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When I tell Brian Bolain, marketing manager for Toyota’s Lexus luxury brand, that the new, radically-styled Lexus NX and Lexus RX utes are the most polarizing vehicles I have driven, he beams.

“Lexus is no longer just a rational brand,” he likes to say of its emotional “L-Finesse” styling.

Irrational? Emotional? Lexus? Those words once never appeared in the same sentence together, much less the same page. Introduced to the U.S. market in 1989,



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Lexus Claims It Is Now An Emotional Brand - What Feelings Stir Inside Of You When You Hear The Name?

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