Under this brand, luxury cars are produced by the company Toyota Motor Corporation. Initially, they focused on the US market, which to this day is the main focus. The idea of expanding the “luxury” market share originated with the management Toyota back in the early 80s. Work began in 1983. However, the Japanese were well aware that their cars are perceived in the West as exceptionally practical and reliable, but not at all as the most prestigious. So the creation of a new brand was the most optimal solution.
In an atmosphere of the deepest secrecy, the so-called "Project F1" (from the abbreviation "Flagship No. 1" — "Flagship No. 1"). Under it, an exceptionally prestigious rear-wheel drive car was developed, capable of competing in its class with American and European models.
The most original thing is that at that time other Japanese companies began to act in the same direction: Honda in 1986 launches Acura, Nissan born in 1989 Infiniti. Tried to keep up with them Mazdaworking on brands Amati for USA and Xedos for Europe, which were supposed to be launched in 1993 (for a number of reasons this never happened).
The result of the efforts of engineers Toyota in July 1985, the Lexus LS 400 appeared. For several years, it was “running in” on the roads of Europe and America. Mistakes were an unacceptable luxury and the model passed the most severe tests, being finalized and improved. It was presented to the general public only a few years later - on January 2, 1988. At the same time, the new brand itself was introduced with its own logo. The famous agency was involved in the promotion and development of it Saatchi & Saatchi. According to popular legend, the word Lexus — это видоизмененное латинское слово luxury ("luxury, splendor"). According to another, equally reliable information, the brand name was born from the combination of the words luxury и elegance. Total, from the side Toyota several thousand people were involved and about a billion dollars were spent.
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| Lexus LS10 |
Sales of the Lexus LS 400 began in September 1989. Outwardly, this car looked much more like its European or American counterparts than a “Japanese”. It was originally developed this way, for obvious reasons. Initially, sales brought only disappointment. They walked rather sluggishly, and technical problems could not be avoided - about 8 thousand already sold cars had to be recalled due to defects in the electrical wiring. But the bad start did not ruin the new brand. In 1989, 16 thousand cars were sold. This model "did not reach" in terms of level to the same Mercedes, but it was more affordable and had excellent handling.
Subsequently, other models followed, more or less successful. Some of them have received quite prestigious awards. But the most important thing is that the brand has become respected and has achieved recognition. To date, the company's lineup is already represented by several models, including an SUV. Many half-jokingly-half-seriously call Lexus "Japanese Mercedes". These cars are sold almost everywhere. And since 2005, they are also available in the domestic Japanese market.
The headquarters of division is in the city of Toyota, Aichi district, Japan (Toyota, Aichi, Japan).
