Oh, what will those luxury car makers think of next?

According to a story found in USA Today, later this year Lexus vehicles, produced by Toyota, will be delivered with a system including the capability for voice messages sent directly from the automaker to its drivers — affectionately known as Lexus Insider.

The service will reportedly enable Lexus to send audio messages to owners willing to participate on whatever subject they choose, including the top tips on how to best utilize your dream car’s features or even suggestions for a scenic drive since the system will be able to hone its messages depending on vehicle type and even zip code.

In the USA Today article, Jon Bucci, vice president of Toyota’s U.S. advanced technology unit, reportedly said, “We’re not going to barrage customers with marketing messages.”

Well, we’ll see about that.

Consumers are already engulfed with marketing messages on all fronts, including traditional advertising, telemarketing calls, and even cross-sell/upsell opportunities in which individuals reach out to a contact center with a product or service-related issue.

A car — seen as one of the last vestiges of escape for many — seems like the last place most would want to randomly hear messages about the latest and greatest Lexus has to offer.

Since Lexus Insider has not been installed into any new cars as of yet, we must give it some time before we pass final judgment. For starters, an important plus to this program is that it is reportedly only for those who authorize it. That’s a great first step, allowing the customer — well, the driver — the choice of how he would like to be serviced.

The trouble may begin for those who do elect to have this feature in several ways:

• a “talking car” seems cool … let’s add the feature in even if we don’t know what it truly entails;
• it can help you pick out the best scenic routes to impress your significant other;
• it can enable you to best utilize your hazard lights and other safety features after you lose control and find yourself in a ditch after swerving to avoid a squirrel … to impress your significant other; and
• you may have only wanted Lexus Insider for one specific purpose but then never utilize it again.

Undoubtedly Lexus will have some work to do in fine-tuning just how often it will send unsolicited messages to its drivers. Time will tell if this feature may hit critical mass and eventually trickle down to non-luxury cars.

What do you think about this? Is it another sneaky ploy to cram in some marketing messages, or is it the next avenue — pun slightly intended — of marketing?