Lexus Serves Up a Marketing Ace With Tennis-Inspired Ball Machine
The Japanese luxury carmaker has found a novel way to link its brand with a sport steeped in elegance—and this time, the four wheels stay out of the picture. Instead, Lexus has unveiled the “Signature Shot,” a tennis ball machine designed to mimic the stroke styles of professional players.
At its core, it is still a ball launcher, but dressed up with a cosmetic polish and software twist. Lexus claims it can reproduce the techniques of stars such as Paula Badosa or Alfie Hewett, the latter serving as brand ambassador and demonstrating the device by having it replicate his own 150 km/h Wimbledon serve.
Technically, the foundation is less glamorous than the press release suggests: the system is built on an industrial drill mechanism, paired with custom programming. Using databases, video analysis, and statistical models, it can mimic the spin, angles, and trajectories of famous shots. In reality, it is a creative spin on a market long dominated by conventional ball machines—only this time stamped with a Lexus badge and styled with cues borrowed from the LF-ZC concept car.
For Lexus, the Signature Shot is a piece of a broader strategy. As the official automotive partner of the ATP Tour, the brand intends to send the machine on a global circuit throughout the upcoming season, giving fans the chance to return “historic” shots firsthand. Call it a marketing volley—served with plenty of topspin.
