In 1989, a Japanese car company set out to reinvent itself. It had a reputation for building cost-effective, reliable, middle-class cars, but it wanted more: It wanted to reinvent itself. So what did they do? They gave themselves a face-lift. A new brand, a new image, and a whole new line of beautiful products. People raved about the new luxury car that was Lexus. The technology never changed though… just the appearance.

That’s the power of image. It’s not just a pretty picture…
it’s your whole identity.

So… Are you ready for your upgrade?

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