Later Versions
Several car manufacturers referenced the Balance ad in subsequent commercials. In separate instances, Nissan and BMW mentioned the champagne glasses test in their ads. The Nissan ads, designed for the debut of the Nissan Altima in 1993, duplicated the Lexus displays of champagne glasses and ball bearings. Nissan then stacked champagne glasses on the hood of its less-expensive Altima, showing a similar level of precision. The BMW ads mocked the champagne glasses test as an unnecessary indicator of performance. In the late 1990s, Lexus added advertisements that focused on fun and entertainment, in addition to engineering precision. The earlier ads were seen as a highly rational appeal. In 2006, Lexus referenced Balance with a new ad for the fourth-generation Lexus LS 460. Titled Pyramid, the ad depicted a driver parking a car between two stacks of champagne glasses using the Advanced Parking Guidance System, a new Lexus automatic parking feature.
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“The assumption must be that those who can see value only in tradition, or versions of it, deny man’s ability to adapt to changing circumstances.”
—Stephen Bayley (b. 1951)