Toyota introducing Lexus in home Japan market to boost brand
By Yuri Kageyama
TOKYO - Toyota is bringing back home to Japan its Lexus luxury brand, which has marked big success in the United States, with 150 dealers opening nationwide by the end of the year, the Japanese automaker said Thursday.
Toyota Motor Corp. is eager to strengthen its image by promoting the Lexus in Japan, where it's still largely unknown and most luxury car buyers still prefer European brands like BMW and Mercedes Benz.
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