Toyota attack on the luxury car market
In the first half of the eighties, Toyota decided to attack the luxury car segment dominated by German and American premium car manufacturers. A separate Lexus brand was created, which quickly became recognizable in the world and climbed to the top.
LEXUS story
August 1983
At a secret meeting in Japan, Toyota CEO Dr Eiji Toyota challenges a team of strategists, engineers and designers: "Can we create a luxury car to compete with the best?"
- Over 400 prototype vehicles were built.
- 100 of them were subjected to crash tests.
- More than 4.3 million test kilometers traveled in Japan, USA and Europe.
- Over 1,400 engineers and 2,300 technicians took the challenge.
- 60 designers, 24 engineering teams, and 220 employees are involved in the "F1" project.
Every detail has been thoroughly thought out - at least twice as accurately as that of competitors.
1989 - The Lexus brand was born
- The first LS 400 is produced, incorporated hundreds of new patents and new standards set for quality and value.
- 2,919 models were sold in the first month after production.
- At the Lexus Tahara factory, the welding process for the LS 400 is totally automated, making welds 1.5 times stronger than conventional welded vehicles.
1990 - The Lexus LS400 was introduced to Europe
- Thanks to the aerodynamic tests of the LS 400, a smooth floor form and many special fairings have been introduced for direct airflow away from the components. This gave the LS 400 class-leading chassis aerodynamics.
1991 Lexus begins its dominance
- Lexus begins its dominance in customer satisfaction surveys JD Power in the USA, becoming the first brand able to win a "triple crown": in terms of satisfaction, quality and overall rating as the best brand that gives the most satisfaction to customers.
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Lexus is becoming the number one luxury asset imported into the US, ahead of BMW and Mercedes-Benz. The new coupe, SC 400, is launched on the US market.
1995 - The second generation LS 400
- The second generation LS 400 has been produced. The philosophy of solid development of Lexus cars is becoming obvious.
1998 - Lexus becomes the best-selling luxury brand in the US
- For the first time, Lexus becomes the best-selling luxury brand in the US, ahead of domestic producers Cadillac and Lincoln.
- The RX 300 is produced creating a completely new market segment - premium SUV.
- The RX 300 4x4 is produced with a 3.0 liter V6 VVT-i engine and automatic transmission with normal and snow modes.
2001 - Lexus receives its first JD Power & Associates gold award in England
- The European range of Lexus models is expanding to five cars with the production of the SC 430 convertible coupe.
- Its stylish line and classic style were created by the Lexus European Design Center (ED²).
- The SC 430 is equipped with an elegant aluminum hardtop suitable for all weather conditions, which can be hidden in 25 seconds.
2002 - Minority Report
- In Germany, IS achieved 86% of the customer satisfaction index, the highest score among all cars awarded in the JD Power survey.
- This year, Steven Spielberg asked Lexus for help designing a car for Tom Cruise so that he could drive it in his latest blockbuster movie, Minorities Report, the film takes place in 2054.
2005 - Toyota Motor Corporation introduces the Lexus brand in Japan
- Lexus joins the world's largest design event, Salone del Mobile di Milano (Project Week in Milan).
- By working with world-renowned designers who create unique installations, Lexus aims to express its vision of a brand of true luxury and its unique interpretation of design.
2011 - Royal Wedding Car
- The unique, fully hybrid Lexus LS 600h L Landaulet as the official Royal Wedding Car on the occasion of the wedding of His Majesty Prince Monaco Albert II.
2013 - Lexus on Cannes Film Festival
- Lexus works with the Weinstein Company in an unprecedented collaboration between the automotive and film industries to establish the Lexus Short Films series.
- Both companies host the premiere of the first five films in May at the Cannes Film Festival.
2016 - Lexus and "The Life RX"
- Lexus collaborates with actor Jude Law, resulting in the production of "The Life RX".
- The international promotional campaign is designed to highlight the features of the new luxury SUV, the Lexus RX from 2016.