Lexus facts for kids
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| Division | |
| Industry | Automotive |
| Founded | 1989 |
| Founder | Eiji Toyoda |
| Headquarters | Nagoya, Japan |
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Area served
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Worldwide |
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Key people
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| Products |
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| Brands | F marque |
| Services | Automotive financing |
| Parent | Toyota Motor Corporation |
Lexus (レクサス, Rekusasu) is the fancy car brand of the Japanese car company Toyota Motor Corporation. Lexus cars are sold in over 90 countries around the world. It is Japan's top-selling brand for luxury cars. Lexus is also one of the top 10 most valuable Japanese brands globally. Its main office is in Nagoya, Japan. Other important offices are in Brussels, Belgium, and Plano, Texas, United States.
Lexus started around the same time as other Japanese car makers, Honda and Nissan, created their own luxury brands, Acura and Infiniti. Lexus began with a secret project called F1 in 1983. The goal was to build a brand new, high-quality sedan. This project led to the launch of the Lexus LS in 1989. Since then, Lexus has added many types of cars, including sedans, coupes, convertibles, and SUVs.
Before 2005, Lexus cars were not sold under the Lexus brand in Japan. They were sold as Toyota models there. In 2005, Lexus launched its first hybrid car, the RX crossover. More hybrid models followed. In 2007, Lexus also started its special performance division, the F marque, with the IS F sport sedan. The amazing LFA supercar came out in 2009.
Most Lexus cars are made in Japan, mainly in the Chūbu and Kyūshū areas. Toyota's Tahara and Miyata factories are key production sites. The first Lexus made outside Japan was the RX 330, built in Canada starting in 2003. From 2001 to 2005, Lexus became more independent. It started its own design, engineering, and manufacturing centers.
Since the 2000s, Lexus has sold more cars outside the United States, which was its biggest market. In 2005, Lexus opened its own car dealerships in Japan. This made it the first Japanese luxury car brand to launch in its home country. The brand has also started selling cars in Southeast Asia, Latin America, Europe, and other places. It has also brought its hybrid cars to many markets.
The History of Lexus Cars
How the F1 Project Started in the 1980s
The Lexus brand was created when Japanese car companies like Nissan and Honda also launched their luxury brands, Infiniti and Acura. The Japanese government had rules about how many cars could be exported to the U.S. market. This made it more profitable for Japanese carmakers to sell more expensive cars there.
In 1983, Toyota's chairman, Eiji Toyoda, gave a challenge: build the best car in the world. This project was called F1, which stood for "Flagship One." The goal was to create the Lexus LS 400. This car would help Toyota sell cars in the luxury market. The F1 project came after Toyota's sports car, the Toyota Supra, and the luxury Toyota Mark II models.
At that time, Toyota's biggest luxury car was the Toyota Century. It was a special, hand-built limousine for Japan. The F1 designers wanted their new car for international markets. They started working on a new V8 engine for it.
In 1986, Honda launched its Acura brand in the U.S. This influenced Toyota's plans for a luxury division. Nissan also announced its plans for the Infiniti brand in 1987.
Toyota researchers visited the U.S. in 1985. They talked to luxury car buyers to understand their tastes. F1 engineers tested car prototypes in places like the German autobahn and U.S. roads. Toyota realized they needed a separate brand and dealerships for their new luxury car.
How the Lexus Brand Name Was Chosen
In 1986, Toyota's advertising agency, Saatchi & Saatchi, created a special team called Team One. This team was in charge of marketing the new brand. They hired a company to help find a name. They came up with 219 possible names. Some top choices were Vectre, Verone, Chaparel, Calibre, and Alexis.
Alexis was a favorite, but people worried it sounded too much like a person's name. So, they changed it by removing the first letter and changing the "i" to a "u." This created the name Lexus.
