Lexus is the luxury vehicle division of Japanese manufacturer Toyota Motor Corporation.
"Can we create a luxury vehicle to challenge the world’s best?" The question Toyota Chairman Eiji Toyoda put to company executives in a secret board meeting in 1983. After 6 years and at a cost of over $1 billion that question was answered in the form of the Lexus LS400.
In 1989, the Lexus LS400 debuted at the 1989 North American International Auto Show in Detroit. Later that year it went on sale in America and was widely acclaimed for its value, aerodynamics, fuel economy, build quality, engine performance and the overall silence of its smooth V8. This smoothness was highlighted when a tower of champagne glasses rested undisturbed on the bonnet of a LS400 whilst the engine was being revved.
The LS400 certainly did live up to Toyoda’s original question as both BMW and Mercedes-Benz U.S. sales figures dropped 29% and 19% respectively. By 1991, Lexus was the top selling manufacturer of luxury exports in the U.S (the largest automotive market in the world). By 2007, Lexus sold more luxury cars in the U.S than any other manufacturer and fourth largest luxury marque in the world.
Since the beginning Lexus has believed in both excellent customer service and the "Lexus Covenant". Incorporated into this is the promise that “Lexus will treat each customer as we would a guest in our home”. This promise was highlighted in 1989 when Lexus recalled 8,000 cars due to two separate safety issues reported by two customers. Instead of requesting all customers return their vehicles to the dealerships, Lexus sent technicians to pick up, repair and return the vehicles to their owners.
In 2002, Steven Spielberg (a Lexus owner) requested that Lexus design a vehicle that could be used in his blockbuster Minority Report. Back in the present day Lexus has always aimed to be innovative in its designs and this was highlighted by the introduction of the world’s first hybrid luxury SUV the RX 400h. Utilising the Lexus Hybrid Drive the vehicle drivetrain can produce increased levels of power, improved fuel efficiency whilst reducing CO2 emissions.