History of Lexus Company

History


In 1983, Toyota Chairman Eiji Toyoda called a secret meeting with company management, to whom he posed the question: "Can we create a luxury vehicle to challenge the best in the world?" This question led to Toyota embark on a top-secret project, codenamed F1 ("Flagship" + "No. 1 vehicle"). F1 project whose final product was finally Lexus LS 400, which aims to develop a luxury car that would expand Toyota's product line, which gives it a foothold in the premium segment and offers its customers long and two new exclusive product. F1 project followed the success of the Toyota Supra sports car and the luxury Toyota Cressida models. Both the Supra and Cressida were rear wheel drive cars with an engine powerful 7M-GE/7M-GTE. The U.S. launch of the Acura brand in three years before Honda Toyota has also influenced his plans for a luxury division.

At the same time, Nissan would have revealed plans for its luxury division, Infiniti, Mazda, but it is also considered developing a luxury division, which will be called Amati.

Toyota researchers visited the U.S. in May 1985 to conduct focus groups and market research on consumers of luxury. This summer, several F1 designers rented a house in Laguna Beach, California, to observe the lifestyles and tastes of American upper-class consumers. Toyota's market research concluded that a separate brand and sales channel was needed to present its flagship property, and plans were made to develop a new network of dealerships in the U.S. market.

Brand development

In 1986, veteran of Toyota, the advertising agency Saatchi & Saatchi created a specialized unit, Team One, to handle the marketing of luxury brand. Image consulting firm Lippincott & Margulies was hired to develop a list of 219 possible names, Vectra, Verona, Chaparel, Calibre and Alexis were chosen as the best candidates. While Alexis quickly became the leading candidate (also associated with the character of Alexis Carrington in Dynasty's popular primetime drama 1980) and later turned to Lexus, the name has been attributed to a combination of words " luxury "and" elegance ", and one theory holds that it is an acronym for the export of luxury 'to the U.S." According to interviews of the team, the name has a precise meaning and is simply an image of luxury and technology.

Just before the release of the first vehicles, database service LexisNexis obtained an injunction forbidding the name Lexus is used, as it said it could cause confusion. On reflection, the court lifted the injunction, the decision had little chance of confusion between the two products.

The original Lexus slogan, developed after Team One representatives visited the Lexus designers in Japan and noted their obsessive attention to detail, has become "relentless pursuit of perfection."

The Lexus logo was developed by Molly Hunter designs and communications. The final design of the Lexus logo presented in an "L" in an oval, and according to Toyota was done using a precise mathematical formula. The first teaser ads with the Lexus name and logo, designed by a team, appeared in the Chicago, Los Angeles and New York Auto Show in 1988.

Start

In 1989, after a long development process with 60 designers, 24 engineering teams, 1,400 engineers, technicians, 2300, 220 support workers, around 450 prototypes, and over $ 1 billion in costs, the F1 project is completed. The lighthouse resulting Lexus LS 400, had a unique design that no major component sharing with previous Toyota vehicles, with a new 4.0 L V8 petrol engine and rear wheel drive. The test sites for the LS 400 included the German motorways.

The LS 400 was launched in January 1989 Show North American International Auto in Detroit. The following September, Lexus vehicles officially went on sale on a network of 81 dealers through the new Lexus SU The LS 400 was sold with a little brother, the Toyota Camry-based ES 250th launch of Lexus was announced an advertising campaign several million times on television and print media. Lexus then began exports to the United Kingdom, Switzerland, Canada and Australia, in 1990.

The LS 400 is widely praised for its silence, well-appointed and ergonomic design, engine performance, build quality, aerodynamics, fuel economy and value, although it has been criticized by some commentators car for style and derived the suspension to be too compromising the comfort of handling. The LS 400 debuted at $ 38,000 U.S. (in some markets, it was priced against the average six-cylinder Mercedes-Benz and BMW models), and was estimated by Car and Driver magazine best of both $ 63,000 Mercedes-Benz 420 SEL and $ 55,000 for the 735th BMW driving, handling and performance. It 'was generally regarded as a great shock for the European Marques, BMW and Mercedes-Benz U.S. sales data have decreased by 29% and 19%, respectively, the then President of BMW Eberhard von Kuenheim accused of dumping in this Lexus market. The LS 400 has won numerous major automotive awards when released.

