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Lexus luxury car division of the storm

Toyota Motor Corp., the Lexus luxury car division in 1989, but the project was completed in 1983. The president of Toyota Motor Corporation, at a time Ejji Toyoda, and it is expected that the number of cars that are in competition with other luxury brands . Toyoda its principal officers and a simple question. I wonder if Toyota is capable of a luxury car to challenge the best luxury cars on the market. This project is in the process of secrecy and code names of F1 (a number of flagship + vehicles).

The project lasted about five years, and, apparently, a complete success. The first of a new line of luxury until he was 400-LS Model 1989, the LS 400 the pioneers that sales of cars of luxury "Lexus at the top of the world. Toyota Lexus, in 68 countries and territories worldwide. It is interesting that Toyota Lexus does not impose on the Japanese market until 2005, when the Lexus cars have been fully there until 2003, when the factory for Lexus RX 300 in Ontario, Canada.

Since the launch of the LS 400 sedan in 1989, Lexus, in its popular line of vehicles to another saloon, a coupe, convertible and SUV models. Prior to 2005, hybrid lines were times Lexus.

Thinking and attention to detail went into each stage of planning for the new division of Toyota, and image consulting firm Lippincott and Margulies had to maintain a list of possible names for the new line. The first sentence contains a list of companies from 219 potential monikers. Variants of names: Alexis, Caliber, Chaparel, Vectra and Verona. Alexis was a pioneer, but was changed to a Lexus as a combination of the words "luxury" and "elegance."

How the market will be a launching pad for a new line of luxury and a team of designers to decide your target audience to determine exactly what will be attractive in a luxury car. To this end, several F1 designers have rented a house in Laguna Beach in California to observe first-hand about the lives and tastes of the upper middle class car buyers. This study has Toyota came to the conclusion that different from the name of Toyota it would be better to introduce a new line of luxury on the market. Another part of the new exclusive distributor of Lexus, has been developed for the U.S. market.

In January 1989, the new Lexus LS 400 was the North American International Auto Show in Detroit, Michigan. In September this year, a new luxury car went out of the sale for the first time.

A success from the outset, the new Lexus LS400 sold 63,594 cars in the first year. In 1991, Toyota achieved its goal, and the new Lexus line has claimed the title as the best luxury cars in the United States.

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