[Luxus+ Magazine] A short history of luxury: Lexus, or Toyota’s secret project

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


Click here to read the full article on Luxus Plus Magazine.


Featured photo : ©  Lexus


Picture of Hélène Cougot
Hélène Cougot
Passionate about art and fashion, Hélène went to a fashion design school: the Atelier Chardon-Savard. She then completed her training with an MBA in Marketing at ISG. She has written for the magazine Do it in Paris and specializes in writing articles about luxury, art and fashion for Luxus +.

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