LexusFrom Wikipedia, the free encyclopediaLexus
The Pursuit of Perfection/Amazing in Motion
TypeDivision
IndustryAutomotive
Founded1989
FounderEiji Toyoda
HeadquartersNagoya,Japan
Area servedWorldwide
Key peopleTokuo Fukuichi(MD)Mark Templin(VP, Global)Vince
Socco(VP, Asia Pacific)Alain Uyttenhoven(VP, EU)Jeffrey Bracken(VP,
U.S.)
ProductsLuxury vehicles
ServicesAutomotive financing
OwnerToyota
DivisionsF marque
WebsiteOfficial sites(select by country)
Lexus(Rekusasu?)is theluxury vehicledivision of Japanese
automakerToyota. First introduced in 1989 in the USA,[1]Lexus is
now sold globally and has become Japan's largest-selling make of
premium cars. The Lexusmarqueis marketed in over 70 countries and
territories worldwide,[2]and has ranked among the ten largest
Japanese globalbrandsin market value.[3]Lexus is headquartered
inNagoya, Japan. Operational centers are located
inBrussels,BelgiumandTorrance, California, USA.Lexus originated
from a clandestineflagshipsedan project,code-namedF1, which began
in 1983 and culminated in the launch of the originalLexus LSin
1989. Subsequently, the division addedsedan,coup,convertible,
andSUVmodels. Until 2005 Lexus did not exist as a brand in its home
market and all vehicles marketed internationally as Lexus from
1989-2005 were released in Japan under the Toyota marque and an
equivalent model name. In 2005, ahybridversion of theRXcrossover
debuted, and additional hybrid models later joined the division's
lineup. In 2007, Lexus launched its ownF marqueperformance division
with the debut of theIS Fsport sedan, followed by theLFAsupercar in
2009.From the start of production, Lexus vehicles have been
produced in Japan, with manufacturing centered in
theChbuandKyshregions, and in particular at Toyota'sTahara,Aichi,
Chbu andMiyata,Fukuoka, Kysh plants. Assembly of the first Lexus
built outside the country, theOntario,Canadaproduced RX 330, began
in 2003. Following a corporate reorganization from 2001 to 2005,
Lexus also operates its owndesign,engineering, and manufacturing
centers, solely responsible for the division's vehicles.Since the
2000s, Lexus has increased sales outside its largest market, the
USA, through an ongoing global expansion. The division
inaugurateddealershipsin Japan'sdomestic marketin 2005, becoming
the first Japanese premium car marque to launch in itscountry of
origin.[4]Further debuts inSoutheast Asia,Latin America,Europe, and
otherexportregions have since followed. The division's lineup has
also been expanded to reflect regional specifications in model
andpowertrainconfigurations.Contents[hide] 1History 1.11980s: The
F1 project 1.21990s: Growth and expansion 1.32000s: Global
reorganization 1.42010s: Recent developments 2Corporate affairs
2.1Management 2.2Regional operations 2.3Financial performance
3Automobiles 3.1Vehicle lineup 3.2F marque 3.3Model nomenclature
4Design and technology 4.1L-finesse 5Production 5.1Assembly plants
5.2Quality rankings 6Service 7Motorsport 8Marketing 9See also
10References 10.1Notes 10.2Bibliography 11External
linksHistory[edit]1980s: The F1 project[edit]In 1983, Toyota
chairmanEiji Toyodaissued a challenge to build the world's best
car.[5]This challenge prompted Toyota to embark on a top-secret
project, code-named F1 (Flagship One).[6]The F1 project, whose
finished product was ultimately theLexus LS 400, aimed to develop a
flagship sedan that would expand Toyotas product line, giving it a
foothold in the premium segment and offering both longtime and new
customers an upmarket product.[7]The F1 project followed the
success of theToyota Suprasports car and the premiumToyota
Cressidamodels.[8]Both the Supra and Cressida wererear-wheel
drivecars with a powerful7M-GE/7M-GTEinline-six engine. The largest
sedan Toyota built at the time was the limited-production,
1960s-vintageToyota Century, its domestic, hand built, limousine
flagship and sole V8-powered model,[9]followed by the
inline-six-enginedToyota Crownpremium sedan.[9][10]The Century was
conservatively styled for the Japanese market, and along with the
Crown not slated for export, despite having undergone a complete
restyle in 1982.[10]F1 designers targeted their new sedan at
