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Brand Lexus: Turning up the J-factor

October 4th, 2007

Episode 33 of 603 episodes

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.