Lexus is a Japanese luxury car brand, produced by Toyota Motor. First, the brand was produced specifically for the United States, but now, it’s sold around the world. more
The company’s slogans are “The Pursuit of Perfection” and “Amazing in Motion”. Lexus logo is an oval with “L” letter inside in a steel gray finish. Toyota claims that this emblem was created according to a precise mathematical formula.
In 1983, Toyota decided to create a car of premium class and launched the F1 project, the aim of which was to build the best car in the world. In 1986, advertising agency Saatchi & Saatchi formed a Team One to take care of the brand marketing. They created a list of 219 names for the brand, from which Alexis was chosen. But because of the similarity of the title to the character from “Dynasty” TV series, the name was transformed into Lexus. The word “Lexus” is often considered to be a combination of the words "luxury" and "elegance," or an acronym for "luxury exports to the U.S”. However, the company claims that the brand name has no specific meaning.
In 1989, the F1 project was completed after the creation of Lexus LS 400, which was highly praised. In 1998, Lexus released its first crossover SUV, RX 300, which became the bestselling car of the brand. In 2005, the marquee was introduced in Japan and became the first Japanese premium car brand in the domestic market. In 2006, Lexus released its first hybrid performance sedan, GS 450h. Its another hybrid, LS 600h L, became the most expensive sedan ever produced in Japan. In 2010, Lexus marquee was named the fourth largest luxury car manufacturer in the world and the bestselling premium car in the United States.