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Toyota’s premium automobile subsidiary, Lexus, is a division of the Japanese manufacturer Toyota. The Lexus brand is sold in more than 70 countries and territories throughout the world, and it is Japan’s best-selling premium automobile brand. In terms of market value, it is one of the top ten Japanese worldwide brands. The Lexus headquarters are located in Nagoya, Japan. Brussels, Belgium, and Plano, Texas, United States, have operational centers.

Lexus arose from a corporate initiative to produce a new premium sedan, code-named F1, that began in 1983 and concluded in the debut of the Lexus LS in 1989, about the same time as Japanese competitors Honda and Nissan launched their Acura and Infiniti luxury divisions, respectively. Following that, the division expanded to include sedans, coupés, convertibles, and SUVs.

Lexus was not a brand in Japan until 2005, and all Lexus vehicles sold globally between 1989 and 2005 were sold in Japan under the Toyota badge with a similar model designation. A hybrid version of the RX crossover was introduced in 2005, and other hybrid vehicles were eventually added to the division’s inventory.

The IS F sport sedan debuted in 2007, followed by the LFA supercar in 2009. Lexus introduced its own F marque performance division in 2007 with the debut of the IS F sport sedan, followed by the LFA supercar in 2009.

Lexus automobiles are mostly manufactured in Japan, with production concentrating in the Chbu and Kysh areas, namely at Toyota’s Tahara, Aichi, Chbu and Miyata, Fukuoka, Kysh facilities. The first Lexus constructed outside of Japan, the Canadian-built RX 330, commenced production in 2003. Lexus began running its own design, engineering, and production facilities after a company restructure from 2001 to 2005.

Lexus has expanded sales outside of its major market, the United States, during the 2000s. In 2005, the division opened its first dealerships in the Japanese domestic market, making it the first Japanese luxury automobile brand to do so. Since then, the brand has made appearances in Southeast Asia, Latin America, Europe, and other parts of the world, as well as introducing hybrid cars in a number of countries.

In May 1985, Toyota researchers traveled to the United States to conduct focus groups and market research with premium buyers. Several F1 designers rented a property in Laguna Beach, California, at that period to examine the habits and tastes of upper-class Americans. Meanwhile, F1 technical teams tested prototypes on everything from the German autobahn to American highways.

After doing market research, Toyota determined that a distinct brand and sales channel were required to introduce its new sedan, and preparations were developed to establish a new network of dealerships in the United States.

Toyota’s long-running advertising firm, Saatchi & Saatchi, created Team One in 1986 to manage marketing for the new brand. Vectre, Verone, Chaparel, Calibre, and Alexis were picked as top choices after a list of 219 names was compiled by image consulting company Lippincott & Margulies.

While Alexis swiftly rose to the top of the leaderboard, there were fears that the name may be applied to people rather than automobiles (being associated with the Alexis Carrington character on the popular 1980s prime time drama Dynasty). As a consequence, the initial letter was dropped and the I was substituted with a “u,” resulting in Lexus.

According to etymological theories, the Lexus name is a mix of the terms “luxury” and “elegance,” and it is an abbreviation for “luxury exports to the United States.” The brand name has no special meaning, according to Team One interviews, and merely implies a rich and technical image. Prior to the delivery of the first automobiles, database company LexisNexis secured a temporary restraining order prohibiting the use of the Lexus brand due to the risk of product misunderstanding.

The preliminary injunction threatened to put the division’s debut and marketing plans on hold. The injunction was removed by a US appeals court, which determined that there was minimal chance of misunderstanding between the two items.

“The Relentless Pursuit of Perfection” became the original Lexus motto when Team One officials visited Lexus designers in Japan and observed an obsessive attention to detail. Saatchi & Saatchi, Molly Designs, and Hunter/Korobkin, Inc. were all engaged in the final phase of logo creation.

The Lexus logo font came from Saatchi & Saatchi, and the “L” was designed by Hunter/Korobkin, Inc. The final logo was a blend of two businesses’ final designs: the Lexus logo typeface came from Saatchi & Saatchi, and the “L” was designed by Hunter/Korobkin, Inc. Toyota claims to have made certain tweaks to the emblem to make it easier to manufacture, utilizing a mathematical formula to do so. In 1988, during the Chicago, Los Angeles, and New York car shows, the first teaser advertising incorporating the Lexus name and emblem emerged.

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