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Home > Films — Business > Brand Lexus: Turning up the J-factor
Podcast: Films — Business
Episode:

Brand Lexus: Turning up the J-factor
Category: Business
Duration: 00:04:56
Publish Date: 2007-10-04 03:00:00
Description: Rewind to 1980 and the idea of a Japanese luxury car brand would have been unthinkable. Today, Toyota's Lexus division has become a dominant force in the US luxury market and wants to do the same in Europe. Monocle's Editor in chief reckons they need to start exploiting their Japanese roots to make this happen.
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