international markets and began development on a new V8
engine.[9][10]
Lexus made itstelevision debutwith champagne glasses stacked on
the hood of a revvingLS 400.The opportunity for Japanese
manufacturers to export more expensive models had grown in the
1980s due tovoluntary export restraints, negotiated by the Japanese
government and U.S. trade representatives, restricting mainstream
car sales.[11]In 1986,Hondalaunched itsAcuramarque in the U.S.,
influencing Toyota's plans for a luxury division;[12]the initial
Acura model was an export version of theHonda Legend, itself
launched in Japan in 1985 as a rival to the Toyota Crown,Nissan
Cedric/GloriaandMazda Luce.[13]In 1987,Nissanunveiled its plans for
a premium brand,Infiniti,[14]and revised its flagshipNissan
Presidentsedan in standard wheelbase form for export as theInfiniti
Q45, which it launched in 1990.[15]In 1988,Mazdabegan selling the
Luce as theMazda 929in North America, and later began plans to
develop an upscale marque, to be calledAmati, but its plans did not
come to fruition.[14]Toyota researchers visited the USA in May 1985
to conductfocus groupsandmarket researchon luxury
consumers.[16]During that time, several F1 designers rented a home
inLaguna Beach, Californiato observe the lifestyles and tastes
ofAmerican upper classconsumers.[16]Meanwhile, F1 engineering teams
conducted prototype testing on locations ranging from the
Germanautobahnto U.S. roads.[17]Toyotas market research concluded
that a separatebrandand sales channel were needed to present its
new flagship sedan, and plans were made to develop a new network of
dealerships in the U.S. market.[18]Brand development[edit]In 1986,
Toyotas longtime advertising agencySaatchi & Saatchiformed a
specialized unit, Team One, to handle marketing for the new premium
brand.[12]Image consulting firmLippincott & Margulieswas hired
to develop a list of 219 prospective names; Vectre, Verone,
Chaparel, Calibre and Alexis were chosen as top
candidates.[19]While Alexis quickly became the front runner,
concerns were raised that the name applied to people more than cars
(being associated with theAlexis Carringtoncharacter on the popular
1980s primetime dramaDynasty),[19][20]and as a result the first
letter was removed and the "i" replaced with a "u" to morph the
name to Lexus.[20]
TheLS 400flagship sedan launched in 1989, introducing Lexus to
the world.The etymology of the Lexus name has been attributed to
the combination of the words "luxury" and "elegance,"[21]and
another theory claims it is an acronym for "luxury exports to the
U.S."[21]According to Team One interviews, the brand name has no
specific meaning and simply denotes a luxurious and technological
image.[19]Just prior to the release of the first vehicles, database
serviceLexisNexisobtained a temporaryinjunctionforbidding the name
Lexus from being used as they stated it might cause
confusion.[22]The injunction threatened to delay the division's
launch and marketing efforts.[22]Upon reflection, aU.S. appeals
courtlifted the injunction, deciding that there was little
likelihood of confusion between the two products.[22]The original
Lexus slogan, developed after Team One representatives visited
Lexus designers in Japan and noted an obsessive attention to
detail, became "The Relentless Pursuit of Perfection."[23]The Lexus
logo was developed by Molly Designs and Hunter
Communications.[24][25]The final design for the Lexus logo featured
a stylized L within an oval, and according to Toyota, was rendered
using a precise mathematical formula.[19]The first teaser ads
featuring the Lexus name and logo, designed by Team One, appeared
at the Chicago, Los Angeles, and New York auto shows in
1988.[26]Launch[edit]In 1989, after an extended development process
involving 60 designers, 24 engineering teams, 1,400 engineers,
2,300 technicians, 220 support workers, approximately 450
prototypes, and overUS$1 billionin costs, the F1 project was
completed.[27]The resulting flagship, the Lexus LS 400, had a
unique design that shared no major elements with previous Toyota
vehicles, with a new 4.0 LV8gasoline engineandrear-wheel
