In the six years before the Lexus brand debuted, Toyota spent nearly $1 billion on something called ‘Circle F’ or Project F1 — also known as ‘Flagship 1.’ Over 900 experimental engines were produced, and 450 individual vehicles made it to the prototype stage during that time, but only two cars made it to market: the Lexus ES 250,  and the LS 400. Lexus needed to come to market with a car that could compete with established luxury brands
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