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Lexus promotes reading as part of premium lifestyle brand push

Toyota Motor's premium arm Lexus kicked off the 2017 L-Reading China project on Wednesday with the Economic Observer newspaper. The program, which is in its third year, advocates reading and this year is seeking the most beautiful bookstores in China. Koichi Ueda, vice-president of Lexus China, said with the unveiling of the company's new slogan - "experience amazing" - Lexus is increasingly representing a premium lifestyle. He said he hopes that reading will become a bridge that connects the brand with its customers' spiritual world.

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