Lexus wants you to know it’s the hottest automobile brand around. So, it created a red-and-green, hotter-than-hell Sriracha version of its new Lexus IS sports sedan.
The vehicle was produced and was on display at the Los Angeles Auto Show. Sadly, you won’t actually be able to buy the Sriracha IS as it Lexus made only one.
The spicy car has a Sriracha-injected steering wheel; temperature settings that go from Cool to Sriracha; a special Sriracha paint job, Sriracha Red offset with flecks of chili-like flakes; green accents including the spindle grille outline and hand-stitching on the seats; and even a key fob with an “emergency chili button” that dispenses Sriracha from a nozzle and the trunk is stocked with 43 bottles of Sriracha for emergencies.
“The new Lexus IS is so hot, we decided to make it Sriracha hot, with all the custom details every Sriracha fan will appreciate,” says Brian Smith, Lexus vice president of marketing.
“I feel so humbled to see my Lexus and Sriracha friends’ love for my hot sauce,” adds David Tran, CEO and founder of Sriracha maker Huy Fong Foods. “The Lexus Sriracha IS is really the perfect mix for a ‘hot’ and ‘spicy car’—just the way I like it.”
Lexus agency Team One dreamed up the idea and helped to execute it.