How was the Lexus brand born, the secret project of Toyota in the 80s? It was in 1989 that the project was unveiled at the Detroit Auto Show.
In the early 1980s, Japanese carmakers were determined to conquer the world, and in particular the United States, then the world’s largest car market. In 1983, Eiji Toyoda, the president of Toyota, challenged his company to build “a car better than the best car in the world“. He was very ambitious and many in the automotive industry thought the idea was fantastic, because without experience in the international luxury car market, how could he hope to reach or even surpass the performance of the established leaders in the sector?
A secret project
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Featured photo : © Lexus
Hélène CougotPassionnée depuis son plus jeune âge par l’art et la mode, Hélène s’oriente vers une école de stylisme, l’Atelier Chardon-Savard à Paris, avec une option Communication. Afin d’ajouter des cordes à son arc, elle décide de compléter sa formation par un MBA en Management du Luxe et Marketing Expérientiel à l’Institut Supérieur de Gestion à Paris dont elle sort diplômée en 2020. Elle a notamment écrit des articles lifestyle et beauté pour le magazine Do it in Paris et se spécialise en rédaction d’articles concernant le luxe, l’art et la mode au sein du magazine Luxus Plus.********** [EN] Passionate about art and fashion from a young age, Hélène went to a fashion design school, Atelier Chardon-Savard in Paris, with a Communication option. In order to add more strings to her bow, she decided to complete her education with an MBA in Luxury Management and Experiential Marketing at the Institut Supérieur de Gestion in Paris from which she graduated in 2020. She has written lifestyle and beauty articles for Do it in Paris magazine and specializes in writing articles about luxury, art and fashion for Luxus Plus magazine.
