The Start of Lexus: God, Guts, Grief & Glory

This story, told from inside Toyota through the eyes of one of its key American executives, is not just about engineering a car. It’s about building something world-class from the ground up with no roadmap—only a belief that it could be done. It’s about the risks taken, the egos managed, the obstacles faced, and the moments when quitting would’ve been easier than continuing. This is not the polished version of corporate history you’ll find in a brand museum. It’s the unfiltered story of setbacks, soul- searching, internal resistance, and ultimately, the grit required to launch what would become the Lexus brand.Whether you’re a leader, builder, dreamer, or just someone who’s been told “it can’t be done,” I believe this story has something to teach you. The lessons here reach well beyond the auto industry. They’re about vision, courage, and the often unglamorous grind of leading something new into the world. Read more