Under this brand produces cars Class "luxury" company Toyota Motors Corporation. Initially, they were focused on the US market, and that the main focus is to this day. The idea of ​​the expansion of "luxury" market share leadership originated from Toyota in the early 80s. Work began in 1983. However, the Japanese gave perfectly aware of the fact that their cars are perceived in the West as the only practical and reliable, but is not at all as the most prestigious. Since the creation of the new brand was the best solution.

  In an atmosphere of deep secrecy it was launched the so-called "Project F1» (from «Flagship №1» reduction - "Flagman №1»). Beneath it was developed exclusively prestigious rear-wheel drive car that can compete in its class American and European models.

  The most original is that while other Japanese companies are beginning to act in the same direction: Honda launches the 1986 Acura, Nissan in 1989 labored Infiniti. I am trying to keep up with them, and the Mazda, working on brands Amati Xedos US and Europe, which were to be launched in 1993 (for a number of reasons some of this did not happen).

  The result of effort Toyota engineers in July 1985 appeared the car Lexus LS 400. For several years he was held "run" on the roads of Europe and America. Errors were unacceptable and a luxury model passed the most severe tests, modifying and improving. The general public it presented only a few years later - January 2, 1988. At the same time he was presented and a new brand with its logo. Promotion and development of its engaged renowned agency Saatchi & Saatchi. According to the generally accepted legend, the word «lexus» - is a modified Latin word «luxus» ( «luxury, splendor"). According to another equally reliable information, the brand name was born from the union of the words «luxury» and «elegance». In total, from the Toyota was involved several thousand people and spent about a billion dollars.

  Sales of Lexus LS 400 began in September 1989. Outwardly, this machine is much more like their European or American counterparts, rather than the "Japanese". It was originally developed and this, for obvious reasons. Originally sale brought only disappointment. They went quite sluggish, and technical problems could not be avoided - had to withdraw about 8000 already sold cars due to defects in the wiring. But not a bad start ruined the new brand. 16 thousand vehicles were sold for the year 1989. This model is not "hold out" even before the level of the same Mercedes, but it was more accessible and has an excellent controllability.

  Later followed by other models, more or less successful. Some of them were awarded fairly prestigious awards. But the most important thing is that the brand has become a respected and gained recognition. Today the range of companies represented already several models, including the SUV. Many half-jokingly half seriously called Lexus «Japanese Mercedes." These cars are sold almost everywhere. And since 2005 are available on the domestic Japanese market.

Like a page? Share in the social. networks:

Time Online