2019 Lexus Es 350 F-sport Altering Perceptions

- Sony Thomas

In the few years following the launch of the game-changing LS 400 in 1989, Lexus created for itself an image of being the purveyor of some of the world’s most comfortable and reliable cars. As significant as this image was, it also made it difficult for the Japanese brand to be seen as an alternative to performance-oriented cars made by many of its German and American rivals. It was stuck with the perception of a brand that creates products that are built for people who don’t particularly care for cars. However, under the stewardship of Akio Toyoda, president of parent company Toyota Motor Co., Lexus has been making genuine efforts to distance itself from this image. Determined to “never see the words, ‘boring’ and ‘Lexus’ used in the same sentence ever again,” Toyoda has spearheaded a revolution that has seen the LC Coupe and the flagship LS saloon bring a dash of excitement and dynamism into its cars.