In 1990, his first full year of sales, has sold 63 594 Lexus LS 400 and ES 250 sedans in the United States the vast majority of the LS. In 1991, sales had grown to 71 206 cars in the U.S. market, which is the country's best-selling Lexus luxury imports. That same year, Lexus earned first place in JD Power studies, initial vehicle quality, customer satisfaction and sales.

Growth and expansion

Lexus has introduced two new models in June and September 1991, the SC 400 coupe and ES 300 sedan. SC 400 (designed next to the Japanese market Toyota Soarer) shared the LS 400's V8 engine and rear-wheel drive design, while the ES 300 replaced the ES 250 and became Lexus' best-selling sedan. The GS series came to America in 1993, which is based on the Toyota Aristo, which was sold two years ago in Japan. In 1994, Lexus has introduced the second generation LS 400, a complete redesign of the flagship model.

In 1996, Lexus has added its first luxury SUV, the LX 450th Two years later, the Lexus was launched on the first luxury crossover SUV, the RX 300, the second generation GS sedans 300/GS 400 and a new entry-level sedan, the 300th RX quickly became the best-selling Lexus model, moving ES, his previous best-seller. In 1999, Lexus has registered its one million cars sold in the U.S. and was ranked the most expensive car sold in the U.S. usually. In 2001, the first Infiniti convertible SC 430, and the third generation LS 430th

In 2005, Lexus expanded its range with the launch of the first luxury hybrid SUV, the RX 400h. The system of the car Lexus Hybrid Drive combined electric and gasoline engines for increased power, better fuel economy and emissions compared to traditional gas-powered equivalents. In 2006, introduced the Lexus GS 450h, a performance sedan with a V6 hybrid petrol / electric propulsion system and rear-wheel drive.

In 2006, Lexus has a preview of the fourth generation LS flagship series consists of standard and long wheelbase diesel (LS 460 and LS 460 L), and hybrid versions (the LS 600h and LS 600h L), and adding to a parallel / automatic function in reverse parking. In 2007, the LS 600h L is for sale the most expensive luxury vehicle ever produced in Japan, where the sticker price of about $ 125,000.

In January 2007, Lexus has announced a brand new performance division F, which would produce racing-inspired versions of its luxury vehicles. The first of this line, the Lexus IS F, made its debut at the 2007 North American International Auto accompanied by a super exotic concept, the LF-A.

In 2006, Lexus sold 475,000 vehicles around the world and has entered the Interbrand list of the top 100 global brands for the first time with a brand value estimated at approximately U.S. $ 3 billion annually. In 2007, the annual Lexus sales in the United States had increased to 329,177 vehicles. In 2008, amid the global financial crisis, sales dropped 21% in the United States, with an annual total of 260,087. In volume terms, the Lexus was the number one selling luxury brand in the largest car market in the last eight consecutive years and the fourth brand of luxury cars in the world by volume.

Global Development

In 2005, Lexus completed a full organizational separation from the parent company of Toyota, Lexus, specialized centers of design, engineering, training and production that works exclusively for the luxury division. This effort coincided with the launch of Lexus in Japan's domestic market and the launch of a brand's global expansion in key world markets. Managers to increase sales of Lexus outside the United States (U.S. sales represented approximately 63.5% of Lexus sales worldwide in 2007). Is the next generation, GS and LS sedan is seen then as a "global model" for markets around the world. Lexus launched in China in 2005, Malaysia in 2006, Indonesia in 2007, and the Philippines in 2008. In 2007, Lexus has sold in 57 countries around the world.

Total sales worldwide reached 500,000 Lexus vehicles in 2007. This year, the oldest of the Lexus sales markets (in order of size) were the United States, Japan, Britain, China, Canada and Russia. In 2008, sales growth was limited by a luxury car market weakened the world's major regions, including North America, Asia and Europe.

