Toyota already had a amazing acceptability in the US for architecture cars that consistently started, lasted forever, and were accessible in the wallet at the ammunition pump.
The aggregation could accept ashore with that archetype forever, but it thought: What if we accompany the “Toyota Way” to the affluence market?
The affluence bazaar itself was abundantly an apparatus of Reagan years; before, American artlessly traded their way up to the bigger automobiles fabricated by Lincoln and Cadillac. But the Germans — BMW and Mercedes — adapted from actuality about affection and achievement to actuality about amusing status.
Enter Lexus, Toyota’s accomplishment at application its vaunted accomplishment accomplishment to attempt with Mercedes. It was a huge risk. But it paid off. The Lexus LS400 was so acceptable that it about anon created a top-tier of US affluence brands that consisted of Mercedes, BMW, and Toyota’s new authority marque.
Honda’s Acura was absolutely the aboriginal Japanese carmaker to booty the attempt in 1986, and Infiniti followed with Acura. But Lexus accomplished the gold accepted in 1989 — and in the action saw Toyota hit its US peak.
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