Premium brands don’t just sell products; they also sell stories. This is true for consumer electronics companies. Apple sells the mystique of Steve Jobs and the mantra, “Think Different.” It’s just as true for car brands. A Toyota Camry is a well-built commuter car. A Lexus ES, on the other hand, is crafted to the painstaking standards of a brand dedicated to perfection. Similar cars, much different stories. Call it mythos. Call it marketing B.S. The story is as much a part of the luxury-car experience as leather seats.