[VenomRush]

Originally Posted by indesign

The issue is that Toyota USA has created brands to fit the images they want to portray (Lexus, Toyota, Scion). It's all about demographics, not about the enthusiasts. Younger drivers would likely think that Toyota would be too boring of a brand to drive, whereas folks with thicker wallets would think it's cheap to be seen in a Toyota, hence the partitioning of Toyota into Lexus and Scion brands. The average consumer doesn't really care about heritage, it's all about the image and branding; and that's what the American society is all about nowadays. Brand and Image.

very well put