Lots of rules these days from brands that have very little market share. Lexus started out with rules that are no longer required, such as advertising guidelines, that Cadillac and Lincoln still hold dealers to.
Heeding a call to action from President Akio Toyoda, Toyota marketers are leveraging an eight-year Olympic sponsorship deal and its first global campaign to lay out its vision of mobility for the world.
Many of the devices and mobility concepts the company is highlighting addresses the challenges of personal mobility, including for the elderly, those recovering from an accident, or the permanently disabled.
Lexus is readying a crossover concept that it's calling a new "flagship," perhaps mimicking a move with its car lineup where it created the new LC flagship coupe priced above $100,000. The concept will debut at the 2018 Detroit auto show next month.