Some people think Lexus combines "luxury" and "elegance." Others thought it meant "luxury exports to the U.S." But according to Team One, the name Lexus doesn't have a specific meaning. It just sounds luxurious and high-tech.
Before the cars were released, a company called LexisNexis tried to stop Lexus from using the name. They thought it might cause confusion. But a U.S. court decided there was little chance of confusion.
The first Lexus slogan was "The Relentless Pursuit of Perfection." This came from seeing how much attention to detail Lexus designers had in Japan. The Lexus logo was a mix of designs from two companies. Toyota refined it to make it easier to produce. The first ads for Lexus appeared at car shows in 1988.
The Launch of Lexus Cars
The F1 project finished in 1989. It involved 60 designers, 24 engineering teams, 1,400 engineers, and over $1 billion in costs. The car they created was the Lexus LS 400. It had a new 4.0 L V8 engine and rear-wheel drive. This car was completely new and didn't share parts with older Toyota vehicles.
The LS 400 was shown in January 1989 at a car show in Detroit. Sales officially started in September at 81 new Lexus dealerships in the U.S. The LS 400 was sold alongside the smaller ES 250. The ES 250 was a version of the Japanese Toyota Camry Prominent/Toyota Vista. A big advertising campaign launched with Lexus.
People praised the LS 400 for being quiet, having a comfortable interior, good engine power, and high quality. It also had good aerodynamics and fuel economy. However, some thought its styling was too plain. It was priced against mid-size Mercedes-Benz and BMW cars. Car and Driver magazine even said it was better than the more expensive Mercedes-Benz and BMW models.
Lexus quickly gained loyal customers. Its launch surprised other luxury car brands. BMW and Mercedes-Benz saw their U.S. sales drop. Many Lexus buyers traded in their Lincoln or Cadillac cars.
In December 1989, Lexus recalled 8,000 LS 400s because of two complaints about wiring. Lexus fixed the cars for free. They even picked up, repaired, and returned cars to customers. This quick response helped Lexus build a strong reputation for great customer service.
By the end of 1989, Lexus sold 16,392 LS 400 and ES 250 sedans. This met their goal for the year. After these first models, Lexus planned to add a sports coupe and a new ES sedan.
Lexus Grows in the 1990s
In 1990, its first full year of sales, Lexus sold 63,594 cars in the U.S. Most of these were the LS model. Lexus also started selling cars in the United Kingdom, Switzerland, Canada, and Australia. In 1991, Lexus launched its first sports coupe, the SC 400. It used the same V8 engine and rear-wheel drive as the LS 400. Then came the second-generation ES 300 sedan, which became Lexus' best-seller.
By the end of 1991, Lexus was the top-selling imported luxury car in the U.S., with 71,206 vehicles sold. That year, Lexus ranked highest in studies for car quality and customer satisfaction. Lexus also started raising its prices, but they were still lower than high-end European models.
In 1993, Lexus launched the mid-size GS 300 sports sedan. It was based on the Toyota Aristo, which had been sold in Japan for two years. The GS 300 was priced below the LS 400. That same year, Lexus started one of the first programs for selling certified used cars. This helped improve the value of trade-in cars. The second-generation LS 400 came out in 1994.
In 1996, Lexus introduced its first SUV, the LX 450. This was followed by the third-generation ES 300 sedan and the second-generation GS 300 and GS 400 sedans in 1997. Lexus then added the first luxury crossover SUV, the RX 300, in 1998. The RX crossover was for buyers who wanted a luxury SUV but didn't need strong off-road abilities. It became very popular, even outselling the ES sedan.
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In 1999, the IS was introduced as an entry-level sport sedan. Lexus also sold its 1 millionth vehicle in the U.S. market. It became the top-selling luxury car maker in the U.S. overall.
