For years now, Lexus has stared enviously at Mercedes-Benz, hoping to emulate its success. Tired of second fiddle, is ‘the gentleman’ flinging his values on the fire?
Last year, a former Browns Lane insider described the advent of the 1989 Lexus LS 400 to me as being “chilling in every respect”. One can be equally sure that in Munich, Ingolstadt and Stuttgart-Untertürkheim, the intake of breath was no less sharp and the expletives no less lurid. That Lexus subsequently failed to achieve global cut-through over the intervening decades remains a matter for historians and academics to pick over, because the auguries at the time suggested Toyota would annihilate the opposition. Continue reading “Sexing-Up Lexus”