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On March 28, a video was unveiled on Lexus’ official YouTube channel, showcasing a concept called Genetic Select. This initiative appears to be a collaboration with the DNA testing firm 23 and Me.
In the video, Lexus illustrates how it intends to leverage genetic sequencing technology in car production. Participants in the program are required to submit a saliva sample at their dealership. Within 48 hours, a customized Lexus designed to meet their preferences will be delivered to their home.
The initiative would include unique features like a “left-handed steering wheel that rotates 360 degrees,” a “genetically tailored new-car fragrance,” and enlarged cup holders for those who may have a caffeine inclination. Additionally, Genetic Select eliminates the need for pricey key fobs; to start the vehicle, the driver simply needs to lick a metal plate located on the steering wheel.
Ultimately, Lexus reveals that the entire concept is a parody. Genetic Select is not a real offering, and the most far-fetched aspect is the notion of delivering a custom vehicle in just 48 hours. The advertising agency behind this project has painted a rather unsettling picture of the future. As it stands, various entities—including the government, marketers, insurance firms, and car manufacturers—are continuously gathering data from internet users. This reality has become evident following recent controversies involving Facebook. Essentially, the only data that remains elusive is our DNA—an integral part of our identities.
While it may seem like an inconsequential joke for now, it wouldn’t be surprising if Porsche adopts a similar approach to promote luxury features at a hefty price.
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