Lexus Goes Global in the 2000s
In 2000, Lexus launched the IS 300 in North America and the third-generation LS 430. In 2001, the first convertible, the SC 430, was introduced, along with a redesigned ES 300. The GX 470 mid-size SUV came out in 2002, followed by the second-generation RX 330 in 2003. The next year, Lexus sold its 2 millionth car in the U.S. It also launched the first luxury hybrid SUV, the RX 400h. This car used Toyota's special hybrid system, combining gasoline and electric motors.
In 2005, Lexus became fully separate from Toyota. It had its own design, engineering, and manufacturing centers. This happened as Lexus launched in Japan and expanded globally, including in China. Lexus wanted to sell more cars outside the U.S. For this, new Lexus cars were designed as "global models" for worldwide release.
Lexus arrived in the Japanese market in July 2005. This was the first time a Japanese luxury car brand launched in its home country. New LS, IS, ES, GS, and RX models became available in Japan. This meant that Toyota models like the Celsior and Altezza were no longer sold there. Lexus models in Japan had more features and higher prices.
In the mid-2000s, Lexus had great sales in South Korea and Taiwan. It became the top-selling imported brand in both markets in 2005. Lexus also sold well in the Middle East and Australia. By 2006, Lexus planned to expand from 68 to 76 countries by 2010. This led to launches in Malaysia, South Africa, Indonesia, Chile, and the Philippines.
Hybrid and F Models
In 2006, Lexus started selling the GS 450h, a V6 hybrid performance sedan. It also launched the fourth-generation LS line. This included V8 models (LS 460 and LS 460 L) and hybrid versions (LS 600h and LS 600h L). The fifth-generation ES 350 also came out that year. The LS 600h L became the most expensive sedan ever made in Japan. By the end of 2006, Lexus sold 475,000 cars worldwide.
In January 2007, Lexus announced its new F marque performance division. This division would make racing-inspired versions of its cars. The IS F debuted at the 2007 North American International Auto Show. A concept car, the LF-A, was also shown.
In October 2007, Lexus entered a car show in the U.S. for the first time with the IS F. It also announced its F-Sport performance trim level. This was an effort to compete with Mercedes-Benz's AMG and BMW's M divisions. By the end of 2007, Lexus sold over 500,000 cars worldwide. It became the top-selling luxury import in China for the first time. The biggest sales markets were the U.S., Japan, the UK, China, Canada, and Russia.
In 2008, during the late-2000s recession, global sales fell by 16 percent to 435,000 cars. In 2009, Lexus launched the HS 250h, a hybrid sedan for North America and Japan. It also released the RX 450h, a second-generation hybrid SUV. Later that year, the very expensive LFA exotic coupe debuted. By the end of the decade, Lexus was the fourth-largest luxury car brand in the world. It was also the number one selling luxury car brand in the U.S. for 10 years in a row.
Recent Developments: 2010s–2020s
In 2010, Lexus sales slowly recovered in North America and Asia. The brand focused on adding hybrids and new car models. Sales in the U.S. stayed steady despite the 2009–2010 Toyota vehicle recalls, which included some Lexus models. Toyota faced a lot of negative attention for its recalls.
In late 2010 and early 2011, Lexus started selling the CT 200h. This was a small, four-door hybrid hatchback designed for Europe. Sales of smaller, regional models also grew. In March 2011, the Tōhoku earthquake and tsunami in Japan greatly affected Lexus' production. This hurt the brand's sales.
In 2011, Lexus' sales in the U.S. dropped by 14 percent. However, sales increased by 40 percent in Europe and 27 percent in Japan. Lexus' 11-year streak as the best-selling luxury brand in the U.S. ended that year. BMW took the top spot, followed by Mercedes-Benz.
Toyota chairman Akio Toyoda promised to make Lexus more exciting and independent. He said, "...back then we did not regard Lexus as a brand, but as a distribution channel." Now, Lexus managers report directly to the chairman.
In January 2012, Lexus began selling the fourth-generation GS line. This included GS 350 and GS 450h models. A smaller GS 250 model was also available in some markets. In April 2012, the sixth-generation ES line, including ES 350 and ES 300h, debuted at the New York International Auto Show.
