24/07/2017
Lexus has done well to create a reputation for itself of sumptuous luxury and unparalleled build quality. Unfortunately, these qualities typically often attracted old people, which became a big problem for the company's youth appeal. Lexus buyers were stereotypically older, and the brand wanted to do something to convince people that it could also be as cool as its German rivals in Bavaria. The letter "F" was chosen for a new performance brand because of its use during the launch of the brand's first ever flagship car back in 1989.
http://www.carbuzz.com/news/2017/7/23/These-Are-Our-Five-Favorite-Lexus-Models-With-The-Performance-F-Badge-7740250/
