LEXUS (Luxury Export United States), the origin

Lexus, the luxury car brand known for its sophistication, performance, and reliability, has a fascinating history that dates back to the 1980s and 1990s. As a subsidiary of the automotive giant Toyota, Lexus has positioned itself as one of the leading luxury vehicle brands in the world. This article explores the origins of Lexus, its initial development, and how it has become a symbol of excellence in the automotive industry.

The Beginning: The F1 Project

The origin of Lexus lies in an ambitious secret project by Toyota known as the “F1 Project,” which began in 1983 under the direction of Toyota President Eiji Toyoda. The goal was clear and challenging: to develop a luxury sedan that could compete directly with the world's best cars, particularly German brands like Mercedes-Benz and BMW.

Eiji Toyoda assembled a team of engineers, designers, and marketing experts to work on this project. Over the next few years, more than 1,400 engineers and 2,300 technicians, along with numerous designers and support staff, dedicated themselves to creating the perfect vehicle. The result of this effort would be the Lexus LS 400.

The Birth of Lexus

In 1989, after years of development and exhaustive testing, the Lexus LS 400 was unveiled to the public at the North American International Auto Show in Detroit. This luxury sedan impressed the audience with its combination of performance, comfort, and advanced technology. The LS 400 featured a 4.0-liter V8 engine that offered a smooth and powerful drive, along with an interior designed for maximum comfort and luxury.

Simultaneously, Toyota created the Lexus brand, derived from the phrase “Luxury Export United States,” although this is more of an urban legend, as the brand does not actually have a specific acronym. The name was chosen to reflect the premium nature of the vehicles and to establish an identity independent of the Toyota brand.

Market Entry

The launch of the Lexus LS 400 in September 1989 marked the beginning of a new era for Toyota in the luxury market. Initially, Lexus focused on the US market, where the demand for luxury vehicles was booming. Priced at $35,000, the LS 400 offered impressive value compared to its German competitors, quickly capturing the attention of consumers and the specialized press.

Expansion and Evolution

After the initial success in the United States, Lexus began expanding into other international markets during the 1990s. The brand introduced a range of additional models, including sedans, SUVs, and hybrid vehicles, to attract a broader customer base.

Lexus also stood out for its focus on customer satisfaction and service quality. Lexus dealerships were designed to offer a superior buying and service experience, with top-notch facilities and highly trained staff.

Innovation and Technology

Over the years, Lexus has continued to innovate in terms of technology and design. It was one of the first luxury brands to offer hybrid vehicles, starting with the RX 400h in 2005. Additionally, it has incorporated advanced safety and driver assistance technologies, such as the Lexus Safety System+.

Lexus has come a long way from its beginnings in the F1 Project to becoming one of the most respected and successful luxury car brands in the world. Its commitment to quality, innovation, and customer satisfaction has cemented its reputation as a manufacturer of exceptional vehicles. Today, Lexus remains synonymous with luxury, performance, and reliability, continuing the original vision that inspired its creation over three decades ago.