Japan

Lexus to enter the Japanese market July 26, 2005 became the first Japanese luxury brand introduction of the national market. Compact sedans, convertible SC and GS sedans medium became available in Japan in 2006 model year. Sales were initially lower but increased in 2007. In particular, the introduction of the LS 460 in September 2006 led to more than 12,000 orders for the first few months of expectations. Japanese network of 143 Lexus dealers new cars have been profitable in 2007. Debut of Lexus in Japan ended in the domestic market of the previous generation of Toyota-equivalent models, the right-hand-drive versions of the LS, SC, RX, IS and GS already sold in Japan under the (Toyota), Celsior, Soarer, Harrier, HEIGHT , Aristotle, and the names accordingly. With a new generation of models, Celsior, Aristo, Harrier, and the name Soarer HEIGHT is no longer used and had reorganized the Lexus is a Japanese store. The drastic increase in price (from $ 10,000 and up) models previously sold distinctive Toyota, Lexus and was transferred to the next generation has been considered the main reason for the initially slow sales in Japan as well as the general decline of the auto market National.

Europe

In the European market, Lexus has long struggled with less brand recognition, perceived lack of prestige compared to Mercedes-Benz, BMW, Porsche and Jaguar, the smallest market share, and the absence of a network independent dealers. In 2005, Lexus plans to introduce its first hybrid vehicles and diesel and to expand the number of dedicated dealers. In 2006, the new diesel engine 220D introduced primarily was responsible for the increase in sales in the UK, hybrids accounted for one quarter of total sales, and sold their gas counterparts. The toll in London has given a boost by the exclusion of hybrid cars. In 2006, 80% of all RX models sold in Europe by the hybrid model. Total sales of Lexus in Europe increased 72% in 2006 to more than 50,000 vehicles in 2007 and flat began releasing in 2008.

Russia and China

In 2007, Lexus vehicles seen in the emerging markets of Russia and China, high demand, with higher per dealer than any other market. This year, Lexus ranked fourth in sales of luxury and Russia also won the import sales leader in the emerging Chinese luxury car. The number of Lexus dealerships in China increased from 12 in 2005 to 23 in 2007, increased demand for luxury SUVs has contributed to sales growth in the Chinese market.

Asia and Oceania

In South Korea, with sales spearheaded efforts, Lexus was rated the best-selling import in 2005 in Taiwan, Lexus also became the best-selling luxury import in 2005. In Australia, Lexus experienced strong growth in sales and ranks third in sales in 2006 of the luxury imports, the model generates the greatest demand.

Corporate Affairs

From 2008 involves the coordination of the Division of Global Product Strategy Lexus Kiyotaka Ise, general manager of Lexus Development Centre in Japan. Ise, an officer of the management of the executive leadership of Toyota Motor Corporation has succeeded former director Takeshi Yoshida, who was promoted to general manager at Toyota Board of Directors in June 2007. Other leaders include Lexus in Japan Yoichiro Ichimaru (Senior Managing Director of Sales & Marketing Lexus in Japan) and Toshio Furutani, director of product planning and marketing division Lexus.

In the U.S., Lexus is directed by Mark Templin, group vice president and general manager of Lexus Division of the United States. Lexus Europe is directed by Andy Pfeiffenberger Vice President of Lexus Europe.

Lexus headquarters in Toyota City in Japan (Aichi, Japan). Design company located in Southern California Lexus and Toyota City, Japan.

Models

Current models

* IS: compact car RWD / AWD

o 2009 is 250/IS 250 AWD / IS 350/IS 220d/IS F / IS 350C 250C/IS

* ES: Midsize FWD

Or 350/ES ES Pebble Beach Edition 2009 (U.S. only)

* GS: Midsize RWD / AWD

o 350/GS 2009 GS 350 AWD / GS 460

OR 2009 GS 450h

* LS: full-size RWD / AWD

or 2009 LS 460 AWD 460/LS / LS 460 L / LS 460 L AWD

o 2009 LS 600h L 600h/LS / LS 600h L Pebble Beach Edition (U.S. only)