In April 2014, Lexus showed the five-seater NX crossover. This car was the first Lexus vehicle to have a turbocharger. In August 2014, Toyota announced it would cut Lexus spare parts prices in China by up to 35 percent. This was due to an investigation by Chinese regulators into high prices for car parts and service.
In March 2016, Lexus announced a new flagship car: the two-door LC 500. This car would have a V8 engine with 467 horsepower. A V6 hybrid version, the LC 500h, was also planned.
In April 2019, Lexus announced that a luxury version of the Toyota Alphard minivan would be sold as the Lexus LM. Lexus also said it would finally enter the market in Mexico in 2021. In October 2019, Lexus announced its first all-battery electric vehicle would launch in 2020.
How Lexus Works
| Regional sales, 2011 | Units |
|---|---|
| Japan | 42,365 |
| China | 56,303 |
| Europe | 43,637 |
| United States | 198,552 |
| Type production, 2010 | Units |
| Passenger vehicles | 205,070 |
| Crossover SUVs | 159,560 |
| Hybrid vehicles | 66,226 |
| Line production, 2010 | Units |
| Japan production | 283,012 |
| Canada production | 81,618 |
| Total | 364,630 |
Lexus Operations Around the World
Lexus International manages all of Toyota's luxury car operations worldwide. Its main office is in Nagoya, Japan. Lexus also has divisions for sales, marketing, and product planning. Even though it's separate from Toyota, Lexus International reports directly to Toyota's CEO, Akio Toyoda.
In the U.S., Lexus operations are managed by the U.S. Lexus division in Plano, Texas. In Europe, Lexus Europe manages operations from Brussels. Lexus also has design centers in Southern California and central Japan. The main design studio for Lexus models is in Toyota City, Japan.
Lexus sales operations are different in various regions. In many markets, like the U.S., dealerships are separate businesses. They own and run their own Lexus showrooms. But in Japan, Lexus owns and operates all 143 dealerships. Some markets have a special third-party distributor.
Lexus launched in India in 2017 with models like the RX450h, LX450d, LX570, ES300h, NX, and LS. Dealerships opened in major cities like Mumbai and Delhi in March 2017. This made Lexus the fifth luxury brand to launch in India.
Lexus Sales Figures
Global sales of Lexus cars reached a record high in 2007, with 518,000 vehicles sold. Sales dropped in later years because of the 2008 recession and the 2011 tsunami in Japan. After that, sales recovered and hit a new high of 523,000 in 2013.
In 2014, Lexus set another global sales record, selling 582,000 vehicles. This made Lexus the fourth best-selling luxury brand worldwide, behind BMW, Audi, and Mercedes-Benz.
Global sales of Lexus cars increased by 12 percent in 2015, reaching another record of 652,000 units sold.
Lexus sold 500,000 hybrid electric cars worldwide by November 2012. The 1 million sales milestone was reached in March 2016. The Lexus RX 400h/RX 450h is the top-selling Lexus hybrid, with 335,000 units sold by March 2016. The Lexus CT 200h is second with 267,000 units.
Lexus has not sold as well in Europe. This is because it has less brand recognition, a different image, and fewer dealerships there. In Europe, the Lexus LS has sold less than Jaguar, Mercedes-Benz, Audi, and BMW luxury cars. Car experts think European buyers care less about car reliability. They also have more brand loyalty to their own country's car brands.