drive.[28][29]The LS 400 debuted in January 1989 at theNorth
American International Auto Showin Detroit,[14]and officially went
on sale the following September at a network of 81 new Lexus
dealerships across the U.S.[30]The LS 400 was sold along with a
smaller sibling, theToyota Camry-basedES 250.[17]The launch of
Lexus was heralded by a multimillion dollar advertising campaign in
both television and print media.[31]
In 1991, theSC 400coupe became the third Lexus model to debut.At
its debut, the LS 400 was widely praised for its quietness,
well-appointed andergonomicinterior, engine performance,
buildquality,aerodynamics,fuel economy, and value,[17][32]although
it was criticized by some automobile columnists for derivative
styling and asuspensionregarded as too compromising of handling for
ride comfort.[17][33]The LS 400 debuted atUS$38,000in the U.S. (in
some markets, it was priced against mid-size
six-cylinderMercedes-BenzandBMWmodels)[34]and was rated byCar and
Drivermagazine as better than both theUS$63,000Mercedes-Benz420
SELand theUS$55,000BMW735iin terms of ride, handling, and
performance.[35]The LS 400 also won majormotoring awardsfrom
publications includingAutomobile MagazineandWheels
Magazine.[36][37]Despite being an upstart, Lexus established
instant customer loyalty and its debut was generally regarded as a
major shock to the pedigree luxury marques. BMW's and
Mercedes-Benz's U.S. sales figures dropped 29% and 19%,
respectively, with BMW executives accusing Lexus ofdumpingin that
market, while 35% of Lexus buyers traded in a Lincoln or Cadillac
to make their purchase.[35]In December 1989, Lexus initiated a
voluntary recall of all 8,000 LS 400s sold to date, based upon two
customer complaints over defectivewiringand an overheatedbrake
light.[35]In a sweeping 20-day operation which replaced the parts
on all affected vehicles, Lexus sent technicians to pick up,
repair, and return cars to customers free of charge, and also flew
in personnel and rented garage space for owners in remote
locations.[35]This response was lauded in media publications and
helped establish the marque's early reputation forcustomer
service.[38][39]By 1989's end, 16,392 LS 400 and ES 250 sedans had
been sold in the four months following the U.S. launch.[40]Although
sales had begun at a slower pace than expected, the final tally
matched the division's target of 16,000 units for that
year.[41]Following initial models, plans called for the addition of
a sports coupe along with a redesigned ES sedan.[42]1990s: Growth
and expansion[edit]
The firstRX 300crossover SUV debuted in 1998.In 1990, during its
first full year of sales, Lexus sold 63,594 LS 400 and ES 250
sedans in the U.S.,[43]the vast majority being the LS
model.[43]That year, Lexus also began limited exports to the United
Kingdom, Switzerland, Canada, and Australia.[17][44]In 1991, Lexus
launched its first sports coupe, theSC 400, which shared the LS
400s V8 engine and rear-wheel drive design.[42]This was followed by
the second generationES 300sedan, which succeeded the ES 250 and
became Lexus' top seller.[42]At the conclusion of 1991, Lexus had
become the top-selling premium car import in the U.S.,[45][46]with
sales reaching a total of 71,206 vehicles.[43]That year, Lexus
ranked highest inJ.D. Power and Associates' studies on initial
vehicle quality, customer satisfaction, and sales satisfaction for
the first time.[47]The marque also began increasing U.S. model
prices past those of comparable American premium makes, but still
below high-end European models;[46]by 1992, the LS 400's base price
had risen 18% to nearlyUS$45,000.[48]In 1993, Lexus launched the
mid-sizeGS 300sports sedan, based on the Toyota Aristo using
theToyota "S" platformfrom theToyota Crown, which had sold for two
years prior in Japan.[42]The GS 300 was priced below the LS 400 in
the marque's lineup.[49]That same year, Lexus also became one of
the first marques to debut acertified pre-ownedprogram, with the
aim of improving trade-in model values.[50]In 1994, the marque
introduced the second generation LS 400, a complete redesign of its
flagship model.[51]In May 1995, sales were threatened by the U.S.
