THE LEXUS COVENENT

At the heart of every intricately crafted Lexus is the company's fervent belief in serving the driver by creating "finest vehicles ever built"

In 1987, two years before Lexus's official unveiling, Dave Illingworth called his assistant into his office and told him to take notes. In a speech that would set out the brand's values and collective identity for decades to come, Illingworth, Lexus's US-based general manager at launch, ann­ounced without affectation that Lexus vehicles "will be the finest cars ever built." He knew the company's task was monumental - "BMW, Mercedes and Jaguar have spent decades building an image of prestige," he once noted - but remained confident. "If you think you can't, you won't," he said. "If you think you can, you will."" And so they did.