A few years ago, I had an epiphany on a Saturday morning while attending the mega Cars and Coffee in Irvine, California—an event that grew so large that it eventually had to be shut down. After perusing literally hundreds of vehicles, everything from daily-driven enthusiast fare to the latest supercars, with a car-guy friend of mine who at the time worked for Toyota, we both realized that there wasn’t a single Toyota or Lexus. This would seem to be a problem for those brands.
Toyota president Akio Toyoda wasn’t there, but he would agree with that assessment, as he’s on record stating that the long-term success for the Toyota and Lexus brands requires going beyond smooth, quiet, and comfortable A-to-B transportation. The company as a whole needs aspirational vehicles that inspire passion and cast a shadow of excellence over the two brands. In fact, Toyoda-san has made it his personal mission to prevent the word “boring” from coexisting ever again in a sentence with “Lexus.” If the new LC, which stands for Luxury Coupe, is an indicator of things to come, we’d say he’s well on his way to succeeding.
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