The Birth of Luxury: Lexus' Audacious Challenge to the Automotive Elite
In the 1980s, Toyota, known for reliable but unexciting cars, embarked on an ambitious secret project codenamed "Circle F." Their goal was to create a luxury brand that could compete with established European and American manufacturers. This project led to the creation of the first Lexus LS 400 in 1989. The car was a technological marvel, offering superior quality, performance, and value compared to its competitors. It featured innovations like a silent cabin, smooth engine, and exceptional build quality.
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I love this book since I have always loved Japanese cars, and Lexus was a brand that I aimed to get when I grew up. It is nice to see the history behind their success.
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