LS600h L's SNOUT
Toyota, as Honda did with Acura and Nissan did (though perhaps not as well as they'd hoped) with Infiniti, created a history of feelings and a very definite 'emotion' for their all-new Lexus models. All the Japanese companies starting-up a 'second-channel' in the US created this "provenance" for their all-new products even, seemingly, before any of them ever went into production. There used to be a saying known worldwide; when speaking with someone about any product, say a watch or even a shoe, if someone began their statement with, "It's the Cadillac of ...", you knew they were talking about the best in its product class. Toyota, over only the past few years, and with a very simple and plain logo for Lexus, has managed to have millions of people worldwide substituting the name "Lexus" for "Cadillac". But let's all keep our bearings and sense of humor on this topic. A good friend of mine, an artist at that, had only one thing to say when she first saw the Lexus logo. "It looks," she said, "like a nose".