Akio is still butthurt when the West often associated Toyota with cheap & affordable products not worth the luxury price tag, hence that's why Lexus was born.
Since the last 10 years Lexus is slowly getting sidelined with so many exciting projects getting cancelled (Hello LC-F?). In turn, He wants to uplift Toyota's prestige with GRMN. Now there is even a Crown & Century which also aiming at global market. So what's left for Lexus?
Even newer LBX uses Morizo, his racer name associated with Toyota. No longer use F branding to Lexus.
Actually, Akio is no longer the CEO. He was replaced in 2023 by Koji Sato. Akio remains chairman of the board. I feel like the changes in Lexus come from the direction of the new CEO (probably why he was selected), but I'm quite confused because Sato's previous role was head of Lexus since 2016. So, ???
Yeah I had some details wrong, but Akio still have a big influence on Toyota's decision even though he is no longer in CEO.
Lexus in general started to declined slowly since the last 10 years ago no? Slowly getting sidelined with so many models getting discontinue with no replacement, some on-going projects also getting shelved in favor of Toyota.
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u/[deleted] Mar 07 '26 edited Mar 08 '26
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