*In the mid-1980s, the design team responsible for Toyota’s secret luxury concept holed up in a luxury beachfront home in Laguna Beach, California, and lived the affluent lifestyle in Los Angeles for months to better understand upscale buyers. The experience proved invaluable in the ability of Lexus to instantly topple Mercedes-Benz and BMW models in Car and Driver reviews. I will tell the full story in Chapter 3 from the perspective of how constraints drive creativity and innovation.
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