Currently, all Lexus models for the U.S. market are imported from Japan. The only exceptions are the RX and NX, which are also made in Cambridge, Ontario, Canada, and the ES, which is also made in Georgetown, Kentucky, U.S. The RX crossover is Lexus' best-selling model in the United States. The ES mid-size car is the most popular sedan.
| Calendar Year | Europe | US (Market share %) |
|---|---|---|
| 2017 | 44,944 |  305,229 (1.77) |
| 2016 | 44,287 | 331,228 (1.89) |
| 2015 | 39,255 |  344,601 (1.97) |
| 2014 | 31,479 | 311,389 (1.88) |
| 2013 | 23,708 | 273,847 (1.76) |
| 2012 | 26,820 | 244,162 (1.68) |
| 2011 | 27,442 | 198,552 (1.55) |
| 2010 | 19,185 | 229,329 (1.98) |
| 2009 | 20,629 | 215,975 (2.07) |
| 2008 | 29,682 | 260,087 (1.96) |
| 2007 | 40,496 | 329,177 (2.07) |
| 2006 | 40,337 | 322,434 (1.95) |
| 2005 | 23,340 | 302,895 (2.04) |
| 2004 | 21,122 | 287,927 (1.70) |
| 2003 | 18,318 | 259,755 (1.56) |
| 2002 | 19,435 | 234,109 (1.40) |
| 2001 | 21,357 | 223,983 (1.30) |
| 2000 | 17,214 | 206,037 (1.20) |
| 1999 | 15,800 | 185,890 (1.10) |
| 1998 | 6,938 | 156,260 (1.00) |
| 1997 | 3,408 | 97,563 (0.60) |
| 1996 | 81,529 ( 0.50) |
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| 1995 | 83,616 (0.50) |
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| 1994 | 91,554 (0.58) |
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| 1993 | 99,280 (0.64) |
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| 1992 | 92,890 (0.69) |
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| 1991 | 71,206 (0.58) |
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| 1990 | 63,534 (0.46) |
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| 1989 | 16,302 (0.11) |
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| 1988 | 0 (0.00) |
Lexus' Financial Performance
Lexus does not share its financial details publicly. However, car experts believe that Lexus brings in a lot of Toyota's profits. This is true even though Lexus makes and sells fewer cars. Former Lexus officials have said that Lexus sales have sometimes made up half of Toyota's yearly U.S. profit.
Lexus aims to keep its profits high rather than just selling a lot of cars. It often offers fewer price discounts than other luxury brands. In 2006, Lexus joined Interbrand's list of the Top 100 Global Brands for the first time. Its brand value was estimated at about $3 billion a year. In 2009, Interbrand ranked Lexus as Japan's seventh-largest brand.
Types of Lexus Cars
What Kinds of Cars Does Lexus Make?
The Lexus lineup includes different sizes of sedans. These are the small IS, mid-size ES and GS, and full-size LS. The 2-door coupe range has the RC and the LC. Lexus used to make convertibles like the SC and IS C.
Lexus also makes SUVs. These range from the small UX, compact NX and mid-size RX crossovers, to the full-size GX and LX.
Many Lexus models come as hybrids. These include the CT hatchback, and hybrid versions of the IS, ES, GS, LS, RC, LC, UX, NX, RX, and LM. The F marque line makes high-performance versions of the RC coupe. It used to make special versions of the IS, GS, and the LFA.
What is the Lexus F Marque?
Lexus makes its highest-performance cars under its F marque division. The "F" stands for "Flagship" and also refers to Fuji Speedway in Japan. The first corner of that racetrack, 27R, inspired the shape of the "F" logo. The Lexus Vehicle Performance Development Division develops F marque models.
The first F marque model, the IS F, went on sale in 2007. The LFA followed in 2009. There is also an F-Sport performance trim level. This is a factory-approved accessory line for regular Lexus models like the IS 250 and IS 350. F-Sport usually adds cool looks to the outside and inside of the car. In some cars, it also adds mechanical upgrades like a special suspension.
Newer F Sport models include the Lexus RC F Sport, Lexus GS F Sport, and Lexus LS F Sport.
How Lexus Cars Get Their Names
Lexus car models are named using two letters followed by three numbers. The first letter shows its place in the Lexus range (like how fancy it is). The second letter tells you the car's body style or type. For example, "LS" means 'luxury sedan'.
