Engaging ride on desirability curve Toyota takes on the badge conscious with an incremental approach, offering a little more than the rivals.
BESIDE the German luxury giants, Lexus is still a minnow.
With 360,000 vehicles sold in its last financial year, Toyota's premium badge attracts fewer than half the buyers who opt for an Audi – and only about one-third the number who buy a Mercedes-Benz or BMW.
What's more, success for Lexus has been concentrated in North America, where the Europeans had weak roots and the indigenous luxury badges – Cadillac and Lincoln – had been allowed to whither. On their home turf, the Europeans are hard to beat.
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