^ I have great sympathy for you opinion Chris ......but the long history of Mercedes is still only a perception when it comes to the final product.

Toyota is an outstanding manufacturer too ...the quality of its products is well recognized ....even if the materials are generally not as pleasant or durable as in a Mercedes -- but this is where Lexus comes in.

Lexus is not entirely without culture. Sure, it is a relatively new brandname ...but it has the long (and respected) history of Toyota behind it (founded in 1937).

I agree, it is difficult to get excited about the history of Toyota ....and maybe that is the big point (you already suggested it earlier) ....it is about passion.

Having said all this, I don't think it is all about history. The auto industry is much like any other. Brands don't have to be many decades old to have prestige -- is Dolce & Gabanna any less prestigious than Prada because it is 72 years younger? -- I don't think so.

It all comes back to marketing. Mercedes use their long history as part of their marketing ....they know that Lexus cannot match them on this. It is an effective point of difference that gives a sense of credibility and substance -- but it is still an illusion. Mercedes is not the same company it was 20 years ago ...let alone a century ago.