* SC: Coupe / Convertible Coupe RWD

o 2009 SC 430

* RX: midsize crossover SUV

o 2009 RX 350 Pebble Beach Edition 350/RX (U.S. and Canada)

o 2008 RX 400h

* GX: midsize sport utility vehicles

O 2009 GX 470

* LX: full-size sport utility vehicle

O 2009 LX 570

The history of the production model

* IS: compact RWD / AWD

o 2000 is 200/IS 300

O 2006 is 250/IS 250 AWD / IS 220D 350/IS

OR 2008 F

or 2010 ES 350C 250C/IS

* HS: mid-size FWD

o 2010 HS 250h

* ES: Midsize FWD

o 1990 ES 250

or 1992 ES 300

o 1997 ES 300

o 2003 ES 330

o 2007 ES 350

* GS: Midsize RWD / AWD

o 1993 GS 300

or 1998 GS 400 300/GS

o 2001 GS 430

2006 GS 300 AWD 300/GS O / GS 450h 430/GS

2008 GS 350 AWD 350/GS O / GS 460

* BS: full-size RWD / AWD

o 1990 LS 400

o 2001 LS 430

2007 LS 460 L O 460/LS

Or 600h/LS 2008 LS 600h L

o 2009 LS 460 AWD / LS 460 L AWD

* SC coupe / convertible coupe rear-wheel drive

O 1992 SC 300/SC 400

or 2002 SC 430

* RX crossover SUV medium

or 1998 RX 300

O 2004 RX 330

O 2006 RX 400h

o 2007 RX 350

2010 RX 450h OR 350/RX

* GX-size SUV

o The GX 2003 470

* LX: full-size sport utility vehicle

o 1997 LX 450

o 1999 LX 470

O 2008 LX 570

Concept cars

* Concepts LF

O 2003 LF-X crossover

O 2003 LF-S luxury sedan

o 2004 LF-C Convertible

O 2005 LF-A Sports Coupe

o 2006 LF-Sh: hybrid luxury sedan

o 2007 LF-Xh: hybrid crossover

O 2008 Roadster LF-AR

* Past concept vehicles

o ItalDesign 1994 Lexus Landau: Hatchback

Or minivan 1995 Lexus FLV

o 1997 Lexus Street Rod: Roadster

or 1997 Lexus SLV: luxury sports car

OR HPS 1997 Lexus sports sedan

O 2003 Lexus IS 430 sport sedan

Design and Technology

Lexus design has traditionally focused on targeting specific standard of a luxury vehicle. Since the first Lexus LS, the design goals were the aerodynamics, performance, smooth ride, interior ergonomics, quiet cabins, fuel efficiency, safety and reliability. Abbreviation of "IDEAL" (Impressive, Dynamic, elegant, durable and Advanced) are used in the development process. Each Lexus vehicle must meet more than 500 product standards, known as the "must-Lexus', always in response to the steering wheel, leather seat stitching.

In the vehicle cabin, Lexus has incorporated touchscreen navigation interface, a smart key entry and start system, and SmartAccess Optitron electroluminescent gauges (the first time in the original LS). Lexus dealer adjusted the custom settings allow owners to customize the operation characteristics of the vehicle.

Lexus vehicles are among the first to offer surround sound audio systems high end, in cooperation with the firm in 1989 and Nakamichi stereo (since 2001) high-quality Mark Levinson audio supplier. Along with high-end audio, quiet cabin with the support of steel sandwich of glass plates and acoustic.

The fourth generation LS introduced the production of the first eight-speed automatic (later adapted for the GS 460 and IS F) and the first climate ceiling diffusers and infrared temperature sensors in the car body. The Lexus Hybrid Drive (used on the RX, GS and LS hybrid) include electric motors and regenerative braking.

Safety features have been incorporated into several Lexus vehicles in the range include the control of vehicle stability (VSC) and Vehicle Dynamics Integrated Management (VDIM) stability control system / traction, Director of Relief , double chamber airbags, knee airbags, security cameras, rotating lights and sound warning systems. The Lexus Pre-Collision System (PCS) integrates multiple safety systems with emergency avoidance and collision detection capabilities.