government's proposal of 100%tariffson upscale Japanese cars in
response to the widening U.S.-Japantrade deficit.[52]SUVs were
exempt from the proposed sanctions.[53]Normal sales operations
resumed by late 1995 when the Japanese auto manufacturers
collectively agreed to greater American investments, and the
tariffs were not enacted.[52]
TheES 300was the best-selling Lexus sedan in the 1990s.In 1996,
Lexus debuted its first sport utility vehicle, theLX
450,[54]followed by the third generation ES 300 sedan. The marque's
plans for developing an SUV model had accelerated during the
U.S.-Japan tariff discussions of 1995.[53]In 1998, Lexus added the
first luxury-brandedcrossover SUV, theRX 300, and the second
generation GS 300 and GS 400 sedans. The RX crossover
targetedsuburbanbuyers who desired an upmarket SUV but did not need
the LX's off-road capability;[55]it was particularly successful,
becoming the marque's top-selling model ahead of the ES 300.[55]The
same year, Lexus made its debut in South America's most populous
country when it launched sales in Brazil.[56][57]In 1999, Lexus
recorded its one-millionth vehicle sold in the U.S. market,[45]and
was ranked as the top-selling premium car maker in the U.S.
overall.[55]2000s: Global reorganization[edit]
TheRX 400h, the first hybrid version of Lexus' best-selling
vehicle, debuted in 2004.In 2000, Lexus introduced theISline, a new
series of entry-level sport sedans. In 2001, the marque debuted its
first convertible, the SC 430, a redesigned ES 300, and the third
generation LS 430.[58]The GX 470 mid-size SUV debuted in 2002,
followed by the second generation RX 330 in 2003.[59]The following
year, Lexus recorded its two-millionth U.S. vehicle
sale,[60][61]and debuted the first luxury-branded production hybrid
SUV, theRX 400h.[62]This vehicle used aLexus Hybrid Drivesystem
which combined gasoline and electric motors for increased power,
fuel efficiency, and lower emissions relative to gasoline-only
equivalents.[63]In 2005, Lexus completed an organizational
separation from parent company Toyota,[64]with dedicated design,
engineering, training, and manufacturing centers working
exclusively for the division.[65][66]This effort coincided with
Lexus' launch in its home market of Japan and an expanded global
launch of the brand in major world markets such as
China.[66][67]Executives aimed to increase Lexus sales outside of
its largest market in the U.S.[66][68]To accompany this expansion,
next generation Lexus vehicles were redesigned as "global models"
for international release.[69]In the European market, where Lexus
had long faced struggling sales owing to low brand recognition, few
dedicated dealerships, and 1990simport quotas,[70][71]the marque
announced plans to introduce hybrid and diesel
powertrains,[72]increase the number of Lexus dealerships, and
expand operations in emerging markets such as Russia.[73][74]
The second generationLexus ISline debuted in 2005, and an F
marque variant arrived in 2007.Lexus' arrival in the Japanese
market in July 2005 marked the first introduction of a Japanese
premium car marque in the domestic market.[4]New generation LS, IS,
ES, GS and RX models subsequently became available in Japan along
with the SC 430, ending domestic sales of Toyota-branded models
under the Celsior, Altezza, Windom, Aristo, Harrier and Soarer
nameplates, respectively. The Altezza and Aristo were previously
exclusive to Japanese Toyota retail sales channels calledToyota
Vista Store, the Windom was exclusive to Toyota Corolla Store, the
Celsior and Harrier were exclusive to Toyopet Store, and the Soarer
was previously available at both Toyota Store and Toyopet Store
locations.[75][76]Lexus models sold in Japan featured higher
specifications and a price premium (from1-million and up) compared
with their discontinued Toyota counterparts.[75]Sales for the first
half-year were slower than expected,[77]affected by the contraction
of the domestic auto market and price increases,[78]but improved in
subsequent months with an expanded lineup.[78][79]Through the
mid-2000s, Lexus experienced sales successes in South Korea and
Taiwan, becoming the top-selling import make in both markets in
2005;[80][81]the marque also sold well in the Middle East, where it
ranked first or second among rivals in multiple countries,[82]and
