Lexus has partnered up with men’s wheelchair tennis star, Alfie Hewett OBE, to unveil its new Signature Shot tennis ball machine in a campaign that combines tennis with high-performance engineering. 

The campaign brings to life the brand's commitment to  high-performance engineering by showing the way in which it can elevate a sport like tennis. The new machine uses data and analysis to recreate famous tennis shots and features some of Lexus’s signature design elements.

The Signature Shot will simulate match-winning shots of top-ranking tennis pros Alfie Hewett OBE and Katie Boulter. 

Built on a professional-grade drill machine, the tech draws on extensive performance data, video analysis and comprehensive statistics, all validated by professional tennis players to emulate the angles, trajectories, and spin of each player's most iconic shots.

The machine has a sleek design inspired by the brand’s LF-ZC all-electric concept car with an aerodynamic exterior. The Signature Shot machine aims to demonstrate Lexus’ commitment to precision engineering and its shift towards software-defined vehicles, where a car’s key features are controlled and enhanced by software.

The machine launches alongside a campaign video which sees Hewett face his own iconic 2024 Wimbledon-winning shot. It outlines the machine's capabilities, drawing on the combined excellence of both humans and AI to create a unique experience that pushes the best to be even better. 

The campaign invites tennis fans to experience the power and precision of Hewett’s shot, alongside one of Britain’s top women players and Lexus ambassador, Katie Boulter. The experience gives audiences a new way to experience automotive excellence via athletics. 

"At Lexus, our commitment to creating amazing experiences is at the core of everything we do. Through our valued partnerships with the ATP Tour and LTA, we wanted to bring fans closer to the game, allowing them to feel the same performance and accuracy that defines both professional tennis and the Lexus brand," explains Chris Hayes, Director of Lexus in the UK.

The campaign follows on from Lexus’ history-making stunt that saw tennis stars Jamie Murray and Laura Robson play the longest rally on top of moving Lexus NX cars. PR for the campaign was handled by Hope and Glory.

The brand is Platinum Partner and Official Automotive Partner of the ATP Tour and Official Automotive Partner of the LTA, alongside its partnership with Sky Tennis. Lexus is a sponsor of 12 ATP tournaments across Europe in the 2025 season including the prestigious ATP 1000 Rolex Paris Masters in October and the Nitto ATP Finals.

Combining automotive and sporting excellence, Lexus is able to showcase its ethos to audiences in new and exciting ways.