Lexus has partnered with author Malcolm Gladwell on Go and See, a six-part podcast examining the brand:
The podcast series follows Gladwell as he travels to the luxury brand’s headquarters in Japan, explores a top-secret racetrack, and shadows engineers and executives. All while gaining firsthand exposure to how the brand takes learning from research on human behavior and processes that have set the brand apart.
Each episode dives deep into unique elements of the luxury automaker’s identity, from how a Japanese tea ceremony influenced the engineering of a car window; to the musical composition of a coupe’s engine and the emotions it elicits.
The press release has a funny quote from Gladwell:
“I once had a Lexus sports car and loved it. But after I gave it up, I didn’t really give them much more thought,” said Gladwell. “In Japan, I saw firsthand just how much thought and cultural know-how and expertise goes into the final product.”