Fast Cars

Wondering why Lexus has such a great brand?

Consider the experiences of Lexus. In 1990, just after Lexus frst introduced its line of luxury cars in the United States, the company realized that it had two minor problems with its LS400 line that required a recall. This situation was, by any measure, an awkward one. Lexus had decide, from the beginning, to build its reputation around quality workmanship and reliability. And now, within little more than a year of the brand’s launch, the company was being forced to admit to problems with its flagship. So Lexus decided to make a special effort. Most recalls are handled by making an announcement to the press and mailing a notification letter to owners. Lexus, instead, call each owner individually on the telephone the day the recall was announced. When the owners picked up their cars at the dealership after the work was completed, each car had been washed and the tank filled with gas. If an owner lived more than a hundred miles from a dealership, the dealer sent a mechanic to his or her home. In one instance, a technician flew from Los Angeles to Anchorage to make the necessary repairs.

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