In 2007, the world's first Lexus car safety systems with infrared detection capabilities and pedestrian pathways help keep surveillance systems for monitoring driver facial recognition of the driver's attention, and rear protection against whiplash Pre-Crash in the framework of the LS 460 Pre-Crash. In 2008 begins the Lexus LS 600h L, the first production vehicle to use LED headlights.

For security reasons, the Lexus navigation systems feature of the GPS block movement when the vehicle reaches the set speed (to prevent distraction, navigation inputs are limited, while the voice command button and some are still available). This safety feature has attracted criticism because passengers can not use certain features of the vehicle is in motion. Pre-2007 models are equipped with a hidden OEM override option.

L-finesse

Lexus introduced a new design language called "L-finesse" with its LF Series concepts and later with the 2006 Lexus GS. L-finesse is represented by three Japanese kanji characters: "The elegance fascinating" (纯), "incisive simplicity" (妙), and "the expectations of perfection" (予). Derived from Japanese cultural reasons, these figures refer to the goal of "elegance" simplicity, while anticipating the needs of the owner. The characters are also incorporated into the design of signals Kirikaeshi the term is used in the forms of the 2006 models of the arrow. Features L-finesse design also includes an airfoil, the grill set on low, and the use of both convex and concave surfaces. From the 2009 model year, the Lexus SC Lexus GX and are the only two Lexus models that do not deal L-finesse again. They are still designed using the old Lexus design language, not unlike the Toyota's design language. The 2009 Lexus RX L-finesse is, too, but the review of 2010 provides L- finesse of the RX.

Unlike some earlier models of Lexus, which have been criticized as remote and derivative style (and often confused with the under-car household), appearance of the L-finesse was described in the analysis of car design that the addition of a special nature and embrace of Japanese design, identity. Opinions varied on the 2006 GS. Sports Car International welcomed the analysis in-person appearance of the car, Automobile Magazine criticized the audacity of his style before, and later models like the Jaguar XF was compared to perceived similarities. Exhibitions of L-finesse work was presented at the Milan Design Week in 2005 to 08 in 2007 LS launch included art exhibitions in Beverly Hills, Chicago, Miami and New York.

Production

Many Lexus vehicles are manufactured at the Toyota Tahara plant, a very sophisticated, computerized manufacturing plant in Japan. In 2005, JD Power and Associates awarded the Platinum Award for the quality of the plants around the world at the Tahara plant, stating that it has the fewest defects of any manufacturing plant in the world. It was the fourth consecutive year that the Tahara plant captured this award. In 2006, JD Power named the Kanji (Iwate) plant, the site of the ES and IS model production, as the winner of the Platinum Award for the quality of the plants in the world.

Lexus manufacturing techniques include methods and standards of quality control that differ from Toyota. At the Tahara plant, separate assembly lines were developed for the production of Lexus cars. Molds and new specialized manufacturing equipment were also developed for the Lexus production process. Lexus factory workers, technicians generally veteran, are identified by the repeated performance evaluations and ranked according to skill, just a select group of artisans are eligible to work on Lexus vehicles. In addition, welding processes, tolerances body panel fit, and quality requirements of the paint stricter for Lexus models. Wood inlays offset by wood from sustainable plantations.

Lexus engines are tested by stethoscope-equipped takumi (匠, Japanese for "master craftsman") engineers to ensure optimum performance. These engineers are responsible for maintaining production standards at key points in the assembly process. The production of Lexus vehicles are given a visual inspection for defects, extensive, personal initiative at high speed testing, and subjected to vibration testing.

The U.S. market RX 350 (since 2004) occurs in the city of Cambridge, Ontario, Canada, and is the first Lexus plant outside Japan. In addition to the Tahara plant, Lexus vehicles were produced in Araco, Kanji (Iwate), Kanji (Kanto Jidosha) Katashiki, and the Kyushu plant in Japan. In 2008, most sedans and SUV production takes place in Japan at the plant in Tahara, Aichi, Chubu Region, and Kyushu (Miyata), a plant in Fukuoka, Kyushu.

Service

Lexus has become known for efforts to project an image of luxury, even if the service after the sale. Waiting Room Service departments are full of amenities such as refreshment bar, internet access, indoor putting green and accessories store. Lexus Car Dealers typically borrow free of charge and free car washes, and some added on-site cafes and designer boutiques. The service bays are typically lined with large windows, allowing customers to watch the maintenance of their vehicles. Follow-up studies to Lexus owners can use to evaluate their experience.

