is the
luxury vehicle
A luxury car is a car that provides increased levels of comfort, equipment, amenities, quality, performance, and associated status compared to moderately priced cars.
The term is subjective and reflects both the qualities of the car and the ...
division of the Japanese automaker
Toyota
is a Japanese multinational automotive manufacturer headquartered in Toyota City, Aichi, Japan. It was founded by Kiichiro Toyoda and incorporated on . Toyota is one of the largest automobile manufacturers in the world, producing about 10 ...
. The Lexus
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
is marketed in more than 90 countries and territories worldwide
and is Japan's largest-selling make of premium cars. It has ranked among the 10 largest Japanese global brands in market value.
Lexus is headquartered in
Nagoya
is the largest city in the Chūbu region, the fourth-most populous city and third most populous urban area in Japan, with a population of 2.3million in 2020. Located on the Pacific coast in central Honshu, it is the capital and the most pop ...
, Japan. Operational centers are located in
Brussels
Brussels (french: Bruxelles or ; nl, Brussel ), officially the Brussels-Capital Region (All text and all but one graphic show the English name as Brussels-Capital Region.) (french: link=no, Région de Bruxelles-Capitale; nl, link=no, Bruss ...
, Belgium, and
Plano, Texas
Plano ( ) is a city in Collin County, Texas, Collin County and Denton County, Texas, United States. It had a population of 285,494 at the 2020 United States census, 2020 census. It is a principal city of the Dallas–Fort Worth metroplex.
Hist ...
, United States.
Created at around the same time as Japanese rivals
Honda
is a Japanese public multinational conglomerate manufacturer of automobiles, motorcycles, and power equipment, headquartered in Minato, Tokyo, Japan.
Honda has been the world's largest motorcycle manufacturer since 1959, reaching a product ...
and
Nissan
, trade name, trading as Nissan Motor Corporation and often shortened to Nissan, is a Japanese multinational corporation, multinational Automotive industry, automobile manufacturer headquartered in Nishi-ku, Yokohama, Japan. The company sells ...
created their
Acura
Acura is the luxury vehicle, luxury and performance division of Japanese automaker Honda, based primarily in North America. The brand was launched in the United States and Canada on March 27, 1986, marketing luxury and performance automobiles. It ...
and
Infiniti
is the luxury vehicle division of the Japanese automaker Nissan. Infiniti officially started selling vehicles on November 8, 1989, in North America. The marketing network for Infiniti-branded vehicles included dealers in over 50 countries in ...
luxury divisions respectively, Lexus originated from a corporate project to develop a new premium sedan,
code-name
A code name, call sign or cryptonym is a code word or name used, sometimes clandestinely, to refer to another name, word, project, or person. Code names are often used for military purposes, or in espionage. They may also be used in industrial c ...
d F1, which began in 1983 and culminated in the launch of the
Lexus LS
The is a full-size luxury sedan (F-segment in Europe) serving as the flagship model of Lexus, the luxury division of Toyota. For the first four generations, all LS models featured V8 engines and were predominantly rear-wheel-drive. In the fourt ...
in 1989. Subsequently, the division added
sedan,
coupé
A coupe or coupé (, ) is a passenger car with a sloping or truncated rear roofline and two doors.
The term ''coupé'' was first applied to horse-drawn carriages for two passengers without rear-facing seats. It comes from the French past parti ...
,
convertible
A convertible or cabriolet () is a passenger car that can be driven with or without a roof in place. The methods of retracting and storing the roof vary among eras and manufacturers.
A convertible car's design allows an open-air driving expe ...
and
SUV
A sport utility vehicle (SUV) is a car classification that combines elements of road-going passenger cars with features from off-road vehicles, such as raised ground clearance and four-wheel drive.
There is no commonly agreed-upon definitio ...
models. Lexus did not exist as a brand in its home market until 2005, and all vehicles marketed internationally as Lexus from 1989 to 2005 were released in Japan under the Toyota marque and an equivalent model name. In 2005, a
hybrid
Hybrid may refer to:
Science
* Hybrid (biology), an offspring resulting from cross-breeding
** Hybrid grape, grape varieties produced by cross-breeding two ''Vitis'' species
** Hybridity, the property of a hybrid plant which is a union of two dif ...
version of the
RX crossover debuted and additional hybrid models later joined the division's lineup. Lexus launched its own
F marque performance division in 2007 with the debut of the
IS F
In linguistics, a copula (plural: copulas or copulae; abbreviated ) is a word or phrase that links the subject of a sentence to a subject complement, such as the word ''is'' in the sentence "The sky is blue" or the phrase ''was not being'' i ...
sport sedan, followed by the
LFA supercar in 2009.
Lexus vehicles are largely produced in Japan, with manufacturing centered in the
Chūbu and
Kyūshū
is the third-largest island of Japan's five main islands and the most southerly of the four largest islands ( i.e. excluding Okinawa). In the past, it has been known as , and . The historical regional name referred to Kyushu and its surround ...
regions, and in particular at Toyota's
Tahara,
Aichi
is a prefecture of Japan located in the Chūbu region of Honshū. Aichi Prefecture has a population of 7,552,873 () and a geographic area of with a population density of . Aichi Prefecture borders Mie Prefecture to the west, Gifu Prefectu ...
, Chūbu and
Miyata
Miyata is a Japanese manufacturer of bicycles, The company has been in operation since 1890. Miyata was also one of the first producers of motorcycles in Japan under the name Asahi. The Asahi AA was the first mass-produced motorcycle in Japa ...
,
Fukuoka
is the sixth-largest city in Japan, the second-largest port city after Yokohama, and the capital city of Fukuoka Prefecture, Japan. The city is built along the shores of Hakata Bay, and has been a center of international commerce since ancie ...
, Kyūshū plants. Assembly of the first Lexus produced outside the country, the Canadian-built RX 330, began in 2003. Following a corporate reorganization from 2001 to 2005, Lexus began operating its own
design
A design is a plan or specification for the construction of an object or system or for the implementation of an activity or process or the result of that plan or specification in the form of a prototype, product, or process. The verb ''to design'' ...
,
engineering
Engineering is the use of scientific method, scientific principles to design and build machines, structures, and other items, including bridges, tunnels, roads, vehicles, and buildings. The discipline of engineering encompasses a broad rang ...
and manufacturing centers.
Since the 2000s, Lexus has increased sales outside its largest market, the United States. The division inaugurated
dealerships
A car dealership, or car dealer, is a business that sells new or used cars, at the retail level, based on a dealership contract with an automaker or its sales subsidiary. Car dealerships also often sell spare parts and automotive maintena ...
in the
Japanese domestic market
Japanese domestic market (JDM) refers to Japan's home market for vehicles and vehicle parts.
There is a common misconception that any Japanese branded car is JDM; however, this is not true. Only a vehicle made in Japan specifically to be sold i ...
in 2005, becoming the first Japanese premium car marque to launch in its
country of origin
Country of origin (CO) represents the sovereign state, country or countries of manufacture, production, design, or brand origin where an merchandise, article or product comes from. For multinational brands, CO may include multiple countries wit ...
.
[ The brand has since debuted in Southeast Asia, Latin America, Europe and other regions, and has introduced ]hybrid
Hybrid may refer to:
Science
* Hybrid (biology), an offspring resulting from cross-breeding
** Hybrid grape, grape varieties produced by cross-breeding two ''Vitis'' species
** Hybridity, the property of a hybrid plant which is a union of two dif ...
vehicles in many markets.
History
1980s: The F1 project
The Lexus brand was created around the same time as Japanese rivals Nissan and Honda developed their Infiniti and Acura premium brands. The Japanese government imposed voluntary export restraints
A voluntary export restraint (VER) or voluntary export restriction is a measure by which the government or an industry in the importing country arranges with the government or the competing industry in the exporting country for a restriction on t ...
for the U.S. market, so it was more profitable for Japanese automakers to export more expensive cars to the U.S.
In 1983, Toyota chairman Eiji Toyoda
was a Japanese industrialist. He was largely responsible for bringing Toyota Motor Corporation to profitability and worldwide prominence during his tenure as president and later, as chairman. He was succeeded as the president of Toyota by Shoi ...
issued a challenge to build the world's best car. The project, code-named F1 (“Flagship One”) developed the Lexus LS 400 to expand Toyota's product line in the premium segment. The F1 project followed the Toyota Supra
is a sports car and grand tourer manufactured by the Toyota Motor Corporation beginning in 1978. The name "supra" is derived from the Latin prefix, meaning "above", "to surpass" or "go beyond".
The initial four generations of the Supra were pr ...
sports car and the premium Toyota Mark II
The is a compact, later mid-size sedan manufactured and marketed in Japan by Toyota between 1968 and 2004. Prior to 1972, the model was marketed as the Toyota Corona Mark II. In some export markets, Toyota marketed the vehicle as the Toyota Cres ...
models. Both the Supra and Mark II were rear-wheel drive
Rear-wheel drive (RWD) is a form of engine and transmission layout used in motor vehicles, in which the engine drives the rear wheels only. Until the late 20th century, rear-wheel drive was the most common configuration for cars.
Most rear-wheel ...
cars with a powerful 7M-GE or 7M-GTE inline-six engine. The largest sedan Toyota built at the time was the limited-production, 1960s-vintage Toyota Century
The is a limousine produced mainly for the Japanese market, serving as Toyota's flagship car within Japan; globally the unrelated Lexus LS series is Toyota's flagship luxury model. Production of the Century began in 1967, and the model received ...
, a domestic, hand-built limousine, and V8-powered model,[ followed by the inline-six-engined ]Toyota Crown
The is an automobile which has been produced by Toyota in Japan since 1955. It is primarily a line of mid-size luxury cars that is marketed as an upmarket offering in the Toyota lineup.
Introduced in 1955 as the Toyopet Crown, it has served ...
premium sedan. The Century was conservatively styled for the Japanese market and along with the Crown not slated for export after a restyle in 1982.[ The F1 designers targeted their new sedan at international markets and began development on a new V8 engine.][
Japanese manufacturers exported more expensive models in the 1980s due to ]voluntary export restraints
A voluntary export restraint (VER) or voluntary export restriction is a measure by which the government or an industry in the importing country arranges with the government or the competing industry in the exporting country for a restriction on t ...
negotiated by the Japanese government and U.S. trade representatives that restricted mainstream car sales. In 1986, Honda
is a Japanese public multinational conglomerate manufacturer of automobiles, motorcycles, and power equipment, headquartered in Minato, Tokyo, Japan.
Honda has been the world's largest motorcycle manufacturer since 1959, reaching a product ...
launched its Acura
Acura is the luxury vehicle, luxury and performance division of Japanese automaker Honda, based primarily in North America. The brand was launched in the United States and Canada on March 27, 1986, marketing luxury and performance automobiles. It ...
marque in the U.S., influencing Toyota's plans for a luxury division. The initial Acura model was an export version of the Honda Legend
:''Sections of this article are translated from Japanese Wikipedia''.
