concept cars

CONCEPT CAR

Le concept car Lexus offrono idee intriganti per il nostro futuro orientamento progettuale.

main menu lexus brand

INNOVAZIONE
NEL DESIGN

Questa sezione ritrae il profilo dei nostri design concept e modelli più sorprendenti.

hybrid cars

HVETTURE IBRIDE

Vi sono molti tipi di auto ibride che hanno tutte una cosa.

lexus service

SERVIZI
SERVICEANGEBOT

Trova il centro assistenza Lexus o il concessionario Lexus più vicino semplicemente accedendo al servizio.

used cars

VETTURE USATE

Il programma “Usato garantito Lexus approvato” dei concessionari nazionali Lexus.

TORNA AGLI ARTICOLI

THE LAUNCH

25 2

IN A BOLD FIRST MOVE, LEXUS TOOK THE GAME DIRECTLY TO ITS COMPETITORS’ HOME TURF

The moment the first Lexus was officially unveiled to the global press, in the spring of 1989, was one the company’s directors knew they had only one chance to get right. First impressions count, after all.

And so, in a strategic move that also sent a clear message to the brand’s European competitors, it was neither in Japan nor in the United States that Lexus made its debut. Instead, on a mild morning in May, the sleek curves and understated design of the LS 400 were finally revealed to a throng of reporters on the lawns of the company’s offices in none other than Cologne, Germany – home turf of some of its fiercest competitors.

READ THE FULL ARTICLE