To improve customer service, some Lexus dealerships have sent their employees for training in service-oriented establishments such as department stores Nordstrom and Ritz-Carlton. Lexus has also added an additional owners privilege ": the use of exclusive parking at major sporting venues, entertainment venues and shopping malls, reserved only for Lexus vehicles.

Since 2002, Lexus has scored consecutive top scores Auto Express and the 76 000 respondents, the Top Gear customer satisfaction surveys in the United Kingdom. Lexus has also repeatedly exceeded the 79,000-respondent, JD Power customer service index, and the Luxury Institute in New York, United States, studies on the strength of the standards of customer service and product satisfaction, Lexus enjoys a of the highest customer retention rates in the industry.

Lexus customer service efforts early days with the "Lexus Covenant," its founding promise which states that "Lexus treat each customer as we would a guest in our house." This commitment was tested in early 1989, when Lexus ordered the withdrawal of all 8,000 vehicles sold, according to two separate security issues with both cars for different customers. One trader said: "The company does not run and hide" and instead launched a sweeping operation. Instead of asking owners to visit dealers, Lexus sent technicians in the coming weeks to collect, repair and return the cars to customers in LS, even flying in personnel and rental shop owners in remote areas. The executive director of U.S. operations for Lexus, said, "We have seen this as an opportunity to strengthen our relationship with the client from the beginning."

In the U.S., Lexus offers a four-year or 50,000 million (80,000 km) of basic and six years or 70.000 million (110,000 km) powertrain / rust warranty. Lexus Certified Pre-Owned program, among the first in the automotive industry (begun in November 1993) are equipped with a 161 point inspection of vehicles and preowned one kilometer of three years or 100,000 (160,000 km) warranty. In 2005, Lexus Financial Savings Bank in collaboration with U.S. Bank launched the Lexus Pursuits Visa Card. Lexus Magazine features articles in the automotive and lifestyle and is published quarterly.

Motorsport

Lexus has entered the field of motorsport in 1999 when his unit running, Team Lexus, set of two GS 400 race vehicles in the Motorola Cup North American Championship Street Stock. In the 1999 season his team won the first Lexus its first victory with his sixth race at Road Atlanta. This year, Team Lexus also attained four podium finishes in nine races and held two antecedents. Led by SCCA and IMSA driver Chuck Goldsborough, Team Lexus led to another victory, two podium finishes and three top-five in 2000. Team Lexus ranked third in the Manufacturers' Championship this year, each GS 400 race achieving the top ten results.

In 2001, Team Lexus capitalized on the debut of the first generation Lexus IS by entering three 300S is in the famous Grand-Am Cup (now run by the Grand American Road Racing Association). In 2002, the team won the Lexus Championship Drivers and Team Championship with nine podium finishes, and a sweep of top three finishes at Le Circuit Mont Trebla in Quebec, Canada. In 2003, Team Lexus four pole positions, six podium finishes, two track records at Daytona 24 and Mosport, and a win at Homestead-Miami.

Lexus has also participated in the endurance race, including the Rolex 24 Hours of Daytona, sanctioned by the Grand American Road Racing Association. After entering the Rolex Sports Car Series in 2004, Lexus has won over 15 Rolex Series races event. In 2005, Lexus was runners-up, and in 2006 won the championship. Although Toyota has won this prestigious race in the past, was the first time that its luxury arm emerged victorious. In 2007, six Lexus-powered Daytona prototypes were entered in the Rolex 24 Hours of Daytona event at Daytona International Speedway. Lexus was the repeat winner of the event with a Lexus-Riley prototype driven by Scott Pruett, Juan Pablo Montoya and Salvador Durán of Chip Ganassi Racing ended the first Lexus-Riley prototype also won three of the top ten. In 2008, Lexus won its third straight victory at Daytona.