The Honda Legend is a series of V6-engined executive cars/mid-size luxury sedans produced by Honda since 1985 which currently serves as its flagship vehicle. It is larger tha ...
, itself launched in Japan in 1985 as a rival to the Toyota Crown, Nissan Cedric
The is a large automobile produced by Nissan since 1960. It was developed to provide upscale transportation, competing with the Prince Skyline and Gloria which were later merged into the Nissan family. In later years, the Nissan Skyline was posi ...
/Gloria
Gloria may refer to:
Arts and entertainment Music Christian liturgy and music
* Gloria in excelsis Deo, the Greater Doxology, a hymn of praise
* Gloria Patri, the Lesser Doxology, a short hymn of praise
** Gloria (Handel)
** Gloria (Jenkins) ...
and Mazda Luce
The Mazda Luce is an executive car that was produced by Mazda in Japan from 1966 until 1991. It was widely exported as the Mazda 929 from 1973 to 1991 as Mazda's largest sedan. Later generations were installed with luxury items and interiors as th ...
. In 1987, Nissan
, trade name, trading as Nissan Motor Corporation and often shortened to Nissan, is a Japanese multinational corporation, multinational Automotive industry, automobile manufacturer headquartered in Nishi-ku, Yokohama, Japan. The company sells ...
unveiled its plans for a premium brand, Infiniti
is the luxury vehicle division of the Japanese automaker Nissan. Infiniti officially started selling vehicles on November 8, 1989, in North America. The marketing network for Infiniti-branded vehicles included dealers in over 50 countries in ...
, and revised its Nissan President
The is a Japanese luxury sedan that manufactured and marketed by Nissan from 1965 to 2010 as a JDM luxury sedan, the flagship of Nissan's range, marketed at its ''Nissan Motor Store'' dealerships.
Initially marketed in the JDM, in the late ...
sedan in standard wheelbase form for export as the Infiniti Q45
The Infiniti Q45 is a full-size luxury sedan manufactured and marketed by Nissan's Infiniti brand for model years 1989-2006, over three generations.
The first generation Q45 (1989–1999) was based on the Nissan President; the second generation ...
, which it launched in 1990. Mazda
, commonly referred to as simply Mazda, is a Japanese multinational automotive manufacturer headquartered in Fuchū, Hiroshima, Japan.
In 2015, Mazda produced 1.5 million vehicles for global sales, the majority of which (nearly one m ...
began selling the Luce as the Mazda 929
The Mazda 929 is a full-size car which was sold by the Japanese automobile manufacturer Mazda between 1973 and 1997. Mazda used the 929 nameplate for export markets only, badge engineering its Luce model until 1991 and then transferring the name ...
in North America in 1988 and later began plans to develop an upscale marque to be called Amati
Amati (, ) is the last name of a family of Italian violin makers who lived at Cremona from about 1538 to 1740. Their importance is considered equal to those of the Bergonzi, Guarneri, and Stradivari families. Today, violins created by Nicolò A ...
, but its plans did not come to fruition.[
Toyota researchers visited the U.S. in May 1985 to conduct ]focus group
A focus group is a group interview involving a small number of demographically similar people or participants who have other common traits/experiences. Their reactions to specific researcher/evaluator-posed questions are studied. Focus groups are ...
s and market research
Market research is an organized effort to gather information about target markets and customers: know about them, starting with who they are. It is an important component of business strategy and a major factor in maintaining competitiveness. Mark ...
on luxury consumers. During that time, several F1 designers rented a home in Laguna Beach, California
Laguna Beach (; ''Laguna'', Spanish language, Spanish for "Lagoon") is a seaside resort city located in southern Orange County, California, in the United States. It is known for its mild year-round climate, scenic coves, environmental preservat ...
, to observe the lifestyles and tastes of American upper class
The American upper class is a social group within the United States consisting of people who have the highest social rank, primarily due to economic wealth. The American upper class is distinguished from the rest of the population due to the fa ...
consumers.[ Meanwhile, F1 engineering teams conducted prototype testing on locations ranging from the German ]autobahn
The (; German plural ) is the federal controlled-access highway system in Germany. The official German term is (abbreviated ''BAB''), which translates as 'federal motorway'. The literal meaning of the word is 'Federal Auto(mobile) Track'. ...
to U.S. roads. Toyota's market research concluded that a separate brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
and sales channel were needed to present its new sedan, and plans were made to develop a new network of dealerships in the U.S. market.
Brand development
In 1986, Toyota's longtime advertising agency Saatchi & Saatchi
Saatchi & Saatchi is a British multinational communications and advertising agency network with 114 offices in 76 countries and over 6,500 staff. It was founded in 1970 and is currently headquartered in London. The parent company of the agency gr ...
formed a specialized unit, Team One
Team One is a comic book team from DC Comics/Wildstorm.
It was published as two separate but intertwined two-issue mini-series, each focusing on different members of the same team and showing events from their different perspectives. Team One: ...
, to handle marketing for the new brand.[ Image consulting firm ]Lippincott & Margulies
Lippincott is an American brand strategy and design company. Based in New York, it is part of the Oliver Wyman Group, a business unit of Marsh & McLennan Companies.
History
Lippincott was founded in 1943 as Dohner & Lippincott by Donald R. Dohn ...
was hired to develop a list of 219 prospective names; Vectre, Verone, Chaparel, Calibre and Alexis were chosen as top candidates. While Alexis quickly became the front runner, concerns were raised that the name applied to people more than cars (being associated with the Alexis Carrington
Alexis Carrington Colby (; formerly Dexter and Rowan) is a fictional character on the American TV series ''Dynasty''. She is the ex-wife of Blake Carrington ( John Forsythe) whose schemes cause one problem after another for him and their children ...
character on the popular 1980s prime time drama ''Dynasty'').[ As a result, the first letter was removed and the "i" replaced with a "u" to morph the name to Lexus.]
Theories of the etymology of the Lexus name have suggested it is the combination of the words "luxury" and "elegance," and that it is an acronym for "luxury exports to the U.S."[ According to Team One interviews, the brand name has no specific meaning and simply denotes a luxurious and technological image.][ Prior to the release of the first vehicles, database service ]LexisNexis
LexisNexis is a part of the RELX corporation that sells data analytics products and various databases that are accessed through online portals, including portals for computer-assisted legal research (CALR), newspaper search, and consumer informa ...
obtained a temporary injunction
An injunction is a legal and equitable remedy in the form of a special court order that compels a party to do or refrain from specific acts. ("The court of appeals ... has exclusive jurisdiction to enjoin, set aside, suspend (in whole or in pa ...
forbidding the name Lexus from being used because it might cause product confusion. The injunction threatened to delay the division's launch and marketing efforts.[ The U.S. appeals court lifted the injunction, deciding that there was little likelihood of confusion between the two products.][
The original Lexus slogan, developed after Team One representatives visited Lexus designers in Japan and noted an obsessive attention to detail, became "The Relentless Pursuit of Perfection." Three firms were involved in the final phase of logo development: Saatchi & Saatchi, Molly Designs and Hunter/Korobkin, Inc. The finished logo was a combination of two firms’ final designs: the Lexus logo typeface came from Saatchi & Saatchi and the “L” was Hunter/Korobkin, Inc.’s design. According to Toyota, the automaker made some refinements so the logo would be easier to manufacture, rendering it using a mathematical formula.][ The first teaser ads featuring the Lexus name and logo appeared at the Chicago, Los Angeles and New York auto shows in 1988.
]
Launch
The F1 project was completed in 1989, involving 60 designers, 24 engineering teams, 1,400 engineers, 2,300 technicians, 220 support workers, approximately 450 prototypes and more than $1 billion in costs. The resulting car, the Lexus LS 400, had a design that shared no major elements with previous Toyota vehicles, with a new 4.0 L V8 gasoline engine
A petrol engine (gasoline engine in American English) is an internal combustion engine designed to run on petrol (gasoline). Petrol engines can often be adapted to also run on fuels such as liquefied petroleum gas and ethanol blends (such as ''E ...
and rear-wheel drive
Rear-wheel drive (RWD) is a form of engine and transmission layout used in motor vehicles, in which the engine drives the rear wheels only. Until the late 20th century, rear-wheel drive was the most common configuration for cars.
Most rear-wheel ...
. The car debuted in January 1989 at the North American International Auto Show
The North American International Auto Show (NAIAS), also known as the Detroit Auto Show as of 2022 and prior to NAIAS, is an annual auto show held in Detroit, Michigan, U.S., at Huntington Place. The show was held in January from 1989 to 2019. ...
in Detroit[ and official sales of the vehicle began the following September at a network of 81 new Lexus dealerships in the U.S. The LS 400 was sold along with the smaller ES 250, a ]rebadged
In the automotive industry, rebadging is a form of market segmentation used by automobile manufacturers around the world. To allow for product differentiation without designing or engineering a new model or brand (at high cost or risk), a man ...
version of the Japanese market Toyota Camry Prominent/Toyota Vista.[ The launch of Lexus was accompanied by a multimillion-dollar advertising campaign.]
The LS 400 was praised for its quietness, well-appointed and ergonomic
Human factors and ergonomics (commonly referred to as human factors) is the application of psychological and physiological principles to the engineering and design of products, processes, and systems. Four primary goals of human factors learnin ...
interior, engine performance, build quality
Quality may refer to:
Concepts
*Quality (business), the ''non-inferiority'' or ''superiority'' of something
*Quality (philosophy), an attribute or a property
*Quality (physics), in response theory
*Energy quality, used in various science discipli ...
, aerodynamics
Aerodynamics, from grc, ἀήρ ''aero'' (air) + grc, δυναμική (dynamics), is the study of the motion of air, particularly when affected by a solid object, such as an airplane wing. It involves topics covered in the field of fluid dyn ...
, fuel economy and value. However, it was criticized by some automobile columnists for derivative styling and a suspension
Suspension or suspended may refer to:
Science and engineering
* Suspension (topology), in mathematics
* Suspension (dynamical systems), in mathematics
* Suspension of a ring, in mathematics
* Suspension (chemistry), small solid particles suspend ...
regarded as too compromising of handling for ride comfort. In some markets it was priced against mid-size, six-cylinder Mercedes-Benz
Mercedes-Benz (), commonly referred to as Mercedes and sometimes as Benz, is a German luxury and commercial vehicle automotive brand established in 1926. Mercedes-Benz AG (a Mercedes-Benz Group subsidiary established in 2019) is headquartere ...
and BMW models. It was rated by ''Car and Driver
''Car and Driver'' (''CD'' or ''C/D'') is an American automotive enthusiast magazine. In 2006 its total circulation was 1.23 million. It is owned by Hearst Magazines, who purchased prior owner Hachette Filipacchi Media U.S. in 2011. It was fou ...
