Lexus Turns 20: Toyota's premium brand has achieved all its goals, while redefining luxury

摘要

IT'S DIFFICULT TO IMAGINE A MOTORING world without Lexus. But when Toyota Motor Corp. launched its premium brand in the U.S. on Sept. 1, 1989, most industry watchers were skeptical Lexus could compete with the Germans, the uncrowned kings of luxury, or the sales-leading Americans. "I remember reading comments made by the likes of Eberhard von Kuenheim (managing director) from BMW (AG) back then," says Joe Phillippi, president-AutoTrends Consulting in Short Hills, NJ. "He regarded (Lexus) a mere poseur in the marketplace. He basically sniffed and said, 'They have no heritage.' A lot of people sort of considered them overreaching."