in Australia, where Lexus reached third in luxury car sales in
2006.[83][84]Division executives in 2006 announced an expansion
goal from 68 countries to 76 worldwide by 2010.[85]By the end of
the decade, this expansion resulted in official launches in
Malaysia and South Africa in 2006,[86][87]Indonesia in
2007,[88]Chile in 2008,[89][90]and the Philippines in
2009.[91]Hybrids and F models[edit]In 2006, Lexus began sales of
theGS 450h, aV6hybrid performance sedan,[92]and launched the fourth
generation flagshipLS line, comprising both standard- and
long-wheelbaseV8 (LS 460 and LS 460 L) and hybrid (LS 600h and LS
600h L) versions.[93]The fifth generation ES 350 also debuted in
the same year. The LS 600h L subsequently went on sale as the most
expensive sedan ever produced in Japan, with a sticker price of
approximatelyUS$125,000.[94]By the end of 2006, Lexus' annual sales
had reached 475,000 vehicles worldwide.[95]In January 2007, Lexus
announced a newF marqueperformance division, which would produce
racing-inspired versions of its performance models. The first of
this line, the IS F, made its debut at the 2007 North American
International Auto Show,[96]accompanied by asupercarconcept,
theLF-A.
The firstGS 450hrear-wheel drive hybrid debuted in 2006.In
October 2007, Lexus entered theSpecialty Equipment Market
Associationshow in the U.S. for the first time with the IS F, and
announced itsF-Sportperformance trim level and factory-sanctioned
accessory line.[97]Automotive columnists noted Lexus' increased
emphasis on sporty models as an effort to bolster the marque's
performance credentials and target rivals from
Mercedes-Benz'sAMGand BMW'sMdivisions.[96][98]While previous Lexus
models such as the SC 400 and GS 400 had received favorable
reactions from sport luxury buyers,[99]other Lexus models had been
characterized as favoring comfort over sporty road feel and
handling, compared with European rivals.[100]By the end of 2007,
Lexus annual worldwide sales had surpassed 500,000
vehicles,[101]and the marque ranked as the top-selling premium
import in China for the first time.[102]The largest sales markets
in order of size for 2007 were the U.S., Japan, the UK, China,
Canada, and Russia.[95][103]In 2008, amidst thelate-2000s
recessionand a weakened world car market, global sales fell 16% to
435,000,[104][105][106]with declines in markets such as the U.S.
and Europe where deliveries fell by 21% and 27.5%,
respectively.[107][108]In 2009, the marque launched theHS
250h,[109]a dedicated hybrid sedan for North America and Japan,
theRX 450h, the second generation hybrid SUV replacing the earlier
RX 400h, and later that year debuted
theUS$375,000productionLFAexotic coupe.[110]In late 2009, citing
higher sales of hybrid models over their petrol
counterparts,[111][112]Lexus announced plans to become a
hybrid-only marque in Europe.[113]By the end of the decade, Lexus
ranked as the fourth-largest premium car make in the world by
volume,[114]and was the number-one-selling premium car marque in
the U.S. for ten consecutive years.[106][114][115]2010s: Recent
developments[edit]
TheLexus LFAsupercarcompleted its limited production run in
2012.In 2010, Lexus underwent a gradual sales recovery in North
America and Asia as the marque focused on adding hybrids and new
model derivatives.[82]Sales in the U.S. held steady despite
the20092010 Toyota vehicle recalls, several of which included Lexus
models.[116]The ES 350 and certain IS models were affected by a
recall for potentially jammingfloor mats,[116]while parent company
Toyota bore the brunt of negative publicity amid investigations
over its series of product recalls and problem rates
per-vehicle.[116][117]The redesignedGX 460was also voluntarily
recalled in April 2010 for asoftware update, one week afterConsumer
Reportsissued a recommendation not to buy the SUV, citing a
possible rollover risk following the slowstability controlresponse
to a high-speed emergency turn.[118]Although the publication knew
of no reported incidents, the GX 460 received updated stability
control software.[118]In late 2010 and early 2011, Lexus began
sales of theCT 200h, a compact four-door hybridhatchbackdesigned
for Europe, in multiple markets.[119][120]Sales of
lower-displacement regional models were also expanded, beginning