'' magazine as better than the higher-priced Mercedes-Benz 420 SEL and BMW 735i in terms of ride, handling and performance. The LS 400 also won motoring awards from automotive publications including ''Automobile Magazine
''Automobile'' was an American automobile magazine published by the Motor Trend Group. A group of former employees of ''Car and Driver'' led by David E. Davis founded ''Automobile'' in 1986 with support from Rupert Murdoch's News Corporation, ...
'' and ''Wheels Magazine
''Wheels'' is an Australian automotive magazine owned by Are Media. The publication is well-renowned by Australian car enthusiasts. Its main competitor within the Australian car magazine market is ''Motor'', though ''Wheels'' and ''Motor'' ar ...
''. Lexus quickly established customer loyalty and its debut was generally regarded as a shock to existing luxury marques. BMW's and Mercedes-Benz's U.S. sales figures dropped 29 percent and 19 percent, respectively, with BMW executives accusing Lexus of dumping in that market, while 35 percent of Lexus buyers traded in a Lincoln or Cadillac.[
In December 1989, Lexus initiated a voluntary recall of all 8,000 LS 400s based upon two customer complaints over defective ]wiring
Electrical wiring is an electrical installation of cabling and associated devices such as switches, distribution boards, sockets, and light fittings in a structure.
Wiring is subject to safety standards for design and installation. Allowable ...
and an overheated brake light
The lighting system of a motor vehicle consists of lighting and signalling devices mounted to or integrated into the front, rear, sides, and in some cases the top of a motor vehicle. They illuminate the road ahead for the driver and increase t ...
.[ A 20-day operation to replace the parts on affected vehicles included technicians to pick up, repair and return cars to customers free of charge, and also flying personnel and renting garage space for owners in remote locations.][ This response was covered in media publications and helped establish the marque's early reputation for ]customer service
Customer service is the assistance and advice provided by a company to those people who buy or use its products or services. Each industry requires different levels of customer service, but in the end, the idea of a well-performed service is that ...
.
By the end of 1989, a total of 16,392 LS 400 and ES 250 sedans were sold in the four months following the U.S. launch. Although sales had begun at a slower pace than expected, the final tally matched the division's target of 16,000 units for that year. Following initial models, plans called for the addition of a sports coupe along with a redesigned ES sedan.[
]
1990s: Growth and expansion
In 1990, during its first full year of sales, Lexus sold 63,594 LS 400 and ES 250 sedans in the U.S., the majority being the LS model.[ That year, Lexus also began limited exports to the United Kingdom, Switzerland, Canada and Australia.][ In 1991, Lexus launched its first sports coupe, the SC 400, which shared the LS 400s V8 engine and rear-wheel drive design.][ This was followed by the second generation ES 300 sedan, which succeeded the ES 250 and became Lexus' top seller.] At the conclusion of 1991, Lexus had become the top-selling premium car import in the U.S., with sales reaching 71,206 vehicles.[ That year, Lexus ranked highest in ]J.D. Power and Associates
J.D. Power is an American consumer research, data, and analytics firm based in Troy, Michigan. The company was founded in 1968 by James David Power III. It conducts surveys of customer satisfaction, product quality, and buyer behavior for the aut ...
' studies on initial vehicle quality, customer satisfaction and sales satisfaction for the first time. The marque also began increasing U.S. model prices past those of comparable American premium makes, but still below high-end European models. By 1992, the LS 400's base price had risen 18 percent.
In 1993, Lexus launched the mid-size GS 300 sports sedan, based on the Toyota Aristo using the Toyota "S" platform from the Toyota Crown
The is an automobile which has been produced by Toyota in Japan since 1955. It is primarily a line of mid-size luxury cars that is marketed as an upmarket offering in the Toyota lineup.
Introduced in 1955 as the Toyopet Crown, it has served ...
, which had sold for two years prior in Japan.[ The GS 300 was priced below the LS 400 in the marque's lineup. That same year, Lexus became one of the first marques to debut a certified pre-owned program, with the aim of improving trade-in model values. The marque introduced the second generation LS 400 in 1994. In May 1995, sales were threatened by the U.S. government's proposal of 100 percent ]tariff
A tariff is a tax imposed by the government of a country or by a supranational union on imports or exports of goods. Besides being a source of revenue for the government, import duties can also be a form of regulation of foreign trade and poli ...
s on upscale Japanese cars in response to the widening U.S.-Japan trade deficit
The balance of trade, commercial balance, or net exports (sometimes symbolized as NX), is the difference between the monetary value of a nation's exports and imports over a certain time period. Sometimes a distinction is made between a balance ...
. SUVs were exempt from the proposed sanctions. Normal sales operations resumed by late 1995 when the Japanese auto manufacturers collectively agreed to greater American investments and the tariffs were not enacted.[
]
In 1996, Lexus debuted its first sport utility vehicle, the LX 450, followed by the third generation ES 300 sedan, and the second generation GS 300 and GS 400 sedans in 1997. The marque's plans for developing an SUV model had accelerated during the U.S.-Japan tariff discussions of 1995.[ Lexus added the first luxury-branded ]crossover SUV
A crossover, crossover SUV, or crossover utility vehicle (CUV) is a type of automobile with an increased ride height that is built on unibody chassis construction shared with passenger cars, as opposed to traditional sport utility vehicles (S ...
, the RX 300 in 1998. The RX crossover targeted suburban
A suburb (more broadly suburban area) is an area within a metropolitan area, which may include commercial and mixed-use, that is primarily a residential area. A suburb can exist either as part of a larger city/urban area or as a separate ...
buyers who desired an upmarket SUV but did not need the LX's off-road capability.[ It was particularly successful, eventually becoming the marque's top-selling model ahead of the ES sedan.] The same year, Lexus made its debut in South America's most populous country when it launched sales in Brazil. In 1999, the IS was introduced, an entry-level sport sedan. Lexus also recorded its 1 millionth vehicle sold in the U.S. market,[ being ranked as the top-selling premium car maker in the U.S. overall.][
]
2000s: Global reorganization
In July 2000, Lexus introduced the IS 300 in North America, following global launch in 1999 (as the IS 200) and the third generation LS 430. In 2001, the first convertible was introduced, as well as the SC 430 and a redesigned ES 300. The GX 470 mid-size SUV debuted in 2002, followed by the second generation RX 330 in 2003. The following year, Lexus recorded its 2 millionth U.S. vehicle sale, and the first luxury-branded production hybrid SUV, the RX 400h. This vehicle used Toyota's Hybrid Synergy Drive
Hybrid Synergy Drive (HSD), also known as Toyota Hybrid System II, is the brand name of Toyota Motor Corporation for the hybrid car drive train technology used in vehicles with the Toyota and Lexus marques. First introduced on the Prius, the tec ...
system that combined gasoline and electric motors.
In 2005, Lexus completed an organizational separation from parent company Toyota, with dedicated design, engineering, training, and manufacturing centers working exclusively for the division. This effort coincided with Lexus' launch in its home market of Japan and an expanded global launch of the brand in markets such as China.[ Executives aimed to increase Lexus sales outside of its largest market in the U.S.] To accompany this expansion, next generation Lexus vehicles were redesigned as "global models" for international release. In the European market, where Lexus had long faced struggling sales owing to low brand recognition, few dedicated dealerships, and 1990s import quota
An import quota is a type of trade restriction that sets a physical limit on the quantity of a good that can be imported into a country in a given period of time.
Quotas, like other trade restrictions, are typically used to benefit the producers o ...
s, the marque announced plans to introduce hybrid and diesel powertrains, increase the number of Lexus dealerships, and expand operations in emerging markets such as Russia.
Lexus' arrival in the Japanese market in July 2005 marked the first introduction of a Japanese premium car marque in the domestic market. New generation LS, IS, ES, GS, and RX models subsequently became available in Japan along with the SC 430, ending domestic sales of Toyota-branded models under the Celsior, Altezza, Windom, Aristo, Harrier, and Soarer nameplates, respectively. The Altezza and Aristo were previously exclusive to Japanese Toyota retail sales channels called Toyota Vista Store
Toyota vehicles in Japan are distributed to numerous dealership chains throughout the country. Up to May 2020, each dealership chain had a different product offering, with some models restricted to one chain to maintain exclusivity. Since May 2020, ...
, the Windom was exclusive to Toyota Corolla Store, the Celsior and Harrier were exclusive to Toyopet Store, and the Soarer was previously available at both Toyota Store and Toyopet Store locations.[ Lexus models sold in Japan featured higher specifications and a price premium compared with their discontinued Toyota counterparts.][ Sales for the first half-year were slower than expected,] affected by the contraction of the domestic auto market and price increases,[ but improved in subsequent months with an expanded lineup.]
Through the mid-2000s, Lexus experienced sales successes in South Korea and Taiwan, becoming the top-selling import make in both markets in 2005; the marque also sold well in the Middle East, where it ranked first or second among rivals in multiple countries,[ and in Australia, where Lexus reached third in luxury car sales in 2006. Division executives in 2006 announced an expansion goal from 68 countries to 76 worldwide by 2010.] By the end of the decade, this expansion resulted in official launches in Malaysia and South Africa in 2006, Indonesia in 2007, Chile in 2008, and the Philippines in 2009.[Mendoza, Al (2009-01-22). "Lexus unleashed in historic glory". ''Business Mirror.'' Retrieved on 2009-02-02.]
Hybrids and F models
In 2006, Lexus began sales of the GS 450h
The is an executive car sold by Lexus, the premium division of Toyota. The same car had been launched in 1991 as the Toyota Aristo in Japan. For non-Japanese markets, it was released as the Lexus GS in February 1993. It continued using the Toyot ...
, a V6 hybrid performance sedan, and launched the fourth generation LS line, comprising both standard- and long-wheelbase
In both road and rail vehicles, the wheelbase is the horizontal distance between the centers of the front and rear wheels. For road vehicles with more than two axles (e.g. some trucks), the wheelbase is the distance between the steering (front ...
V8 (LS 460 and LS 460 L) and hybrid (LS 600h and LS 600h L) versions. The fifth generation ES 350 also debuted in the same year. The LS 600h L subsequently went on sale as the most expensive sedan ever produced in Japan. By the end of 2006, Lexus' annual sales had reached 475,000 vehicles worldwide.[ In January 2007, Lexus announced a new F marque performance division, which would produce racing-inspired versions of its performance models. The IS F, made its debut at the 2007 North American International Auto Show,] accompanied by a concept car, the LF-A.
