The luxury car market was dominated by German manufacturers like Mercedes-Benz and BMW, but Toyota was determined to make a change. In the early 1980s, the company’s president and CEO, Yukiyasu Togo, envisioned a line of luxury cars that would challenge the status quo. This ambitious goal led to the creation of Lexus, a brand that would eventually revolutionize the industry.
“The idea of a luxury car was born in 1983, and we were determined to make it a reality.”
The story of Lexus began with the LS 400, the first luxury car designed and built by Toyota. The project, code-named Circle F, was a top-secret initiative that brought together over 4,000 workers and 400 prototypes. The LS 400 was the result of four years of tireless work, with over 2.7 million test miles covering the roads of Japan. The LS 400 was initially intended to carry the Toyota nameplate, but after careful consideration, the company decided to create a new brand identity. Thus, Lexus was born, and the LS 400 made its debut at the 1989 Detroit Auto Show. The response was overwhelming, with 16,000 units sold in the US just four months after its launch.
- By 1991, Lexus had become the leading luxury import brand in the US, surpassing both Mercedes-Benz and BMW.
- By 1998, Lexus had outsold domestic brands like Lincoln and Cadillac, cementing its position as a major player in the luxury car market.
- Today, Lexus is part of the Toyota Motor Corporation and is distributed in at least 90 countries.
The success of Lexus can be attributed to its commitment to quality, design, and value. The brand has consistently delivered exceptional vehicles that meet the demands of discerning customers. From the elegant and bold exterior to the fantastic build quality and excellent value, Lexus cars have made a lasting impression on the market.
| Lexus Models | Manufactured in Japan | Manufactured in the US |
|---|---|---|
| LS 400 | Yes | No |
| LC 500 | No | No |
| LBX | No | No |
| ES Hybrid | Yes | No |
| NX | Yes | No |
One of the most significant advantages of Lexus is its commitment to quality and reliability. The brand has consistently received high marks in reliability surveys, earning it a reputation as one of the most reliable luxury car brands in the world. “The key to our success is our focus on quality and reliability,” said Yukiyasu Togo, the founder of Lexus.
In addition to its commitment to quality, Lexus has also made significant investments in research and development. The brand has developed several innovative technologies, including its hybrid powertrain, which has helped to reduce emissions and improve fuel efficiency. “We’re committed to creating vehicles that not only meet but exceed our customers’ expectations,” said Yukiyasu Togo.
Today, Lexus is a global brand with a presence in over 90 countries. The brand has grown significantly since its inception in the 1980s, and it continues to innovate and expand its product lineup. With its commitment to quality, design, and value, Lexus is well-positioned to remain a major player in the luxury car market for years to come.