with the ES 240 in China followed by the RX 270; Japan, Russia, and
Taiwan were among markets which received model variants intended
for reduced emissions or import taxes.[121][122]In March 2011,
theThoku earthquake and tsunamicaused severe disruption to Lexus'
Japan-based production lines, hindering the marque's near-term
sales prospects.[123]Lexus' U.S. executives stated that due to
vehicle shortages amidst close competition from BMW, Mercedes-Benz,
andAudi, the marque would not remain the country's top-selling
premium car brand.[123]
The first Lexus hatchback, theCT 200h, premiered in
2010.Cumulative sales results for 2011 indicated a 14% sales drop
in the U.S. market,[124]along with sales increases of 40% and 27%
in Europe and Japan respectively,[125][126]for a global sales total
of 410,000 units.[127]Lexus' streak of eleven consecutive years as
the best-selling luxury marque in the U.S. ended that year, with
the title going to BMW followed by Mercedes-Benz.[128]For 2011
while 45 percent of Lexus sales in the United States relied upon
the RX luxury crossover SUV, rival Mercedes-Benz's best-selling
offering was the E-Class mid-luxury sedan which commands
considerably higher prices.[129]Subsequently, Toyota chairmanAkio
Toyodavowed to restore passion to the marque and further increase
its organizational independence, admitting that "...back then we
did not regard Lexus as a brand, but as a distribution channel". As
a result of Toyoda's organizational changes, Lexus senior managers
report directly to the chairman for the first time in the marque's
history.[128][129]In January 2012, the marque began sales of the
fourth generation GS line, including GS 350 and GS 450h variants,
as well as a lower-displacement GS 250 model for select
markets.[130]In April 2012, the sixth generation ES line, include
ES 350 and ES 300h variants, debuted at theNew York International
Auto Show.[131]In August 2014, Toyota announced it would be cutting
its Lexus spare parts prices in China by up to 35%. The company
admitted the move was in response to a probe foreshadowed earlier
in the month by China'sNational Development and Reform Commissionof
Lexus spare parts policies, as part of an industry-wide
investigation into what the Chinese regulator considers
exorbitantly high prices being charged by automakers for spare
parts and after-sales servicing.[132]Corporate affairs[edit]Total
sales and production
Regional sales, 2011Units
Japan[126]42,365
China[133]56,303
Europe[125]43,637
United States[124]198,552
Type production, 2010Units
Passenger vehicles205,070
Crossover SUVs159,560
Hybrid vehicles66,226
Line production, 2010Units
Japan production[134]283,012
Canada production[135]81,618
Total364,630
Management[edit]Lexus International, headed by managing officer
Tokuo Fukuichi, coordinates the worldwide operations of Toyota's
luxury division.[136][137]Other executives at Lexus' global
headquarters, located inNagoya, Aichi,[138]include Mark Templin,
executive vice president of Lexus International,[136]and managers
of the marque's Japan Sales & Marketing and global Product
& Marketing Planning divisions.[137][139]While organizationally
separate from its parent company, Lexus International reports
directly to Toyota chief executive officer Akio Toyoda.[127]In the
U.S., Lexus operations are headed by Jeffrey Bracken, group vice
president and general manager of the U.S. Lexus division, located
inSouthern California.[140]In Europe, Lexus operations are headed
by Alain Uyttenhoven, vice president of Lexus Europe, located in
Brussels.[141]Companion design facilities are located in Southern
California[142]and central Japan,[143]with the head design studio
devoted entirely to Lexus models in Toyota City,
Aichi.[143][144]Regional operations[edit]Lexus sales operations
vary in structure by region. In many markets, such as the U.S., the
dealership network is a distinct organization from corporate
headquarters,[123]with separately owned and operated
Lexusshowrooms.[145]By contrast, in Japan all 143 dealerships in
the country are owned and operated by Lexus.[78]Several markets
have a designated, third partyregional distributor; for example, in
the United Arab Emirates, sales operations are managed by
Al-Futtaim Motors LLC,[82]and in Costa Rica, