After thirty years Lexus is ready for its next huge challenge

The Lexus brand was born of an obsession to make the best car in the world. It’s as simple as that. Toyota founder Eiji Toyoda issued the challenge back in 1983: to create a new premium sedan that would go head-to-head with the best from BMW and Mercedes-Benz. Hiding under the initial code name of Circle F – which eventually became F1 or Flagship One – Lexus began working on their first car, the LS sedan. Interestingly enough, it was around the same time fellow Japanese carmakers Honda and Nissan were also working on their respective luxury arms, Acura and Infiniti.

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