The three numbers usually show the engine size. For example, "350" means a 3.5 L engine. For turbocharged and hybrid cars, the numbers show the power of an engine with similar output. A space is used between the letters and numbers.
The same letter can mean different things. 'S' can mean 'sedan' or 'sport' (like in LS and SC). 'X' means 'luxury utility vehicle' or SUV.
Sometimes, a small letter after the name shows the engine type. 'h' is for hybrid, 'd' for diesel, and 't' for turbocharged. Capital letters at the end show a special type of car. 'L' means long-wheelbase, 'C' means coupe, and 'AWD' means all-wheel drive. For F marque models, only the two-letter name and the letter 'F' are used, with no numbers or hyphens (like IS F).
Design and Technology in Lexus Cars
Lexus design focuses on meeting specific high standards. Since the brand started, design goals have included how aerodynamic the car is and how comfortable the ride is. The word "IDEAL" ("Impressive, Dynamic, Elegant, Advanced, and Lasting") is used in the design process. Each car is designed to meet about 500 specific product standards, called "Lexus Musts." These include details like the stitching on leather seats.
Lexus car interiors have cool features like glowing Optitron gauges and the SmartAccess system. This system lets you enter and start the car with a smart key. Starting with the 2010 RX and HS models, the Remote Touch system was introduced. This system uses a controller like a computer mouse with haptic feedback. Older models had touchscreen controls for navigation. In 2014, Lexus introduced the Remote Touch Interface Touchpad in the new RC Coupe.
In 1989, Lexus was one of the first luxury car brands to offer high-quality audio systems. They partnered with the stereo company Nakamichi. Since 2001, you can get optional surround sound systems from Mark Levinson. To make the car quieter, the first LS 400 used special steel plating. Later models added acoustic glass.
In 2006, Lexus put the first eight-speed automatic transmission in a car with the LS 460. This gearbox was later used in the GS 460 and IS F models. All Lexus hybrid models use Continuously variable transmissions, regenerative brakes, and electric motors. In 2007, Lexus said it planned to put hybrid engines in more models. This was to help reduce carbon pollution and reliance on oil. Hybrid models have special badges and lights. In 2008, the LS 600h L was the first car to use LED headlamps.
Lexus cars have many safety features. These include stability and handling programs like Vehicle Stability Control. They also have backup cameras, swivel headlights, and sonar warning systems. The Lexus Pre-Collision System (PCS) combines many safety systems. In 2007, Lexus introduced car safety systems that could detect people using infrared. They also had lane keep assist and a Driver Monitoring System that watched how attentive the driver was.
As a safety measure, Lexus GPS navigation systems in many areas lock out certain functions when the car is moving fast. This is to prevent distractions. You can still use voice input and some buttons. This feature has been criticized because passengers can't use all functions while the car is moving.
What is L-finesse Design?
Lexus introduced a new design language called "L-finesse" in the mid-2000s. This was seen in its LF series concept cars and the 2006 Lexus GS. L-finesse has three Japanese words that mean "Intriguing Elegance, Incisive Simplicity, and Seamless Anticipation."
Design features like a fastback shape, a lower grille, and curved surfaces come from Japanese culture. While older Lexus models were sometimes seen as plain, L-finesse added a unique look and embraced Japanese design.
In 2012, the redesigned fourth-generation Lexus GS introduced a spindle-shaped grille. This grille design is now used on all new Lexus models.
How Lexus Cars Are Made
Where Are Lexus Cars Assembled?
The first Lexus cars were made at Toyota's Tahara plant, a high-tech factory in Japan. Through the 2000s, most Lexus sedans and SUVs were made in Japan. This happened at the Tahara plant in Aichi and the Miyata plant in Fukuoka.
