Lexus is a luxury automotive brand that originated in Japan and is renowned worldwide for its premium vehicles. The brand was officially launched by Toyota Motor Corporation in 1989, with the intention of creating a line of luxury vehicles to compete with established luxury brands from Europe and the United States.
The development of Lexus began in the early 1980s when Toyota recognized the need to expand its product offerings beyond reliable and economical vehicles. They aspired to create a brand that would redefine luxury by combining exceptional craftsmanship, advanced technology, and unparalleled customer service.
To achieve this goal, Toyota established a dedicated team called “Circle F” with a clear mission to create the finest luxury car in the world. The team worked meticulously, focusing on every detail from design to engineering, and aimed to surpass customer expectations in terms of quality, comfort, and performance.
In 1983, Toyota unveiled the first Lexus concept car, the LS 400, at the Detroit Auto Show. The LS 400 made a lasting impression with its sleek design, innovative features, and exceptional performance. It showcased Toyota’s commitment to excellence and set the stage for the forthcoming Lexus brand.
Following extensive research and development, Toyota launched the Lexus brand with its inaugural lineup consisting of two models: the LS 400 sedan and the ES 250 luxury sedan. The LS 400, in particular, garnered significant attention and critical acclaim for its impeccable build quality, refined driving experience, and competitive pricing compared to its European counterparts.
Lexus quickly gained recognition for its exceptional reliability, luxurious interiors, and refined driving dynamics. The brand’s commitment to customer satisfaction was reflected in the “Lexus Covenant,” a set of principles that emphasized personalized service, attention to detail, and exceeding customer expectations.
Over the years, Lexus expanded its model range to include a wide variety of luxury vehicles, including sedans, SUVs, coupes, and hybrids. Notable models that contributed to the brand’s success include the RX series, known for popularizing the luxury crossover segment, and the high-performance IS F and LFA sports cars, showcasing Lexus’ engineering prowess.
Lexus has consistently embraced innovation and advanced technologies in its vehicles. They introduced numerous industry-first features such as the world’s first luxury hybrid vehicle, the RX 400h, which pioneered the hybrid luxury SUV segment.
Today, Lexus continues to be recognized as a leading luxury automotive brand globally. It is celebrated for its exceptional craftsmanship, cutting-edge design, advanced safety features, and a commitment to delivering a seamless and luxurious driving experience.
From its humble beginnings as a bold endeavor to challenge established luxury brands, Lexus has become synonymous with elegance, refinement, and uncompromising quality in the automotive industry.