This article is part of the July 2022 WARC Spotlight US series, “Consumers drive automotive toward change.” Read more
Thirty-five years ago, in 1987, Japanese auto maker Toyota launched a luxury car brand in America that it believed could take on the G3 – Germany’s top luxury automakers, Audi, BMW and Mercedes-Benz. As a challenger brand, Lexus’ task was momentous. It needed to establish credibility against brands that had a deep history and heritage, and a very loyal customer base. Many doubted Lexus’ ability to succeed. But the brand had a clear focus – to create the finest...