I have vague memories of the first time I heard the word “Lexus.” I wondered if a new car brand created by Toyota and given a funny name could actually compete with established juggernauts.
We all know how that turned out. Today Lexus is one the top-selling luxury brands in America and has established itself as a benchmark toward which other automakers strive.
It’s been 26 years since the birth of Lexus and now another new luxury nameplate will launch. Genesis, a brand to be launched by Hyundai, brings some of the same questions today that were asked of Lexus almost three decades ago: Can a mass-market automaker create a luxury brand able to successfully compete with the established companies?