In October 2007, Lexus entered the Specialty Equipment Market Association
Sama ( tr, Sema, Persian, Urdu and ar, سَمَاع - ''samā‘un'') is a Sufi ceremony performed as part of the meditation and prayer practice dhikr. Sama means "listening", while dhikr means "remembrance".During, J., and R. Sellheim. "Sama ...
show in the U.S. for the first time with the IS F, and announced its F-Sport performance trim level and factory-sanctioned accessory line. Increased emphasis on sporty models was an effort to target rivals from Mercedes-Benz's AMG and BMW's M divisions.[ Models such as the SC 400 and GS 400 had received favorable reactions from sport luxury buyers, most Lexus models had been characterized as favoring comfort over sporty road feel and handling, compared with European rivals.] By the end of 2007, Lexus annual worldwide sales had surpassed 500,000 vehicles, and the marque ranked as the top-selling premium import in China for the first time. The largest sales markets in order of size for 2007 were the U.S., Japan, the UK, China, Canada, and Russia.[Tierney, Christine (2007-08-07). "Lexus aims to conquer globe with luxury sales". ''Detroit News''. Retrieved 2007-09-28.]
In 2008, amidst the late-2000s recession
The Great Recession was a period of marked general decline, i.e. a recession, observed in national economies globally that occurred from late 2007 into 2009. The scale and timing of the recession varied from country to country (see map). At t ...
and a weakened world car market, global sales fell 16 percent to 435,000,["2009 Lexus sales" (in Japanese). Gazoo/レクサス. 2009. Retrieved 2009-04-22.] with declines in markets such as the U.S. and Europe where deliveries fell by 21 percent and 27.5 percent, respectively. In 2009, the marque launched the HS 250h, a dedicated hybrid sedan for North America and Japan, the RX 450h, the second generation hybrid SUV replacing the earlier RX 400h, and later that year debuted the production LFA exotic coupe. In late 2009, citing higher sales of hybrid models over their petrol counterparts,[ Lexus announced plans to become a hybrid-only marque in Europe.] By the end of the decade, Lexus ranked as the fourth-largest premium car make in the world by volume,[ and was the number one selling premium car marque in the U.S. for 10 consecutive years.]
2010s–2020s: Recent developments
In 2010, Lexus underwent a gradual sales recovery in North America and Asia as the marque focused on adding hybrids and new model derivatives.[Lewis, Georgia (2009-11-04). "Lexus ‘resets its compass’ to cope with new global economic realities". The National. Retrieved 2010-07-08.] Sales in the U.S. held steady despite the 2009–2010 Toyota vehicle recalls, several of which included Lexus models.[ The ES 350 and certain IS models were affected by a recall for potentially jamming floor mats,] while parent company Toyota bore the brunt of negative publicity amid investigations over its series of product recalls and problem rates per-vehicle. The redesigned GX 460 was also voluntarily recalled in April 2010 for a software update
A patch is a set of changes to a computer program or its supporting data designed to update, fix, or improve it. This includes fixing security vulnerabilities and other bugs, with such patches usually being called bugfixes or bug fixes. Patches ...
, one week after ''Consumer Reports
Consumer Reports (CR), formerly Consumers Union (CU), is an American nonprofit consumer organization dedicated to independent product testing, investigative journalism, consumer-oriented research, public education, and consumer advocacy.
Founded ...
'' issued a recommendation not to buy the SUV, citing a possible rollover risk following the slow stability control
Electronic stability control (ESC), also referred to as electronic stability program (ESP) or dynamic stability control (DSC), is a computerized technology that improves a car handling, vehicle's stability by detecting and reducing loss of Tract ...
response to a high-speed emergency turn. Although the publication knew of no reported incidents, the GX 460 received updated stability control software.[
In late 2010 and early 2011, Lexus began sales of the CT 200h, a compact four-door hybrid ]hatchback
A hatchback is a car body configuration with a rear door that swings upward to provide access to a cargo area. Hatchbacks may feature fold-down second row seating, where the interior can be reconfigured to prioritize passenger or cargo volume. ...
designed for Europe, in multiple markets. Sales of lower-displacement regional models were also expanded, beginning with the ES 240 in China followed by the RX 270; Japan, Russia, and Taiwan were among markets which received model variants intended for reduced emissions or import taxes. In March 2011, the Tōhoku earthquake and tsunami caused severe disruption to Lexus' Japan-based production lines, hindering the marque's near-term sales prospects. Lexus' U.S. executives stated that due to vehicle shortages amidst close competition from BMW, Mercedes-Benz, and Audi
Audi AG () is a German automotive manufacturer of luxury vehicles headquartered in Ingolstadt, Bavaria, Germany. As a subsidiary of its parent company, the Volkswagen Group, Audi produces vehicles in nine production facilities worldwide.
Th ...
, the marque would not remain the country's top-selling premium car brand.[
]
Cumulative sales results for 2011 indicated a 14 percent sales drop in the U.S. market, along with sales increases of 40 percent and 27 percent in Europe and Japan respectively, for a global sales total of 410,000 units.[ Lexus' streak of 11 consecutive years as the best-selling luxury marque in the U.S. ended that year, with the title going to BMW followed by Mercedes-Benz.] While 45 percent of Lexus sales in the U.S. in 2011 relied upon the RX luxury crossover SUV, rival Mercedes-Benz's best-selling offering was the E-Class mid-luxury sedan, which commands considerably higher prices. Subsequently, Toyota chairman Akio Toyoda
is a Japanese business executive and the current president of Toyota Motor Corporation. He is the great-grandson of the Japanese industrialist, Sakichi Toyoda, and the grandson of both the founder of Toyota Motors, Kiichiro Toyoda, and the found ...
vowed to restore passion to the marque and further increase its organizational independence, admitting that "...back then we did not regard Lexus as a brand, but as a distribution channel". As a result of Toyoda's organizational changes, Lexus senior managers report directly to the chairman for the first time in the marque's history.
In January 2012, the marque began sales of the fourth generation GS line, including GS 350 and GS 450h variants, as well as a lower-displacement GS 250 model for select markets. In April 2012, the sixth generation ES line, including ES 350 and ES 300h variants, debuted at the New York International Auto Show
The New York International Auto Show is an annual auto show that is held in Manhattan in late March or early April. It is held at the Jacob Javits Convention Center. It usually opens on or just before Easter weekend and closes on the first Su ...
.
In April 2014, Lexus unveiled the five-seater NX crossover. The vehicle features a very first for a Lexus vehicle: a turbocharger. Its nomenclature is denoted as the 200t. In August 2014, Toyota announced it would be cutting its Lexus spare parts prices in China by up to 35 percent. The company admitted the move was in response to a probe foreshadowed earlier in the month by China's National Development and Reform Commission
The National Development and Reform Commission of the People's Republic of China (NDRC), formerly State Planning Commission and State Development Planning Commission, is a macroeconomic management agency under the State Council, which has br ...
of Lexus spare parts policies, as part of an industry-wide investigation into what the Chinese regulator considers exorbitantly high prices being charged by automakers for spare parts and after-sales servicing.
In March 2016, Lexus announced that it will be producing a new flagship vehicle: the two-door LC 500. The vehicle will be produced for late 2017 in a V8 version putting out 467 horsepower. The LC 500h, a V6 hybrid variant, could potentially become available in late 2017 or early 2018.
In April 2019, Lexus announced that a rebadged limousine
A limousine ( or ), or limo () for short, is a large, chauffeur-driven luxury vehicle with a partition between the driver compartment and the passenger compartment.
A very long wheelbase luxury sedan (with more than four doors) driven by a prof ...
version of the third-generation Alphard
Alphard , designated Alpha Hydrae (α Hydrae, abbreviated Alpha Hya, α Hya), is the brightest star in the constellation of Hydra. It is a single giant star, cooler than the Sun but larger and more luminous. It is about 177 light-year ...
would be sold as the Lexus LM. It was also announced that Lexus would finally enter the market in Mexico in 2021 with some of the vehicles in their lineup. In October 2019, Lexus announced that it will be launching the brand's first all-battery electric vehicle
An electric vehicle (EV) is a vehicle that uses one or more electric motors for propulsion. It can be powered by a collector system, with electricity from extravehicular sources, or it can be powered autonomously by a battery (sometimes cha ...
in 2020.
Corporate affairs
Operations
Lexus International coordinates the worldwide operations of Toyota's luxury division from the brand's global headquarters, located in Nagoya
is the largest city in the Chūbu region, the fourth-most populous city and third most populous urban area in Japan, with a population of 2.3million in 2020. Located on the Pacific coast in central Honshu, it is the capital and the most pop ...
, Aichi.[ Corporate entities further include the brand's Japan Sales and Marketing and global Product and Marketing Planning divisions.] While organizationally separate from its parent company, Lexus International reports directly to Toyota chief executive officer Akio Toyoda. In the U.S., brand operations are managed by the U.S. Lexus division, which is headquartered in Plano, Texas
Plano ( ) is a city in Collin County, Texas, Collin County and Denton County, Texas, United States. It had a population of 285,494 at the 2020 United States census, 2020 census. It is a principal city of the Dallas–Fort Worth metroplex.
Hist ...
. In Europe, Lexus operations are managed by Lexus Europe, located in Brussels. Companion design facilities are located in Southern California and central Japan, with the head design studio devoted entirely to Lexus models in Toyota City, Aichi.[
Lexus sales operations vary in structure by region. In many markets, such as the U.S., the dealership network is a distinct organization from corporate headquarters,][ with separately owned and operated Lexus ]showroom
A plumbing fixture showroom, Canada, 1921
A showroom, also referred to as a gallery, is a large space used to display products, entertainment or visual arts.
Marketing location
A showroom is a large space used to display products for sale, suc ...
s. By contrast, in Japan all 143 dealerships in the country are owned and operated by Lexus.[ Several markets have a designated, third party regional distributor; for example, in the United Arab Emirates, sales operations are managed by Al-Futtaim Motors LLC,][ and in Costa Rica, Lexus vehicles are sold via regional distributor Purdy Motors S.A. Other officially sanctioned regional distributors have sold Lexus models prior to the launch of, or in absence of, a dedicated dealership network.][
The Lexus brand launched in the Indian market in 2017, with the models RX450h, LX450d, LX570, ES300h,] NX, LS. Dealerships in Mumbai
Mumbai (, ; also known as Bombay — the official name until 1995) is the capital city of the Indian state of Maharashtra and the ''de facto'' financial centre of India. According to the United Nations, as of 2018, Mumbai is the second- ...
, Delhi
Delhi, officially the National Capital Territory (NCT) of Delhi, is a city and a union territory of India containing New Delhi, the capital of India. Straddling the Yamuna river, primarily its western or right bank, Delhi shares borders w ...
