Lexus, the luxury, prestige automobile
division of Toyota Motors, is one of the best selling luxury car
on today’s market. The Lexus was first introduced in the US, and
are now available all over the world. In fact, it was in 2005
that Japan launched the Lexus marque, continuing the worldwide
growth of Toyota’s luxury division. The Lexus F1 project took
hold in 1983, leading to the creation of the Lexus LS in 1989.
This was followed by the additions of SUV models, sedans and
coupes. The hybrid drive trains were introduced in 2005, and the
F marque division opened in 2007.
As noted by various surveys, Lexus is rated as a superior car since 1989. Its reputation for customer service and reliability is high. Throughout 2008 the Lexus has been named among the top five luxury automobiles in terms of reliability.
More About the F1 Project
Eiji Toyoda began the F1 project in 1983. He called together company executives in a secret meeting where he asked, “Can we create a luxury vehicle to challenge the world’s best?” The F1 project led to the Lexus LS 400, which was meant to ultimately expand the product line for Toyota to an upscale market. The success of the F1 project’s was the prior success of Toyota’s Supra sports car as well as the Toyota luxury Cressida models. Both of these automobiles held a powerful engine and were rear wheel driven.
In 1985, researchers from Toyota came to the US to hold focus groups and research on luxury car buyers. The researchers concluded that a sales channel and a separate brand would be necessary in order to introduce its luxury auto. A number of new dealerships were created in the US to address these findings Toyota then created Team One to market the new luxury automobile. An imaging consulting firm was hired to take care of the marketing needs. They came up with several names for the luxury auto including Chaparel, Calibre, Alexis, Vectre and Verone. Alexis won out and was later changed to Lexus, associated with luxury and elegance. The Lexus slogan became, “The Relentless Pursuit of Perfection”. The Lexus logo and name were featured in 1988, at the New York, Chicago and Los Angeles auto shows.
The Launch of the Lexus after extensive
development came in 1989, resulting in the Lexus LS 400. This
luxury auto made its debut in 1989 in Detroit at the North
American Auto Show. The Lexus was offered to the public at 81 US
dealerships. It sold for around $38,000. When the LS 400
debuted, Mercedes-Benz and BMW took quite a hit, with the LS 400
riding well ahead of the Mercedes 420 SEL and BMW 735i in
regards to performance, ride and handling.
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