How Lexus Turned its First Loss into its Biggest Win
May 27, 2019 · 3 min read
In the last quarter of 1989 Toyota found itself in an awkward situation. The company had just launched its Lexus line, debuting the LS400 model that September. By December, 8,000 cars had been sold and it seemed that Toyota actually had a chance to penetrate the United States’s luxury car market. Everything was going well until two drivers of LS400s reported a minor issue with their cruise control. Lexus could have waited for more problems to come forward, but because the luxurious line was in its infancy, Lexus made a bold move and voluntarily recalled all 8,000…