, Gurgaon
Gurgaon (pronunciation: ʊɽɡãːw, officially named Gurugram (pronunciation: ʊɾʊɡɾaːm, is a city located in the northern Indian state of Haryana. It is situated near the Delhi–Haryana border, about southwest of the nationa ...
, and Bangalore
Bangalore (), officially Bengaluru (), is the capital and largest city of the Indian state of Karnataka. It has a population of more than and a metropolitan population of around , making it the third most populous city and fifth most ...
became operational in March 2017, when the brand began sales in India with a second set of dealerships opening in Chandigarh
Chandigarh () is a planned city in India. Chandigarh is bordered by the state of Punjab to the west and the south, and by the state of Haryana to the east. It constitutes the bulk of the Chandigarh Capital Region or Greater Chandigarh, which al ...
, Kochi
Kochi (), also known as Cochin ( ) ( the official name until 1996) is a major port city on the Malabar Coast of India bordering the Laccadive Sea, which is a part of the Arabian Sea. It is part of the district of Ernakulam in the state of K ...
, and Chennai
Chennai (, ), formerly known as Madras ( the official name until 1996), is the capital city of Tamil Nadu, the southernmost Indian state. The largest city of the state in area and population, Chennai is located on the Coromandel Coast of th ...
toward the end of 2017. This made Lexus the fifth luxury brand to be launched in India, after Mercedes-Benz
Mercedes-Benz (), commonly referred to as Mercedes and sometimes as Benz, is a German luxury and commercial vehicle automotive brand established in 1926. Mercedes-Benz AG (a Mercedes-Benz Group subsidiary established in 2019) is headquartere ...
, Porsche
Dr. Ing. h.c. F. Porsche AG, usually shortened to Porsche (; see #Pronunciation, below), is a German automobile manufacturer specializing in high-performance sports cars, SUVs and sedans, headquartered in Stuttgart, Baden-Württemberg, Germany ...
, BMW, and Audi
Audi AG () is a German automotive manufacturer of luxury vehicles headquartered in Ingolstadt, Bavaria, Germany. As a subsidiary of its parent company, the Volkswagen Group, Audi produces vehicles in nine production facilities worldwide.
Th ...
.
Sales
Global sales of Lexus vehicles reached an all-time high in 2007, with a total of 518,000. Sales decreased in subsequent years due to the effects of the 2008 recession and the Japanese tsunami of 2011. Following this, sales recovered and reached a new high of 523,000 in 2013.
In 2014, the Lexus brand set a new global sales record after selling 582,000 vehicles. This made Lexus the fourth best selling luxury brand in the world, trailing BMW, Audi
Audi AG () is a German automotive manufacturer of luxury vehicles headquartered in Ingolstadt, Bavaria, Germany. As a subsidiary of its parent company, the Volkswagen Group, Audi produces vehicles in nine production facilities worldwide.
Th ...
and Mercedes-Benz
Mercedes-Benz (), commonly referred to as Mercedes and sometimes as Benz, is a German luxury and commercial vehicle automotive brand established in 1926. Mercedes-Benz AG (a Mercedes-Benz Group subsidiary established in 2019) is headquartere ...
.
Global sales of Lexus vehicles increased by 12 percent in 2015 to reach another annual sales record with 652,000 units sold worldwide.
Global cumulative sales of Lexus brand hybrid electric cars
Hybrid may refer to:
Science
* Hybrid (biology), an offspring resulting from cross-breeding
** Hybrid grape, grape varieties produced by cross-breeding two ''Vitis'' species
** Hybridity, the property of a hybrid plant which is a union of two dif ...
reached the 500,000 mark in November 2012. The 1 million sales milestone was achieved in March 2016. The Lexus RX 400h/RX 450h ranks as the top selling Lexus hybrid with 335,000 units delivered worldwide , followed by the Lexus CT 200h
The is a hybrid electric vehicle, hybrid electric automobile produced by Lexus, a luxury division of Toyota, as a Luxury vehicle#Premium compact, premium compact hatchback. The CT, consisting of a single model called the CT 200h is a luxury hybr ...
with 267,000 units.[
Lexus has not sold as well in Europe, where it suffers from smaller brand recognition, image, and a less-developed dealership network.] In European markets, the Lexus LS has ranked behind Jaguar, Mercedes-Benz, Audi, and BMW in flagship luxury car sales. Automotive analysts have suggested a possible rationale for the sales disparity, in that European buyers place less emphasis on vehicle reliability and have more brand loyalty
In marketing, brand loyalty describes a consumer's positive feelings towards a brand, and their dedication to purchasing the brand's products and/or services repeatedly, regardless of deficiencies, a competitor's actions, or changes in the envir ...
to established domestic marques.[ In contrast, the Lexus LS has ranked second in sales to the Mercedes-Benz S-Class (and ahead of rivals from BMW, Audi, and Jaguar) in markets outside Europe, such as South Africa.
Currently all of Lexus's models for the US market are imported from Japan, with the exception of the RX and NX, which are also produced in ]Cambridge, Ontario
Cambridge is a city in the Regional Municipality of Waterloo, Ontario, Canada, located at the confluence of the Grand River (Ontario), Grand and Speed River, Speed rivers. The city had a population of 138,479 as of the 2021 Canadian census, 202 ...
for North America, and the ES, which is also produced in Georgetown, Kentucky
Georgetown is a home rule-class city in Scott County, Kentucky, United States. The population was 37,086 at the 2020 census. It is the 6th-largest city by population in the U.S. state of Kentucky. It is the seat of its county. It was originall ...
. The RX midsized crossover is Lexus's best selling model in the United States, while the ES mid-sized car is the most popular sedan in the line-up.
Financial performance
Financial data of Lexus operations are not disclosed publicly. However, automotive analysts estimate that the Lexus division contributes a disproportionate share of Toyota's profits, relative to its limited production and sales volume.[ Interviews with retired division officials indicate that depending on sales volume, vehicle ]product development
In business and engineering, new product development (NPD) covers the complete process of bringing a new product to market, renewing an existing product or introducing a product in a new market. A central aspect of NPD is product design, along wi ...
cycles, and exchange rate
In finance, an exchange rate is the rate at which one currency will be exchanged for another currency. Currencies are most commonly national currencies, but may be sub-national as in the case of Hong Kong or supra-national as in the case of ...
s, Lexus sales have accounted for as much as half of Toyota's annual U.S. profit in certain years.[ Division executives have employed pricing strategies aimed at sustaining ]profit margin
Profit margin is a measure of profitability. It is calculated by finding the profit as a percentage of the revenue.
\text = =
There are 3 types of profit margins: gross profit margin, operating profit margin and net profit margin.
* Gross Prof ...
s rather than sales volume, with historically fewer price incentive
In general, incentives are anything that persuade a person to alter their behaviour. It is emphasised that incentives matter by the basic law of economists and the laws of behaviour, which state that higher incentives amount to greater levels of ...
s than rival brands.[ In 2006, Lexus entered Interbrand's list of the Top 100 Global Brands for the first time, with an estimated ]brand value
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
of approximately $3 billion annually. In 2009, Interbrand ranked Lexus as Japan's seventh largest brand, between Panasonic
formerly between 1935 and 2008 and the first incarnation of between 2008 and 2022, is a major Japanese multinational corporation, multinational Conglomerate (company), conglomerate corporation, headquartered in Kadoma, Osaka, Kadoma, Osaka P ...
and Nissan, based on revenue, earnings, and market value.[
]
Automobiles
Vehicle lineup
The global Lexus lineup features sedans of different size classes, including the compact
Compact as used in politics may refer broadly to a pact or treaty; in more specific cases it may refer to:
* Interstate compact
* Blood compact, an ancient ritual of the Philippines
* Compact government, a type of colonial rule utilized in British ...
IS model, mid-size
Mid-size—also known as intermediate—is a vehicle size class which originated in the United States and is used for cars larger than compact cars and smaller than full-size cars. "Large family car" is a UK term and a part of the D-segment in t ...
ES and GS models, and the full-size
Full-size car—also known as large car—is a vehicle size class which originated in the United States and is used for cars larger than mid-size cars, it is the largest size class for cars. In Europe, it is known as E-segment or F-segment.
Af ...
LS. The 2-door coupe range consists of the RC and the LC. Former convertibles include the SC and IS C models. Sport-utility vehicles range in size from the subcompact UX, compact NX and mid-size RX crossovers, to the full-size GX and LX. Hybrid models include the CT hatchback, the discontinued HS, and variants of the IS, ES, GS, LS, RC, LC, UX, NX, RX and LM.[ The F marque line formerly produced a variant of the IS, GS and the LFA and currently produces a variant of the RC coupe.][
]
F marque
Lexus produces its highest-performance models under its F marque division.[ The name refers to Flagship and ]Fuji Speedway
is a motorsport race track standing in the foothills of Mount Fuji, in Oyama, Suntō District, Shizuoka Prefecture, Japan. It was built in the early 1960s. In the 1980s, Fuji Speedway was used for the FIA World Sportscar Championship and nati ...
in Japan, whose first corner, 27R, inspired the shape of the "''F''" emblem. F marque models are developed by the Lexus Vehicle Performance Development Division. The first F marque model, the IS F, went on sale in 2007, followed by the LFA in 2009.[ A related F-Sport performance trim level and factory-sanctioned accessory line is available for standard Lexus models such as the IS 250 and IS 350.] The F-Sport trim level commonly includes cosmetic upgrades to the exterior and interior, and in some vehicles, mechanical upgrades such as an adaptive variable suspension. F-Sport succeeded an earlier in-house tuning effort, the TRD-based L-Tuned, which had offered performance packages on the IS and GS sedans in the early 2000s (decade).
Additions to the performance F Sport marque include the Lexus RC F Sport and Lexus GS F Sport and Lexus LS F Sport.
Model nomenclature
Lexus production models are named alphanumeric
Alphanumericals or alphanumeric characters are a combination of alphabetical and numerical characters. More specifically, they are the collection of Latin letters and Arabic digits. An alphanumeric code is an identifier made of alphanumeric ch ...
ally using two-letter designations followed by three digits. The first letter indicates relative status in the Lexus model range (ranking
A ranking is a relationship between a set of items such that, for any two items, the first is either "ranked higher than", "ranked lower than" or "ranked equal to" the second.
In mathematics, this is known as a weak order or total preorder of o ...
), and the second letter refers to car body style
There are many types of car body styles. They vary depending on intended use, market position, location, and the era they were made in.
Current styles
;Buggy (automobile), Buggy: Lightweight off-road vehicle with sparse bodywork.
