• Business
• Japan
• October 3, 2007

Brand Lexus

Rewind to 1980 and the idea of a Japanese luxury car brand would have been unthinkable. Today, Toyota’s Lexus division has become a dominant force in the US luxury market and wants to do the same in Europe. Monocle’s Editor-in-chief reckons they need to start exploiting their Japanese roots to make this happen.

• Editor Aleksander Solum

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