Still Its North Star

The Lexus Covenant continues to guide the brand, one amazing customer interaction at a time

October 08, 2019
Signature Moment -- Lexus dealers sign a Lexus Covenant on display at the recent Lexus National Dealer Meeting, recommitting to the mission statement that has guided the luxury brand since its earliest beginnings.

Before Lexus built a vehicle, it crafted a covenant. But unlike most corporate mission statements, these carefully selected words really do continue to guide every step the brand takes — as evidenced by its commitment to surprising and delighting the people it encounters along the way.
Here’s the latest version of the covenant, updated from the original that was written prior to Lexus’ launch in 1989:
The Lexus Covenant
Lexus competes in the luxury automotive industry, the most prestigious race in the world. Lexus history and experience, gained over more than two decades, has culminated in the creation of our automobiles, the finest ever built.
Lexus will win the race because:
Lexus will do it right from the start.
Lexus will have the finest dealer network in the industry.
Lexus will treat each customer as we would a guest in our home.
If you think you can’t, you won’t.
If you think you can, you will.
We can, we will.

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