All this involved creating not only the best car ever but also something new, a psychological experience rooted in reality. Toyota wanted to create for the buyers of this new car the best overall ownership experience ever. To establish that ultimate experience, Toyota decided to sell Lexus in a completely separate setting from its main line of vehicles. Lexus was to have its own state-of-the-art dealerships and top-notch dealers who were committed to the philosophy of treating customers as they had never been treated before. This was called the Lexus Covenant, which reads, in part, “Lexus will do it right from the start. Lexus will have the finest dealer network in the industry.