Toyota launched Lexus in 1989 as its luxury vehicle division. The Lexus brand was initially developed in response to increasing demand in the U.S. for high-quality, reliable luxury cars and as a way to compete with established European brands like Mercedes-Benz and BMW. Here’s a brief overview of Lexus's journey:
1983 - The Start of the Project: In 1983, Toyota’s chairman, Eiji Toyoda, initiated a project to create the world’s best luxury car. This project, codenamed “F1” (Flagship 1), aimed to build a luxury sedan that could meet or exceed the performance and quality of high-end European brands.
1989 - Lexus Launches: The first Lexus models, the LS 400 and ES 250, were unveiled in 1989 at the North American International Auto Show in Detroit. The LS 400, a full-size luxury sedan, immediately gained acclaim for its smooth, quiet ride, innovative features, and impeccable build quality. The ES 250, a smaller luxury sedan, offered more affordable access to the new brand.
1990s - Expansion and Success: Lexus quickly gained a reputation for luxury, reliability, and exceptional customer service, earning top marks in customer satisfaction. During the 1990s, Lexus expanded its lineup to include coupes and SUVs, including the LX series, a luxury SUV model based on Toyota's Land Cruiser.
2000s - Global Expansion: Lexus grew into a global brand, establishing its presence in Europe and Japan. The brand introduced hybrid vehicles like the RX 400h in 2005, becoming a leader in luxury hybrid technology.
2010s - Redefining Performance and Design: Lexus adopted a more dynamic design language, introducing the “spindle grille” that would become its design signature. The launch of models like the LC coupe and the F Sport line further emphasized the brand’s commitment to performance.
Today - Innovation and Electrification: Lexus continues to innovate with its electric vehicle lineup and advanced driver assistance systems, maintaining its reputation for reliability and luxury while expanding into sustainable mobility.
From its inception, Lexus has been dedicated to creating luxury vehicles known for refinement, reliability, and cutting-edge technology, making it a major player in the global luxury car market.
