This makes all the sense in the world given Akio Toyoda’s ambition to make Lexus a genuine global rival to the German lux-meisters. Whisper is the new Lexus will be positioned to compete with the Mercedes SLK, BMW Z4, and entry-level Porsche Boxster.
“When we have a design screening, my role is to simply talk with the right side of the brain,” Toyoda said. “There are already enough people at Toyota who use the left side of the brain. You need to be able to say, ‘Wow! I want that!’”