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

[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.

See Also
Spa Cinq Mondes La Samaritaine Paris

 

Featured photo : ©  Lexus

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