![]() ![]() Within a day he received a call from the Lexus USA headquarters asking if he was okay. With his IS 250 crushed, Meade made a video of the damage and uploaded it to YouTube. Those plans changed in a blink of an eye one afternoon. Meade planned to step up to an IS 350 as soon as he could, to the point of doubling up his car payments in order to have his ride paid off as soon as possible. The IS Series has always been of interest to US buyers and, for California resident Steve Meade, when his IS 250 got slammed from behind while sitting at a stop light, he knew right away what he'd be buying next. Competing in the luxury arena is always a bit of an uphill battle and one that Toyota chose knowing full well the Lexus brand would have to go beyond consumers' expectations in order to establish the lineup on American soil. Every manufacturer strives to craft a following of enthusiasts of a certain sort: people who are well-enough off to be able to afford its vehicles, thus ensuring the company's continued success. ![]() Brand loyalty is a coveted asset in the automotive marketplace. ![]()
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May 2023
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