History of Car Brands – Lexus
Lexus is the one of the best car brands of Japanese automaker Toyota Motor Corporation. It was first introduced in the year 1989 in the United States. Lexus car brand is now sold globally and has become Japan’s largest seller of premium cars. It is marketed in over 70 countries and territories worldwide and ranks among the ten largest Japanese global market car brands. Lexus has its headquarters in Nagoya, Japan, whereas the operational centers are located in Brussels, Belgium, and Torrance, California and the United States.
A clandestine flagship sedan project, code-named F1, which began in 1983, culminated in the launch of the original Lexus LS in 1989. Subsequently, the division added sedan, coupé, convertible, and SUV models to its production. The Lexus logo was developed by Molly Designs and Hunter Communications which featured a stylized “L” within an oval. The first teaser ads featuring the Lexus name and logo, designed by Team One appeared at the Chicago, Los Angeles, and New York auto shows in 1988.
Lexus’ first sedan shocked the world. The result of hundreds of prototypes, the work of more than 1,000 engineers, and some $1 billion, the Lexus LS 400 pioneered new ground. It introduced Lexus to the world. The LS 400 also won major motoring awards from publications including Automobile Magazine and Wheels Magazine. Within a few years, Lexus transformed itself from an unlikely outsider into one of the industry’s leaders as it redefined the idea of the luxury car brand. Lexus also built a dealer network that gave exceptional attention to customer service. In the year 1990, Lexus also began limited exports to the United Kingdom, Switzerland, Australia and Canada. Following year, Lexus launched its first sports car, the SC 400 based on the LS’s 400 V8 engine and rear wheel drive design. The ES 300 sedan which succeeded the ES 250 arrived in 1991 was observed as the best selling Lexus car brand for most of the 1990s.
In the year 1993, Lexus became one of the first car brands to debut a certified pre-owned program, with the aim of improving trade in model values. In the following year, Lexus launched the second generation of LS 400. This luxury car was a complete redesign of its F1 model. Year 1996 marked the launch of Lexus’s first sports car, LX 450. In 1998, Lexus added the first luxury-branded crossover SUV, the RX 300, and the second generation GS 300 and GS 400 sedans. Lexus recorded its one-millionth vehicle sold in the U.S. market and ranked as the top-selling best car make in the U.S. overall in 1999.
The RX 400h, the first hybrid version of luxury car brand Lexus made its debut in the year 2004 and was marked as Lexus’s bestselling vehicle then. In 2005, Lexus separated from the parent company Toyota. With dedicated design, engineering, training and manufacturing centers working exclusively for the division, Lexus expanded global launch of the luxury car brand in major world markets.
In this way, Lexus continued with its expansion all over the world describing the brand’s rapid ascent and its travails along the way.