After the release of the Lexus brand in the Japanese domestic market in 2005, four cuts recorded in the SC 430 Super GT series in the GT500 class. In the first race of the series in 2006, SC 430 took the checkered flag, and driver Juichi Wakisaka and Andre Lotterer run to capture the SC 430 GT500 championship for that year. In 2007, won one second in the race SC 430 GT500 first round. In 2006, led a hybrid Lexus for the first time in a GS 450h hybrid sedan, the performance in the Tokachi 24-hour race in Hokkaido, Japan. Lexus GS 450h in Canada in the 2007 Targa Newfoundland event.

Brand F

Main article: Lexus F

In December 2006, the Lexus brand new division F. "F" refers to the Fuji Speedway in Japan, where the first corner, 27R, inspired by the shape of "F" emblem. The first vehicle badged F, Lexus IS F, which then created the North American International Auto Show in January 2007. The media have suggested that the IS F sedan would be followed by a GS sedan and the Lexus IS F F coupe. A former internal adjustment efforts, the TRD-based L-Tuned, had offered performance packages on the GS sedan and is in the early 2000s.

The IS F is for rivals Mercedes-Benz AMG and BMW's M division. Historically, earlier versions of CS and GS models have received positive feedback from buyers of luxury sport, while other Lexus models have been characterized as favoring comfort at the expense of sports performance. Reviewers of the car also have given some of the German brand to rival Lexus high road feel and handling, particularly when tested on the track. The F line of the brand was seen as an effort to further improve the performance of Lexus references.

In 2007, the Lexus IS F entered the Association of Specialty Market 2007 team (EMS), which offers a line of accessories factory sanctioned performance in conjunction with the launch of its brand division of F.

Strategy Division

Vehicle development

More info: Lexus LF

Lexus strategic intentions are implicit in its LF series concepts are elements that reflected in the form of production (including the 2003 LF-S and LF-C 2004). LF series concepts include advanced instrumentation, multiple driver selected vehicle configurations, hybrid / experimental powertrains, and unconventional interface design driver. Takeshi Yoshida Lexus management has also stated Lexus plans to produce future models of production platforms dedicated to using more than Lexus, as is the case for the flagship LS. The entry-level Lexus ES, in particular, had been reprimanded for being too similar to the Toyota Camry, its shared platform cousin, both in style and design of the propulsion system.

According to the head of division, Lexus plans to introduce Lexus Hybrid Drive Lexus line-up for each vehicle, catering to the needs and calculations of carbon pollution and oil dependency. The advent of Lexus Hybrid is touted by Lexus officials of a strategy to raise the profile of the Lexus in more general understanding of the competing Mercedes-Benz, Audi, BMW and Jaguar brands. The new Lexus models including the development of convertibles, crossovers, hybrids and dedicated. Lexus prototypes have been spotted testing on the Nürburgring test track in Germany.

Market position

Future position of the brand Lexus' reputation in the luxury market requires pricing strategies. Success Lexus in the United States because of perceived higher quality and lower prices than the competition, which has allowed Lexus to attract customers to upgrade mass-market car. More reliable than the Lexus reputation than its competitors has been seen as primarily the sales factor. However, a lot of luxury buyers (classified as more than U.S. $ 100,000), this could have implications for the Lexus brand grew up in an image business, which competes at the top of the luxury market, where competitors offer a graph- topping flagship vehicles. In response to the latest Lexus models are expected to rise in the price sticker in order to more accurately reflect their European competitors, with top models like the LS 600h L is the first to reach the ultra-luxury barrier.

In addition, analysts said Lexus relative newcomer status in the luxury market, compared to the legendary reputation of its European rivals, as a limiting factor for its initial sales acceptance in global markets. Rivals Mercedes-Benz, BMW and Porsche have stressed their decades of heritage and genealogy in an effort to promote their products, while the reputation since its inception, "Lexus is mainly based on perceived product quality and history common its parent company, Toyota. The characteristics of the built heritage over many years, and pedigree, are regarded by some commentators as a challenge for Lexus, although their impact is debated. Finally, several analysts have suggested that Lexus will develop their own assets over time by investing in technological innovation and production of major products.

