to share their pick of favourite teams, cyclists, host cities and Lexus vehicles for the chance to win a VIP hospitality pass for the 2015 race.
The Lexus space also will highlight the Lexus F SPORT Performance Bike, an LFA-inspired carbon fibre road bike. One hundred F SPORT bicycles were built last year to ‘demonstrate the shared characteristics between Lexus and cycling, such as efficiency, design elegance and performance-minded materials.’
The bike frame uses the same carbon fibre material Lexus developed for the LFA supercar, while the paintwork is polished to LFA standards. ‘Each bike received quality reviews akin to the super-fastidious LFA-inspection process.’
Additionally, through a partnership with Bicycle Colorado, which encourages and promotes cycling, Lexus will offer spectators bike valet service, providing convenience and ease at each stage finish for fans.
Referred to as ‘America’s Race’, the annual USA Pro Challenge is one of the largest cycling events in US history and the largest spectator event in the history of the state of Colorado. The USA Pro Challenge continues to set records in professional cycling by taking the riders to unprecedented elevations. Featuring a challenging course, the fourth annual race will spotlight the best of the best in professional cycling and some of America’s most beautiful scenery.
www.USAProChallenge.com
www.lexus.com