Other Lexus vehicles have been made at the Miyata plant (Toyota Motor Kyushu) in Miyawaka, Fukuoka; the Higashi-Fuji plant (Kanto Auto Works) in Susono, Shizuoka; and the Yoshiwara plant (Araco, later Toyota Auto Body) in Toyota City, Aichi. Front-wheel drive cars, like the ES and HS, have been made in the Fukuoka Prefecture.
Toyota Motor Kyushu's Kokura plant in Kitakyushu, Fukuoka, which opened in 2008, makes hybrid systems for Lexus models. The RX 350 for North America (since 2004) is made at the Cambridge plant (Toyota Canada, Inc.) in Cambridge, Canada. This was the first Lexus factory outside Japan. In late 2015, Lexus started making North American-spec ES 350 sedans at the Georgetown plant (TMMK, Inc.). In January 2020, Toyota Kirloskar Motor in India started assembling the ES sedan at its Bidadi plant.
Lexus cars are built to higher quality control standards than Toyota models. This includes tighter fits for body panels and better paint quality. They use different assembly lines, molds, and equipment. Lexus factory workers also go through a more careful selection process. Cars are visually checked for flaws, test-driven at high speeds, and put through vibration tests.
| Plant | Owner | Location | Country | Model(s) |
|---|---|---|---|---|
| Tahara | Toyota Motor Corp. | Tahara, Aichi Prefecture | Japan | LS, GS, IS, GX, RC, NX |
| Tsutsumi | Toyota Motor Corp. | Toyota City, Aichi Prefecture | ES | |
| Kokura | Toyota Motor Kyushu, Inc. | Kitakyushu, Fukuoka Prefecture | CT, HS, RX | |
| Miyata | Toyota Motor Kyushu, Inc. | Miyawaka, Fukuoka Prefecture | ES, IS, RX, NX, UX | |
| Motomachi | Toyota Motor Corp. | Toyota City, Aichi Prefecture | LFA, LC, RZ | |
| Higashi Fuji | Kanto Auto Works, Ltd. | Susono, Shizuoka Prefecture | SC | |
| Yoshiwara | Toyota Auto Body Corp. | Toyota City, Aichi Prefecture | LX | |
| Cambridge | Toyota Motor Manufacturing Canada | Cambridge, Ontario | Canada | RX, RXh, NX |
| Georgetown | Toyota Motor Manufacturing Kentucky | Georgetown, Kentucky | United States | ES |
| Bidadi | Toyota Kirloskar Motor | Bidadi, Karnataka | India | ES |
Lexus Quality Rankings
In the 2000s, Consumer Reports magazine named Lexus among the top five most reliable car brands. This was based on surveys of over one million vehicles in the U.S.
Lexus Customer Service
Lexus is known for its high-end image, especially for service after you buy a car. The waiting areas at service centers have many comforts, like refreshment bars. Dealerships often offer free loaner cars and free car washes. Some even have cafes and designer shops. Service bays have big windows so owners can watch their car being worked on.
In 2005, Lexus started reserving parking lots at big sports events and shopping malls. You could park for free if you owned a Lexus. An online magazine, Lexus Magazine, has articles about cars and lifestyle.
Since 2002, Lexus has consistently received top ratings in customer satisfaction surveys in the UK. Lexus has also topped J.D. Power's Customer Service Index and Luxury Institute surveys in the U.S. Because of this great service, Lexus has one of the highest customer loyalty rates in the car industry.
To improve customer service, employees are taught to follow the "Lexus Covenant." This is the brand's promise: "Lexus will treat each customer as we would a guest in our home." Some dealerships even train their staff at fancy places like Nordstrom department stores and Ritz-Carlton hotels.
Lexus in Motorsports
Lexus first entered car racing in 1999. Its racing team, Team Lexus, raced two GS 400 cars in a touring car series. In its first season, Team Lexus won its sixth race. In 2001, Team Lexus entered three IS 300s and won a race at the Virginia International Raceway. In 2002, Team Lexus won the Drivers' and Team Championships in its racing class.
