I read something very interesting in Motorcyclist magazine (7/2004)
Second best example, LEXUS is the only Japan brand that is successfully to be equal social status of BMW, BENZ
**from the article, it tells the reason......
the reason of LEXUS to be successful is because since day one, the staff and managment of the LEXUS team never thinks of themselve as TOYOTA or Japanese. They only think of themselves as LEXUS, and they mean to make high quality sedans.
...but other Japanese brands, the management failed to do this, because they keep comparing among themselves....
and then when they have a Lexus, they always compare with Benz and BMWs.... and when they compare with other Japan cars, like Nissan, the Lexus always stand out of the crown and it is so obviously, that Lexus is no longer about Japan, in technology and in craftmanship.
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LEXUS is an independent develop team from Toyota (althought owned by Toyota) the staff in LEUXS actually can be tracked back to right after WWII
the Japanese have alot of immigrant living in Europe. it took them alot of time, and finally by the 3generations, the Euro-japanese finally have engineers who work in major Euro cooperation. one of them is Mercede Benz.
and they study alot about the Mercede Benz cars, because that's very high standard in body structure. in other words, it takes Toyota 50years to learn those car body technology. (not even Honda or Nissan can be as quiet as Lexus cars)
***and yes, the LEXUS is sold under Toyota brand in Japan, but Toyota will change this in 2005, LEXUS will be LEXUS only in 2005. and there will not be an equal model under Toyota brand.
it takes Toyota so many years to make this decision because of the different culture in Japan. and Toyota does not want Lexus to end up like Acura and Eunos and Inifiniti.....so it wants the brand to be really strong in oversea before moving it back to Japan.