Popular culture

Several ideas on the future of Lexus car design have appeared on the film. In 2002, Lexus requested by Steven Spielberg, who owns a Lexus, to design a car that would meet the needs of the year 2054 for his movie Minority Report. Designers working with Lexus came up with an advanced vehicle that ran on fuel cells and has many advanced security features, including a crash-proof structure and biometric security systems. (Lexus concept car also appears kinematics on the island, but it is colored blue, not red). A Lexus film tie-in site proposed a future Lexus would itself lead to dinner orders verbally, and select music to match occupant moods. The 2054 Lexus later appeared at several auto shows and public events.

The term "the Lexus of ..." has also entered the cultural lexicon as a description of a high-end product, or a premium brand manufactured by a vendor public. For example, in 2006 Dell announced a range of premium computer, calling it "the Lexus of our range." Another example of comparisons include "the Lexus of phones" or "the Lexus of space stations," among others . Late night comedian Jay Leno, the first time the term "Lexus-industrialized" for his columns in Popular Mechanics car, a term generally used to describe the approach of the Lexus luxury car. Despite the official plural form Lexus Lexus of fairness, the public has also made its own derivative (the derivative being the most popular "Lexi"). The New York Times columnist Thomas Friedman cited Lexus as an example of efforts for progress and development in his best-selling 1999 book, The Lexus and the olive tree.

In the UK, the flagship LS 430 was introduced in the BBC drama Spooks spy Lexus models have also been in Coronation Street ITV, the BBC's Judge John Deed, and other programs. Lexus GB models saw a sales increase after having been seen in ITV footballers 'wives'. In 2002, comedian Steve Coogan is Alan Partridge BBC fictional character replaced with a Rover 200, calling it the "Japanese Mercedes" and one of many "Lexi," the superficial character was seen as detrimental to the image of the brand. In 2004, several hip hop artists, including Jay-Z (on the song "Is not No Nigga") and Kanye West ("Jesus Walks") mentioned in the Lexus his songs, an endorsement which Top Gear host Jeremy Clarkson suggested add street credibility of the brand.

The introduction of Lexus hybrids have gained more media attention thanks to celebrity RX 400h owners such as Dustin Hoffman, Diane Keaton, and Holly Hunter, who was among the early adopters of the Lexus Hybrid Drive technology. Politicians in Britain and Ireland Lexus hybrids, with public institutions. In Monaco, Prince Albert II purchased an LS 600h and advocated the adoption of hybrid tax credits.

Classifieds

Lexus has always used the reason of his television commercials in the United States. The ads are often told by the film and television actor James Sloyan (which has a voice, "said Lexus' since 1989) and there are vehicles that do tricks unusual on the screen. The first decade of ads (1989-1999) consisted mainly disjunctive narrative descriptions as "ruthless", "tracking" and "perfection", when vehicles have been used to claim superiority in braking, handling, minimum, and the inner peace and comfort of the camera. The new ads have become somewhat 'more descriptive, sometimes filled with descriptions of new features, or narration of events on the screen. Spot Lexus, but a consistent pattern, it is sometimes referred to as competitors Infiniti and Acura, which is also used as a celebrity dubbing (Jonathan Pryce, until 1997, and James Spader in 2005, respectively), but similar visual signals to the public on vehicle characteristics and crafts. In 2008, Lexus continues to advertise their leases, while other brands of focus more on long-term financing.

Sponsorship

Since 1989, the annual Lexus Champions for Charity golf has collected more than $ 100 million for charitable causes. Golf series begins with over 190 local golf tournaments in the United States, leading to a three-day championship tournament at Pebble Beach. Lexus was also the main sponsor of the U.S. Open tennis tournament, a Grand Slam event since 2005, giving a GS sedan (and later, the IS F), male and female winners of two games, and providing transport player. In January 2007, Lexus became the first automotive sponsor of the United States Golf Association, the U.S. Open, U.S. Women 's Open, U.S. Senior Open and U.S. Amateur tournaments. Other Lexus sponsorship vary from region (see examples in the Lexus Cup in Singapore and Australia, and the Lexus Song Quest Song Contest in New Zealand). Lexus has also signed jojen with pro athletes Andy Roddick, Annika Sorenstam is Peter Jacobsen.