Lexus

Ask a car person to name the world's greatest luxury brands. They will say Rolls-Royce. Bentley. Maybach. Then they will pause and remember something. A Japanese company no one saw coming changed the rules forever. In 1983, Toyota chairman Eiji Toyoda gathered his board and asked a question that sounded almost arrogant. Can we build the world's best car? Not a good car. Not a competitive car. The best car in the world . Toyoda was not a man given to fantasy. He had spent his life building practical vehicles for ordinary people. But he understood something that the Germans and British had forgotten. Luxury was not about heritage anymore. It was about perfection . The project was code-named F1. Flagship One . Toyota poured everything into it. Sixty designers. Twenty-four engineering teams. Fourte... More