After Lexus launched in Japan in 2005, Lexus supported four SC 430 coupes entering the Super GT series. In the first race of 2006, an SC 430 won. Drivers André Lotterer and Juichi Wakisaka won the GT500 championship that year with the SC 430. In 2007, another SC 430 won the opening race.
In 2006, Lexus raced a hybrid car for the first time. It entered a GS 450h hybrid sedan in the 24 Hours of Tokachi race in Japan. Lexus Canada also entered the GS 450h in the 2007 Targa Newfoundland event. In 2009, Lexus Super GT Team SC 430 and IS 350 racers won the GT500 and GT300 championships.
Lexus has also raced in endurance racing events like the Rolex 24 Hours of Daytona. After joining the Rolex Sports Car Series in 2004, Lexus has won over 15 races. In 2006, Lexus won the championship. This was the first time its luxury brand won. In 2007, a Lexus-powered car won the Rolex 24 Hours of Daytona again. Lexus won its third straight win at Daytona in 2008.
The LF-A prototype also raced at the Nürburgring from 2008 to 2011. In 2011, a CT 200h tuned by Gazoo Racing competed in a six-hour endurance race.
3GT Racing, a team with Lexus, entered two Lexus RC F GT3 cars in the 2017 N. American 2017 WeatherTech SportsCar Championship. They got their first win in 2018. For the 2019 WeatherTech SportsCar Championship, the Lexus GT3 cars moved to AIM Vasser Sullivan. This team has already won two races in 2019.
How Lexus is Marketed
Since it started, Lexus has used special marketing strategies to advertise to luxury buyers. Its ads have a consistent style. From 1989, TV ads were narrated by actor James Sloyan. The ads often showed cars doing amazing stunts. Early Lexus commercials focused on words like "relentless," "pursuit," and "perfection." They showed cars being very precise, quiet, and comfortable. Famous examples include the "Balance" ad with champagne glasses (1989) and the "Ball Bearing" ad (1992).
In the 2000s, commercials described car features. They often targeted German competitors. An annual "December to Remember" campaign showed families surprising loved ones with a new Lexus. The champagne glass theme returned in a 2006 ad. It showed the LS 460 parking itself between two stacks of glasses. A 2010 LFA ad showed its engine sound shattering a glass.
Experts say Lexus' early marketing success came from its high quality and lower prices than competitors. This helped it attract customers who were upgrading from regular cars. Its reputation for being dependable also brought in new customers from rival luxury brands. Lexus now sells its cars at higher prices than other Japanese brands. New models are even reaching the over $100,000 ultra-luxury category.
Some experts say Lexus' newness is a marketing challenge. European rivals have decades of history. Lexus' reputation is mostly based on its quality and its connection to Toyota. Experts believe Lexus needs to build its own history by showing off new technologies and making great products.
Lexus' marketing also includes sponsoring sports and charity events. It sponsored the U.S. Open tennis event from 2005 to 2009. It has also sponsored golf tournaments since 2007. Lexus has an annual Champions for Charity golf series in the U.S. It has also signed deals with athletes like Andy Roddick and Annika Sörenstam.
Since 2008, Lexus has run the video website L Studio. Shows on L Studio include Web Therapy.
Lexus launched its new "Experience Amazing" slogan in the U.S. in 2017. This new slogan replaced "Amazing in Motion" and "The Pursuit of Perfection."
In 2018, Lexus made a fake partnership with 23 and Me for an April Fool's Day joke. It was for a pretend program that let buyers customize cars based on their DNA.
Lexus Slogans
- The Relentless Pursuit of Perfection (1989–2011)
- The Pursuit of Perfection (2010–2016)
- Amazing in Motion (2013–2016)
- Experience Amazing (2017–present)
Images for kids
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1991 SC 400 was the third Lexus model and first coupe.
