Lexus – a worthy competitor to BMW and Mercedes
The well-known Lexus brand appeared relatively recently – in 1983, under the leadership of the Toyota Motor Corporation from Japan. The daughter of the company Toyota specialized in the production of premium cars for fans of comfort and luxury. An ambitious brand from Japan can compete with premium sedans from Europe (Jaguar, Mercedes-Benz, BMW), in particular, in the eastern territories of our country.
In 1983, Toyota conceived in the North American market to bite off some of the profits in the luxury car segment from BMW and Mercedes-Benz. The name “Lexus” was coined and the activity began to boil. The first car the audience saw in 1989. Currently, we can conclude that the concept was initially successful. Following Toyota, Honda (Acura) and Nissan (Infiniti) did the same. Lexus only came to Europe. In 1999. From reliable sources it became known that Toyota has previously tested all the advanced technologies on modifications of the domestic market, and after that, the most worthy deserve the right to be called Lexus and be sold to everyone else. For this reason, doubles of most Lexus models can be found in Japan..
The decision of the Japanese company manager Eiji Toyoda to develop a car for the representative segment of branded production was caused by a steady increase in the market for luxury cars in the early 80s. Toyota at that time had strong sales in the United States, which is why the automaker could not do anything. In 1983, a fundamentally new model was developed. A study by marketers showed that in the minds of American consumers, the Toyota brand is associated with low-cost pickups. It was decided to name the luxury brand LEXUS, the appearance of which is prescribed for the combination of the words LUXURY (translated as “luxury”) and ELEGANCE (translated as “elegance”). The brand name perfectly communicates the image of technology and prestige. The creation and development of the Lexus brand was placed on the shoulders of the advertising agency Saatchi & Saatchi since the end of the 80s.
The first Lexus LS 400 was created by thousands of designers, engineers, marketers and other professionals. Serial production started in 1989 at the Tahara enterprise. At the beginning of the 90s, the Lexus SC 400 luxury sports car added to the model line of the brand, which set in motion a four-liter engine under the hood.
In 1993, journalists captured the debut of the Lexus GS 300 luxury sedan at the Frankfurt Motor Show. Only in 1996 the first SUVs of this brand appeared. It refers to the Lexus LX 450 – a luxury version of the Toyota “Kruzak”. In terms of sales, Land Rover Range Rover model overtook for several months. In 1999, the start of sales of the notorious Lexus IS 200 model.
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