Lexus asked itself, how do you make a hot car spicy? Put Sriracha in it. With the help of Team One, they turned to founder and CEO of Huy Fong Foods, David Tran, and asked if he wanted to collaborate. He said yes, and so the spicy car was born.
“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.
“I feel so humbled to see my Lexus and Sriracha friends’ love for my hot sauce,” said David Tran, CEO and founder of Huy Fong Foods. “The Lexus Sriracha IS is really the perfect mix for a ‘hot’ and ‘spicy car’ – just the way I like it.”
To bring the concept to life, Lexus commissioned the elite crew at West Coast Customs. Lexus also created a light-hearted video for fans to enjoy. “Sriracha In Everything” highlights the vehicle’s custom details and how Sriracha makes everything hotter.
The special features of Sriracha IS:
Lexus 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.
A Sriracha-like liquid was cast in resin, then formed into a Lexus steering wheel, complete with a warning for “Hot Handling.”
The settings for the seat warmers and AC/heating system have been upgraded to go from cool to Sriracha hot.
Sriracha mode tunes the powertrain for faster gear changes and more dynamic throttle mapping.
Plush leather seats are hand-embroidered with the Huy Fong rooster logo, the Sriracha IS logo and green accents.
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.
Touches of green are a signature element of official Huy Fong Foods products. Bottle-cap green details throughout the car include:
Spindle grille outline
Interior cabin mood lighting
Chrome side view mirror accents
Hand-stitching on the seats
The trunk is stocked with 43 bottles of Sriracha for emergency condiment situations.
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:
A hot car deserves a hot driving jacket. For this collaboration, 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.
Some cars require driving gloves. The handling on the Sriracha IS is so hot, custom oven mitts are necessary.
Chief Creative Officer: Chris Graves
Executive Creative Director: Alastair Green
Associate Creative Director: Amanda Abrams
Associate Creative Director: Ryan DiDonato
Digital Art Director: Adam Bright
Copywriter: Eric Jorgensen
Photographer: Matt Hartz
Producer: Kerry Ko
Art Producer: Katie Buntsma
Group Account Director: Joel Dons
Management Supervisor: Trina Sethi
Assistant Account Executive: Mike Mattoon
Associate Media Director: Scott Thornton
Associate Media Director: Elaine Evangelista
Media Supervisor: Melissa Lam
Media Planner: Sherie Hodges
Media Planner: Rachel Bensimon
Program Manager: Jamie Lau
Project Manager: Laura Schluckebier
Associate Project Manager: Chadwick Daniel
Post Production: Team One Multimedia (TOM)
Car Customization: West Coast Customs