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THE LAUNCH

25 2

IN A BOLD FIRST MOVE, LEXUS TOOK THE GAME DIRECTLY TO ITS COMPETITORS’ HOME TURF

The moment the first Lexus was officially unveiled to the global press, in the spring of 1989, was one the company’s directors knew they had only one chance to get right. First impressions count, after all.

And so, in a strategic move that also sent a clear message to the brand’s European competitors, it was neither in Japan nor in the United States that Lexus made its debut. Instead, on a mild morning in May, the sleek curves and understated design of the LS 400 were finally revealed to a throng of reporters on the lawns of the company’s offices in none other than Cologne, Germany – home turf of some of its fiercest competitors.

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