The folks at Lexus (and parent Toyota) seem to be making it a requirement to use the word, “passion” whenever possible. It certainly has been a hallmark of comments made by CEO Akio Toyoda in recent months, especially when he has turned the topic to the maker’s high-line Lexus brand.
According to the grandson of Toyota Motor Co.’s founder, the goal is to dial up the emotional factor for a marque that has tended to be staid and solid but decidedly not passionate in its first two decades. We got a hint of the more expressive Lexus with the recent launch of the 2013 GS sedan. (Click Here for more on the Lexus GS.)(more…)