Home Altro Varie THE MARKET REVOLUTION: THE LEXUS RX, THE WORLD’S FIRST LUXURY CROSSOVER

THE MARKET REVOLUTION: THE LEXUS RX, THE WORLD’S FIRST LUXURY CROSSOVER

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Popular tastes ebb and flow in all things. For everything from music and fashions to food and holiday destinations, interest and desirability will wane over time as people seek new ideas and experiences.

Just the same trends affect the motor industry, and in the early 1990s the love affair between motorists and large-scale SUVs was showing signs of coming to an end. Sales figures for the premium market showed people moving back to more conventional choices such as sedans and wagons.

Lexus had already made its mark as a disruptor in the #auto business when it arrived on the scene in 1989. Now it saw another opportunity to challenge the status quo and bring something completely new to the market.

The foundations were laid for the #rx, a #lexus model that has consistently delivered success and innovation. Not only did the #rx create a new market segment, it also went on to become the first luxury market vehicle to feature a self-charging hybrid electric powertrain.