;Converti ...
or type[ (e.g. LS for 'luxury sedan'). The three digits commonly indicate ]engine displacement
Engine displacement is the measure of the cylinder volume swept by all of the pistons of a piston engine, excluding the combustion chambers. It is commonly used as an expression of an engine's size, and by extension as a loose indicator of the ...
in liters multiplied by a factor of one hundred (e.g. 350 for a 3.5 L engine),[ except in the case of turbocharged and hybrid vehicles, for which the digits correspond to the displacement of a ]naturally aspirated engine
Naturally may refer to:
;Albums
* ''Naturally!'', an album by Nat Adderley
* ''Naturally'' (Houston Person album)
* ''Naturally'' (J. J. Cale album)
* ''Naturally'' (John Pizzarelli album)
* ''Naturally'' (Sharon Jones album)
* ''Naturally'' ...
with equivalent output (on hybrids, the three digits refer to the combined gasoline-electric output).[ A space is used between the letters and numbers. The same letter may be used differently depending on the model; 'S' can refer to 'sedan'][ or 'sport'] (e.g. in LS and SC), while 'X' refers to ' luxury utility vehicle' or SUV.[ For certain models, a ]lower case
Letter case is the distinction between the letters that are in larger uppercase or capitals (or more formally ''majuscule'') and smaller lowercase (or more formally ''minuscule'') in the written representation of certain languages. The writing ...
letter placed after the alphanumeric designation indicates powerplant type ('h' for hybrid, 'd' for diesel, 't' for turbocharged),[ while ]capital letter
Letter case is the distinction between the letters that are in larger uppercase or capitals (or more formally ''majuscule'') and smaller lowercase (or more formally ''minuscule'') in the written representation of certain languages. The writing ...
(s) placed at the end indicates a class subtype (e.g. 'L' for long-wheelbase,[ 'C' for coupe, 'AWD' for ]all-wheel drive
An all-wheel drive vehicle (AWD vehicle) is one with a powertrain capable of providing power to all its wheels, whether full-time or on-demand.
The most common forms of all-wheel drive are:
;1x1 : All unicycles Reflecting one axle with one w ...
). On F marque models, the two-letter designation and the letter 'F' are used with no numbers or hyphens (e.g. IS F).[
]
Design and technology
Lexus design has traditionally placed an emphasis on targeting specific vehicle development standards. Since the marque's inception, design targets have ranged from aerodynamics and ride quality
Ride quality refers to a vehicle's effectiveness in insulating the occupants from undulations in the road surface (e.g., bumps or corrugations).
A vehicle with good ride quality provides a comfort for the driver and passengers.
Importance
Good r ...
to interior ergonomics.[ The ]backronym
A backronym is an acronym formed from an already existing word by expanding its letters into the words of a phrase. Backronyms may be invented with either serious or humorous intent, or they may be a type of false etymology or folk etymology. The ...
"IDEAL" ("Impressive, Dynamic, Elegant, Advanced, and Lasting") is used in the development process. Each vehicle is designed according to approximately 500 specific product standards, known as "Lexus Musts," on criteria such as leather
Leather is a strong, flexible and durable material obtained from the tanning, or chemical treatment, of animal skins and hides to prevent decay. The most common leathers come from cattle, sheep, goats, equine animals, buffalo, pigs and hogs, ...
seat stitching. Design elements from the marque's concept vehicle line, the LF series (including the 2003 LF-S and 2004 LF-C), have been incorporated in production models.
Vehicle cabins have incorporated electroluminescent
Electroluminescence (EL) is an optical and electrical phenomenon, in which a material emits light in response to the passage of an electric current or to a strong electric field. This is distinct from black body light emission resulting from h ...
Optitron gauges, SmartAccess, a smart key
A smart key is an electronic access and authorization system that is available either as standard equipment, or as an option in several car designs. It was first developed by Siemens in 1995 and introduced by Mercedes-Benz under the name "Keyless- ...
entry and startup system,[ and multimedia features. Beginning with the 2010 RX and HS models, the ]Remote Touch
Remote Touch is a vehicle interface system present in some Lexus cars for use in conjunction with in-car information, configuration, and entertainment systems. The Remote Touch controller, which is similar to a computer mouse or joystick, allows t ...
system, featuring a computer mouse
A computer mouse (plural mice, sometimes mouses) is a hand-held pointing device that detects two-dimensional motion relative to a surface. This motion is typically translated into the motion of a pointer on a display, which allows a smooth c ...
-like controller with haptic feedback, was introduced;[ other models have featured ]touchscreen
A touchscreen or touch screen is the assembly of both an input ('touch panel') and output ('display') device. The touch panel is normally layered on the top of an electronic visual display of an information processing system. The display is often ...
controls (through the 2009 model year) as a navigation screen interface. 2014 saw the introduction of the next version of Lexus’ remote-touch innovations—the Remote Touch Interface Touchpad in the new RC Coupe.
In 1989, Lexus became among the first premium car marques to equip models with premium audio systems, in partnership with stereo firm Nakamichi
is a Japanese consumer electronics brand that originated in Japan and gained a name from the 1970s onwards for innovative and high quality audio cassette decks. Nakamichi is a subsidiary of Chinese holding company Nimble Holdings.
Nakamich ...
. Since 2001, optional surround sound
Surround sound is a technique for enriching the fidelity and depth of sound reproduction by using multiple audio channels from speakers that surround the listener ( surround channels). Its first application was in movie theaters. Prior to sur ...
systems are offered via high-end audio
High-end audio is a class of consumer home audio equipment marketed to audiophiles on the basis of high price or quality, and esoteric or novel sound reproduction technologies. The term can refer simply to the price, to the build quality of the ...
purveyor Mark Levinson.[ For reduced cabin noise, the first LS 400 introduced sandwich ]steel
Steel is an alloy made up of iron with added carbon to improve its strength and fracture resistance compared to other forms of iron. Many other elements may be present or added. Stainless steels that are corrosion- and oxidation-resistant ty ...
plating,[ and later models added acoustic glass. In 2006, the LS 460 debuted the first ceiling ]air diffuser
The atmosphere of Earth is the layer of gases, known collectively as air, retained by Earth's gravity that surrounds the planet and forms its planetary atmosphere. The atmosphere of Earth protects life on Earth by creating pressure allowing for ...
s and infrared
Infrared (IR), sometimes called infrared light, is electromagnetic radiation (EMR) with wavelengths longer than those of visible light. It is therefore invisible to the human eye. IR is generally understood to encompass wavelengths from around ...
body temperature sensors in a car. Telematics
Telematics is an interdisciplinary field encompassing telecommunications, vehicular technologies ( road transport, road safety, etc.), electrical engineering (sensors, instrumentation, wireless communications, etc.), and computer science (multimedi ...
services include G-Book with G-Link in Asia and Lexus Enform
is the luxury vehicle division of the Japanese automaker Toyota. The Lexus brand is marketed in more than 90 countries and territories worldwide and is Japan's largest-selling make of premium cars. It has ranked among the 10 largest Japanese ...
in North America.
In 2006, Lexus incorporated the first production eight-speed automatic transmission
An automatic transmission (sometimes abbreviated to auto or AT) is a multi-speed transmission used in internal combustion engine-based motor vehicles that does not require any input from the driver to change forward gears under normal driving c ...
in an automobile with the LS 460,[ and the gearbox was later adapted for the GS 460 and IS F models. ]Continuously variable transmission
A continuously variable transmission (CVT) is an automatic transmission that can change seamlessly through a continuous range of gear ratios. This contrasts with other transmissions that provide a limited number of gear ratios in fixed steps. T ...
s, regenerative brake
Regenerative braking is an energy recovery mechanism that slows down a moving vehicle or object by converting its kinetic energy into a form that can be either used immediately or stored until needed. In this mechanism, the electric traction mo ...
s, and electric motors have been used on all Lexus hybrid models.[ In 2007, Lexus executives signaled intentions to equip further models with hybrid powertrains,] catering to demands for a decrease in both carbon pollution and oil reliance. Hybrid models have been differentiated by separate badging and lighting technology; in 2008, the LS 600h L became the first production vehicle to use LED
A light-emitting diode (LED) is a semiconductor Electronics, device that Light#Light sources, emits light when Electric current, current flows through it. Electrons in the semiconductor recombine with electron holes, releasing energy i ...
headlamps
A headlamp is a lamp attached to the front of a vehicle to illuminate the road ahead. Headlamps are also often called headlights, but in the most precise usage, ''headlamp'' is the term for the device itself and ''headlight'' is the term for ...
.
Safety features on Lexus models range from stability and handling programs (Vehicle Stability Control
Electronic stability control (ESC), also referred to as electronic stability program (ESP) or dynamic stability control (DSC), is a computerized technology that improves a vehicle's stability by detecting and reducing loss of traction ( skiddi ...
and Vehicle Dynamics Integrated Management
Vehicle Dynamics Integrated Management (VDIM) is an integrated vehicle handling and software control system developed by Toyota. It involves an omnibus computer linkage of traction control, electronic stability control, electronic steering, an ...
) to backup cameras, swivel headlights, and sonar warning systems. The Lexus Pre-Collision System (PCS) integrates multiple safety systems.[ In 2007, Lexus introduced the first car safety systems with infrared and pedestrian detection capabilities, ]lane keep assist
In road-transport terminology, a lane departure warning system (LDWS) is a mechanism designed to warn the driver when the vehicle begins to move out of its lane (unless a turn signal is on in that direction) on freeways and arterial roads. These ...
, a Driver Monitoring System with facial recognition monitoring of driver attentiveness, and rear pre-collision whiplash
Whiplash may refer to:
* The long flexible part of a whip
* Whiplash (medicine), a neck injury
** Whiplash Injury Protection System (WHIPS), in automobiles
Film and television
* ''Whiplash'' (1948 film), a US film noir about a boxer
* ''Whiplas ...
protection, as part of the LS 460 PCS. As a safety precaution, Lexus GPS navigation systems in many regions feature a motion lockout when the vehicle reaches a set speed; to prevent distraction, navigation inputs are limited, while voice input and certain buttons are still accessible. This safety feature has attracted criticism because passengers cannot use certain functions when the vehicle is in motion. Pre-2007 models came with a hidden manufacturer override option, and updated European models allow operation in motion.
Production models in development have included convertibles, crossovers, and dedicated hybrids. Under the F marque, Lexus plans to produce high-performance vehicles with its first expressions being the IS F and the LFA. Lexus officials have also discussed standard production model usage of varying platforms. The LS uses a dedicated platform,[ while the entry-level Lexus ES had been criticized for being too similar to the Toyota Camry, with which it shared platforms until its sixth generation,] in both styling and powertrain design. The Nürburgring
The is a 150,000 person capacity motorsports complex located in the town of Nürburg, Rhineland-Palatinate, Germany. It features a Formula One, Grand Prix race track built in 1984, and a long "North loop" track, built in the 1920s, around t ...
test track in Germany has also seen Lexus prototype testing.
