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To Woo Wealthy, Lexus Attempts Image Makeover

For years, Toyota Motor Corp.'s Lexus division pitched its cars as the practical alternative to European luxury brands like BMW and Mercedes. And over time, the Lexus brand came to be known as kind of expensive, always respectable -- and a little boring.

"Lexus cars are made to be luxurious and forgettable," says Ryan Wilsey, a 29-year-old Boston resident who works in venture capital. Formerly an owner of a Porsche Boxster, Mr. Wilsey's dream cars are a BMW M3 coupe or a Ferrari.

Now, with Toyota's sales hitting new records, it craves a makeover for Lexus. It wants to become ...

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