#28 – Announcing Lexus

On August 24, 1987, Toyota announced a new luxury car division to be called Lexus. Bob McCurry, Toyota Motor Sales, USA Senior Vice President, revealed that the new luxury car division would be a completely separate franchise from Toyota, have...

#29 – The NFL Rule

The Toyota legal department insisted that everything about Lexus needed to be separate from Toyota. This meant a separate headquarters building, separate field force offices, a different advertising agency, a different dealer agreement, a new...

#33 – The Lexus Logo

There was no turning back. Lexus was the name, and we needed a brand logo. Toyota had never had a logo on the grilles of its vehicles, such as the Chevrolet bow tie or the Ford blue oval. Convincing Toyota in Japan that Lexus needed a logo and...

#35 – Finding Dealers

The Lexus dealer roll out was divided into three waves. Wave 1 consisted of 101 dealers in the major markets to open by September of 1989. Wave 2 consisted of 44 dealers and wave 3 would have 50 in smaller markets. The two later waves would...

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