Category: Quantum Leaps

By on January 3, 2022

Jo Borras/Toyota

When Toyota first entered the high-end American luxury market with the Legendary Lexus LS400 and ES250 in 1989, it wasn’t a forgone conclusion that it would succeed. Automotive buff books of the era wrote articles questioning whether or not the yuppies would be willing to trade in their BMWs and Mercedes for a Japanese luxury car. Some even questioned whether the Japanese could be trusted to build a V8 at all, such was the xenophobic belief that a V8 luxury sedan was inherently a Teutonic thing.

A few decades on, it’s obvious that Lexus could compete successfully against BMW and Mercedes – but Toyota approached the market cautiously with its first cars, nibbling away at the S class and, later, the 190E and 3 series markets. What if it hadn’t? What if, instead of going down, Lexus had had the stones to go up? In today’s episode, our Automotive Sam Beckett travels back in time to convince Toyota that the V12 powered Century would make the perfect flagship for Lexus, and bring a vulnerable Mercedes-Benz to its knees.

Read More >

Recent Comments

  • dal20402: The styling has been incredibly hit or miss. The Telluride and Palisade were hits, the K5 and Sonata pretty...
  • SCE to AUX: That explains why H/K’s sales drop off in the winter.
  • Astigmatism: It’s obviously double the quality. They pass the savings on to you!
  • stuki: Crossovers not sucking, is a symptom of speed limits being too low. Nothing more, nothing less. Lower speed...
  • stuki: When where you drive requires lots of speed changes: The combination of a rather slow shifting transmission,...

New Car Research

Get a Free Dealer Quote

Who We Are

  • Adam Tonge
  • Bozi Tatarevic
  • Corey Lewis
  • Jo Borras
  • Mark Baruth
  • Ronnie Schreiber