In South Africa, the Lexus has to compete with German luxury cars that boast decades of history and marketing. We need to create our own Lexus history in a market that knows little of this brand and assumes that it is an expensive Toyota. The development of the first Lexus in the mid-eighties is where the legend lies. The Japanese engineers involved were obsessive and fastidious, and by recounting this attention to detail through true stories dramatized with graceful simplicity, we hope to synonymise quality and fine engineering with the brand, creating a history and building trust.