Even before the C-19 pandemic swept away all previously held norms and nostrums, the motor industry had been undergoing something of a shakedown on a number of levels. Old orders were either tumbling or at the very least teetering on less than solid foundations, as customers voted, as they are prone to do, with their credit scores. Amid those sectors experiencing that unmistakable sensation of cold steel upon the nape of their necks was the upmarket-brand, rear-wheel-drive close-coupled sportive saloon.
In 1998, Lexus took on BMW at its core discipline. How did that go?
In 1998 the Lexus brand had only reached its ninth birthday. Up until then it had two cars on sale in the Euromarket, the LS400 saloon and the GS300. With the LS200, Lexus extended its range into BMW 3-series territory. Was it a Good Thing? While consistency can be a bit tedious in the arts, in business it is generally a positive attribute. In some ways, Lexus had consistency nailed down. All their cars have been screwed together by black-belt, Olympic level robots and technicians.
The LS400 itself had already become a legend for quality. Intended to be the world’s best car until the next one came along, a case can be made that it is still the world’s best car when all measurable parameters have been balanced. In a more shallow way, Lexus did not manage consistency, not the kind valued by people who value consistency for its own sake and are utterly unwilling to Continue reading “Could Tiresias Have Foreseen This?”