The Ten Commandments of Being a 21st Century Premium Luxury Auto Brand

On the 7th day the Lord did two things. He rested and he thought up his Ten Commandments that every luxury automaker now must follow because in order to truly rest the most powerful being in the Universe knew he would need a stretch Maybach with individual massage chairs, custom champagne glasses and a built in cooler.

Lexus Is Still Pursuing Perfection

Thumbnail image for 2011-Lexus-LFA.jpg Since introducing the LS400 and ES250 at the Detroit and Los Angeles auto shows in 1989, Lexus has adhered to its famous tag line, “The Relentless Pursuit of Perfection.” That pursuit gave Mercedes and Cadillac a rude awakening, and it has led to an array of excellent products. It’s interesting to consider all Lexus has become.

Before Lexus, Toyota’s flagship was the Cressida sedan — a car that would be completely out-classed by today’s Camry. The idea that Toyota would rival the mighty Mercedes-Benz for prestige luxury seemed like a joke, but people didn’t laugh long: the $35,000 LS400 earned a reputation as one of the finest cars in the world with near-perfect durability – a Mercedes S-Class at half the price. The ES250 was a well-appointed mid-size competitor to the Cadillac Seville, Acura Legend, and Mercedes 190E. Lexus service was (and is) beyond compare, earning heaps of awards and schooling rivals.

2010 Cadillac Escalade ESV Platinum

So well established as the ultimate SUV, Escalade is the only Cadillac with a non-ambiguously-lettered nomenclature. It summarily displaced Range Rover as the preferred over-luxuriated truck for Hollywood stars, corporate elite, and anybody else wishing to drive a capable and stylish wagon. Well into its second generation, minor complaints about the Escalade’s interior trim quality are slashed with one word: Platinum. It is Cadillac to the MAX.

2009 Lincoln MKS

The New Face of Lincoln by Joe LaMuraglia Lincoln used to be known for what we called “land yachts”. You know, those massive Continentals from the ’60s and 70s that floated down the road with little road feel and slightly…