L-finesse
Lexus introduced a new design language
A design language or design vocabulary is an overarching scheme or style that guides the design of a complement of products or architectural settings, creating a coherent design system for styling.
Objectives
Designers wishing to give their sui ...
known as "L-finesse" in the mid-2000s with its LF series concepts and the 2006 Lexus GS. L-finesse is represented by three Japanese kanji
are the logographic Chinese characters taken from the Chinese family of scripts, Chinese script and used in the writing of Japanese language, Japanese. They were made a major part of the Japanese writing system during the time of Old Japanese ...
characters which translate as "Intriguing Elegance, Incisive Simplicity, and Seamless Anticipation".[ Design characteristics, including a ]fastback
A fastback is an automotive styling feature, defined by the rear of the car having a single slope from the roof to the tail. The kammback is a type of fastback style.
Some models, such as the Ford Mustang, have been specifically marketed as ...
profile, lower-set grille
Grill or grille may refer to:
Food
* Barbecue grill, a device or surface used for cooking food, usually fuelled by gas or charcoal, or the part of a cooker that performs this function
* Flattop grill, a cooking device often used in restaurants ...
, and the use of both convex and concave surfaces,[ are derived from Japanese cultural motifs (e.g. the phrase '']kirikaeshi , not to be confused with the backwards throw used in sumo and jujutsu with the same name, and with a literal meaning of "cutting repeatedly", is a kendo exercise, combining the practice of attacking and receiving strikes and is meant to develop phy ...
'' in arrowhead shapes). While earlier Lexus models were criticized for reserved and derivative styling, and often mistaken for understated domestic market cars,[ ]automotive design
Automotive design is the process of developing the appearance (and to some extent the ergonomics) of motor vehicles - including automobiles, motorcycles, trucks, buses, coaches, and vans.
The functional design and development of a modern moto ...
analyses described L-finesse as adding a distinctive nature and embrace of Japanese design identity.[ Opinions varied for L-finesse's debut on the GS; '']Sports Car International
''Sports Car International'' (SCI) was an automobile magazine published in the United States from 1986 to 2008 by Ross Periodicals Inc, first in Newport Beach, but then later in Novato, California.
History
The magazine was unabashedly enthusiast ...
'' analysis praised the vehicle's in-person appearance; ''Automobile Magazine'' criticized the daring of its forward styling, and compared subsequent rival models for design similarities. In 2012, the arrival of the redesigned fourth generation Lexus GS featured the introduction of a spindle-shaped grille design, intended to be used on all forthcoming Lexus models.[ L-finesse exhibitions were presented at ]Milan
Milan ( , , Lombard: ; it, Milano ) is a city in northern Italy, capital of Lombardy, and the second-most populous city proper in Italy after Rome. The city proper has a population of about 1.4 million, while its metropolitan city h ...
's Salone del Mobile
The Milan Furniture Fair ( it, Salone Internazionale del Mobile di Milano) is a furniture fair held annually in Milan. It is the largest trade fair of its kind in the world. The exhibition showcases the latest in furniture and design from countrie ...
from 2005 through 2009.
Production
Assembly plants
The first Lexus vehicles were manufactured in Toyota's Tahara plant
The is an automobile plant in Tahara, Aichi, Japan owned by Toyota Motor Corporation. The address is 3-1 Midorigahama, Tahara City , Aichi Prefecture.
History
It was opened in January 1979. It is the most computerized and robotized automotive pl ...
, a computerized manufacturing plant in Japan.[ Through the 2000s, most Lexus sedan and SUV production has occurred in Japan at the Tahara plant in Aichi and the Miyata plant in Fukuoka.][ In addition to the Tahara factory, over time Lexus vehicles have been produced at the Miyata plant (]Toyota Motor Kyushu
Toyota Motor Kyushu (TMK) is a manufacturing subsidiary of Toyota established in 1991 and focused on the production of Lexus cars, engines, and hybrid systems. Its headquarters and single assembly plant are in Miyawaka, Fukuoka. Car production st ...
) in Miyawaka, Fukuoka
is a city located in Fukuoka, Japan. As of April 1, 2017, the city had a population of 27,544 and a population density of 200 persons per km2. The total area is 139.99 km2.
The modern city of Miyawaka was established in February 11, 2006, ...
; the Higashi-Fuji plant (Kanto Auto Works
was a Japanese car manufacturer. It was a member of the Toyota Group. In July 2012, Kanto Auto Works and two other Toyota subsidiaries were merged to form Toyota Motor East Japan.
History
In April 1946, Kanto Auto Works was established in Yok ...
) in Susono, Shizuoka
270px, Susono with Mount Fuji
is a city located in eastern Shizuoka Prefecture, Japan. , the city had an estimated population of 51,216 in 21,858 households, and a population density of 370 persons per km². The total area of the city is .
Mot ...
; and the Yoshiwara plant (Araco
Toyota Auto Body ( ja, トヨタ車体) is a manufacturing subsidiary of the Toyota group based in Japan. It is headquartered in Kariya, Aichi and was established in 1945. The company has plants in the Mie and Aichi prefectures and other facilit ...
, later Toyota Auto Body
Toyota Auto Body ( ja, トヨタ車体) is a manufacturing subsidiary of the Toyota group based in Japan. It is headquartered in Kariya, Aichi and was established in 1945. The company has plants in the Mie and Aichi prefectures and other facilit ...
) in Toyota City
, formerly known as Koromo, is a city in Aichi Prefecture, Japan. , the city had an estimated population of 426,162 and a population density of 464 people per km2. The total area was . It is located about 35 minutes from Nagoya by way of the Meite ...
, Aichi. Front-wheel drive
Front-wheel drive (FWD) is a form of engine and transmission layout used in motor vehicles, where the engine drives the front wheels only. Most modern front-wheel drive vehicles feature a transverse engine, rather than the conventional longit ...
cars, such as the ES and HS, have been produced in the Fukuoka Prefecture
is a Prefectures of Japan, prefecture of Japan located on the island of Kyūshū. Fukuoka Prefecture has a population of 5,109,323 (1 June 2019) and has a geographic area of 4,986 Square kilometre, km2 (1,925 sq mi). Fukuoka Prefecture borders S ...
.[ Toyota Motor Kyushu's Kokura plant in ]Kitakyushu, Fukuoka
is a city located in Fukuoka Prefecture, Japan. As of June 1, 2019, Kitakyushu has an estimated population of 940,978, making it the second-largest city in both Fukuoka Prefecture and the island of Kyushu after the city of Fukuoka. It is one of ...
, which opened in 2008, is a dedicated hybrid production site for hybrid systems used in Lexus models such as the gasoline-electric RX. The North American–market RX 350 (since the 2004 model year) is produced at the Cambridge plant (Toyota Canada, Inc.) in the city of Cambridge
Cambridge ( ) is a university city and the county town in Cambridgeshire, England. It is located on the River Cam approximately north of London. As of the 2021 United Kingdom census, the population of Cambridge was 145,700. Cambridge bec ...
, in Ontario, Canada, which is the first Lexus production site located outside Japan. In late 2015, Lexus started to assemble North American-spec ES 350 sedans at the Georgetown plant ( TMMK, Inc.). In January 2020, Toyota Kirloskar Motor
Toyota Kirloskar Motor Private Limited (TKM) is an Indian joint venture between Toyota Motor Corporation (89%) and Kirloskar Group (11%), for the manufacture and sales of Toyota cars in India. The headquarters are located in Bidadi, Karnataka, ...
of India started assembling the ES sedan in its Bidadi plant.
Relative to Toyota models, Lexus vehicles are built according to different quality control
Quality control (QC) is a process by which entities review the quality of all factors involved in production. ISO 9000 defines quality control as "a part of quality management focused on fulfilling quality requirements".
This approach places ...
standards, including more stringent body panel
A quarter panel (British English: rear wing) is the body panel (exterior surface) of an automobile between a rear door (or only door on each side for two-door models) and the trunk (boot) and typically wraps around the wheel well. The similar f ...
fit tolerances and paint quality requirements.[ Their manufacture involves different ]assembly line
An assembly line is a manufacturing process (often called a ''progressive assembly'') in which parts (usually interchangeable parts) are added as the semi-finished assembly moves from workstation to workstation where the parts are added in seq ...
s, molds, welding
Welding is a fabrication (metal), fabrication process that joins materials, usually metals or thermoplastics, by using high heat to melt the parts together and allowing them to cool, causing Fusion welding, fusion. Welding is distinct from lower ...
processes, and manufacturing equipment. Lexus plant workers also undergo a more selective screening process.[ Production vehicles are given visual inspections for flaws, individually test-driven at high speeds, and subjected to ]vibration
Vibration is a mechanical phenomenon whereby oscillations occur about an equilibrium point. The word comes from Latin ''vibrationem'' ("shaking, brandishing"). The oscillations may be periodic function, periodic, such as the motion of a pendulum ...
tests.[
]
Quality rankings
In the 2000s (decade), ''Consumer Reports
Consumer Reports (CR), formerly Consumers Union (CU), is an American nonprofit consumer organization dedicated to independent product testing, investigative journalism, consumer-oriented research, public education, and consumer advocacy.
Founded ...
'' named Lexus among the top five most reliable brands in its Annual Car Reliability Surveys of over one million vehicles across the U.S.
Service
Lexus has become known for efforts to provide an upscale image, particularly with service provided after the sale. The waiting areas in service departments are replete with amenities, ranging from refreshment bars to indoor putting green
A golf course is the grounds on which the sport of golf is played. It consists of a series of holes, each consisting of a tee box, a fairway, the rough and other hazards, and a green with a cylindrical hole in the ground, known as a "cup". Th ...
s. Dealerships typically offer complimentary loaner cars or "courtesy cars" and free car wash
A car wash, carwash, or auto wash is a facility used to clean the exterior, and in some cases the interior of motor vehicles. Car washes can be self-service, full-service (with attendants who wash the vehicle), or fully automated (possi ...
es,[ and some have added on-site cafes and designer boutiques. Service bays are lined with large ]picture window
A window is an Hole, opening in a wall, door, roof, or vehicle that allows the exchange of light and may also allow the passage of sound and sometimes air. Modern windows are usually glazing (window), glazed or covered in some other transparenc ...
s for owners to watch the servicing of their vehicle. In 2005, Lexus also began reserving parking lot
A parking lot (American English) or car park (British English), also known as a car lot, is a cleared area intended for parking vehicles. The term usually refers to an area dedicated only for parking, with a durable or semi-durable surface ...
s at major sporting arenas, entertainment events, and shopping malls, with the only requirement for free entry being the ownership of a Lexus vehicle. An online owner publication, ''Lexus Magazine'', features automotive and lifestyle articles and is published online monthly and on a mobile site.
Since 2002, Lexus has scored consecutive top ratings in the ''Auto Express
''Auto Express'' is a weekly motoring magazine sold in the United Kingdom published by Autovia Limited. The editor-in-chief is Steve Fowler.
History and profile
Launched in September 1988, its 1,000th issue was published on 20 February 2008. ...
'' and 76,000-respondent ''Top Gear
Top Gear may refer to:
* "Top gear", the highest gear available in a vehicle's manual transmission
Television
* ''Top Gear'' (1977 TV series), a British motoring magazine programme
* ''Top Gear'' (2002 TV series), a relaunched version of the or ...
'' customer satisfaction surveys in the UK. Lexus has also repeatedly topped the 79,000-respondent J.D. Power Customer Service Index and Luxury Institute, New York surveys in the U.S. As a result of service satisfaction levels, the marque has one of the highest customer loyalty rates in the industry. To improve customer service, employees are instructed to follow the "Lexus Covenant," the marque's founding promise (which states that "Lexus will treat each customer as we would a guest in our home"), and some dealerships have incorporated training at upscale establishments such as Nordstrom
Nordstrom, Inc. () is an American luxury department store chain headquartered in Seattle, Washington, and founded by John W. Nordstrom and Carl F. Wallin in 1901. The original Wallin & Nordstrom store operated exclusively as a shoe store, and ...
department stores and Ritz-Carlton
The Ritz-Carlton Hotel Company, LLC is an American multinational company that operates the luxury hotel chain known as The Ritz-Carlton. The company has 108 luxury hotels and resorts in 30 countries and territories with 29,158 rooms, in addit ...
hotels.
Motorsport
Lexus first entered the motorsport arena in 1999 when its racing unit, Team Lexus, fielded two GS 400 race vehicles in the Motorola Cup
Motorola, Inc. () was an American multinational telecommunications company based in Schaumburg, Illinois, United States. After having lost $4.3 billion from 2007 to 2009, the company split into two independent public companies, Motorola ...
North American Street Stock Championship touring car
Touring car and tourer are both terms for open cars (i.e. cars without a fixed roof).
"Touring car" is a style of open car built in the United States which seats four or more people. The style was popular from the early 1900s to the 1930s.
Th ...
series. In its 1999 inaugural season, Team Lexus achieved its first victory with its sixth race at Road Atlanta
Road Atlanta (known for sponsorship reasons as Michelin Raceway Road Atlanta) is a road course located just north of Braselton, Georgia, United States. The facility is utilized for a wide variety of events, including professional and amateur spo ...
. Led by Sports Car Club of America
The Sports Car Club of America (SCCA) is a non-profit American automobile club and sanctioning body supporting road racing, rallying, and autocross in the United States. Formed in 1944, it runs many programs for both amateur and professional r ...
and International Motor Sports Association driver Chuck Goldsborough, based in Baltimore, Maryland, Team Lexus capitalized on the debut of the first generation Lexus IS by entering three IS 300s in the third race of the 2001 Grand-Am Cup season at Phoenix, Arizona. Team Lexus won its first IS 300 victory that year at the Virginia International Raceway.[ In 2002, Team Lexus' competitive efforts in the Grand-Am Cup ST1 (KONI Sports Car Challenge#Vehicles, Street Tuner) class achieved victories in the Drivers' and Team Championships,][ as well as a sweep of the top three finishes at Circuit Mont-Tremblant in Quebec, Canada.
After the release of the Lexus brand in the Japanese domestic market in 2005, Lexus sanctioned the entry of four SC 430 coupes in the Super GT series of the All Japan Grand Touring Car Championship in the Super GT#GT500, GT500 class. In the first race of the 2006 series, an SC 430 took the chequered flag, and drivers André Lotterer and Juichi Wakisaka raced the SC 430 to capture the GT500 championship for that year. In 2007, another SC 430 won the GT500 opening round race. In 2006, Lexus raced a hybrid vehicle for the first time, entering a GS 450h performance hybrid sedan in partnership with SARD, Sigma Advanced Racing Development at the 24 Hours of Tokachi race in Hokkaido, Japan. Lexus Canada also entered the GS 450h in 2007's Targa Newfoundland event. In 2009, Lexus Super GT Team SC 430 and IS 350 racers won the GT500 and GT300 championships, respectively.
]
Lexus' participation in Endurance racing (motorsport), endurance racing further includes the 24 Hours of Daytona, Rolex 24 Hours of Daytona, sanctioned by the Grand American Road Racing Association. After entering the Rolex Sports Car Series in 2004, Lexus has won over 15 Rolex Series event races. In 2005, Lexus was runner-up, and in 2006, it won the championship. Although Toyota has won this race in the past, it was the first time that its luxury arm emerged as the winner. In 2007, six Lexus-powered Daytona prototypes were entered in the Rolex 24 Hours of Daytona event at the Daytona International Speedway. Lexus was a repeat winner of the event, with a Lexus-Riley Technologies, Riley prototype driven by Scott Pruett, Juan Pablo Montoya, and Salvador Durán of Chip Ganassi Racing finishing first; Lexus-Riley prototypes also took three of the top ten spots. In 2008, Lexus won its third consecutive win at Daytona. For the 2010 Rolex Sports Car Series season, 2010 season, Lexus departed from the Rolex Sports Car Series, and Ganassi Racing switched to BMW/Dinan Cars, Dinan engines.
The Lexus LFA#Motorsport, LF-A prototype also competed on the Nürburgring from 2008 to 2011 in VLN endurance races and in the 24 Hours Nürburgring, also with the IS F. On 14 May 2011, a CT 200h tuned up by Gazoo Racing competed in the Adenauer ADAC Rundstrecken-Trophy, a six-hour endurance race.
3GT Racing, a partnership of Lexus and Paul Gentilozzi, entered two Lexus RC F GT3 at the N.American 2017 WeatherTech SportsCar Championship in the GT Daytona class. Their first win came in the 2018 WeatherTech SportsCar Championship with Dominik Baumann and Kyle Marcelli at Mid-Ohio before winning again with the same pairing at Virginia International Raceway. Lexus finished in 8th in their first season in 2017 WeatherTech SportsCar Championship, 2017 in the GT Daytona Manufacturer's Championship. They then improved to 5th in 2018 WeatherTech SportsCar Championship, 2018 with the #14 achieving 5th and the #15 getting 10th in the Team's Championship.
For the 2019 WeatherTech SportsCar Championship, the running of the Lexus GT3 cars has been transferred to AIM Vasser Sullivan, which is a debuting partnership, where the driver pairing of Jack Hawksworth and Richard Heistand have currently achieved 2 wins at 2019 Sports Car Challenge of Mid-Ohio, Mid-Ohio before winning the next race at 2019 Chevrolet Sports Car Classic, Belle Isle. As of the result of Lime Rock Park, Lexus are second in the 2019 WeatherTech SportsCar Championship, 2019 Manufacturer's Championship and the #12 is third with the #14 in 5th despite that being the winning car.
Marketing
From its inception, Lexus has been advertised to luxury consumers using specific Marketing strategy, marketing strategies, with a consistent motif used for the marque's advertisements. Beginning in 1989, television ads were narrated by actor James Sloyan (the voice of "Mr. Lexus" until 2009),[ and accompanied by vehicles that performed unusual stunts onscreen.] The first decade of Lexus commercials (1989–99) consisted primarily of disjunctive verbal descriptions, such as "relentless," "pursuit," and "perfection," while vehicles were used to claim superiority in precision, idling, and interior quiet and comfort on camera.[ Examples included the champagne glass "Balance (advertisement), Balance" (1989) and rolling "Ball Bearing (advertisement), Ball Bearing" (1992).][ In the 2000s (decade), commercials included descriptions of features, or a narration of the events onscreen, and were often targeted at the marque's German competitors. An annual "December to Remember" campaign featured scenes of family members surprising loved ones with the gift of a new Lexus. The marque returned to the champagne glass theme in a 2006 LS 460 spot showing the sedan maneuvering between two stacks of glasses using its Intelligent Parking Assist System, self-parking system, and in a 2010 LFA spot showing its engine sound shattering a glass via resonance frequency.]
Industry observers have attributed Lexus' early marketing successes to higher levels of perceived quality and lower prices than competitors, which have enabled the marque to attract customers upgrading from mass-market cars.[ A reputation for dependability, bolstered by reliability surveys, also became a primary factor in attracting new customers from rival premium makes. Lexus has since grown to command higher premium pricing, price premiums than rival Japanese makes,] with new models further increasing in price and reaching the more than $100,000 ultra-luxury category long dominated by rival European marques.
Automotive analysts have also noted Lexus' relative newcomer status as a marketing challenge for the brand, although some have debated the requirement of a long history.[ European rivals have marketed their decades of heritage and pedigree, whereas Lexus' reputation rests primarily upon its perceived quality and shared history with parent company Toyota.][ Several analysts have stated that Lexus will have to develop its own heritage over time by highlighting technological innovations and producing substantial products.][
Lexus' marketing efforts have extended to sporting and charity event sponsorships, including the US Open (tennis), U.S. Open tennis Grand Slam event from 2005 to 2009, and the United States Golf Association's U.S. Open (golf), U.S. Open, U.S. Women's Open, U.S. Senior Open, and U.S. Amateur tournaments since 2007. Lexus has organized an annual Champions for Charity golf series in the U.S. since 1989. Endorsement contracts have also been signed with professional athletes Hideki Matsuyama, Andy Roddick, Annika Sörenstam, and Peter Jacobsen.
Since 2008, Lexus has run the video website L Studio. Shows on L Studio include ''Web Therapy (TV series), Web Therapy''.
Lexus unveiled its new "Experience Amazing" tagline in the U.S. in a 60-second advertisement at the February 2017 Super Bowl LI. The new tagline replaced Lexus's previous slogans, "Amazing in Motion" and "The Pursuit of Perfection".
On 30 March 2018, Lexus premiered a fake partnership with 23andMe, 23 and Me during a spot on ''Saturday Night Live'', for a pretend program that allows buyers to customize vehicles based on their DNA, as an April Fools' Day, April Fool's Day joke.]
Lexus slogans
* ''The Relentless Pursuit of Perfection'' (1989–2011)
* ''The Pursuit of Perfection'' (2010–2016)
* ''Amazing in Motion'' (2013–2016)
* ''Experience Amazing'' (2017–present)
See also
* The Championship by Lexus
* Slide (hoverboard)
References
Notes
Bibliography
*
*
*
*
*
External links
Official website (Japan)
Official website (International)
*
{{Authority control
Lexus,
1989 establishments in Japan
1989 establishments in the United States
Toyota brands and marques
Car manufacturers of Japan
Companies based in Aichi Prefecture
Japanese brands
Luxury motor vehicle manufacturers
Vehicle manufacturing companies established in 1989
Luxury vehicles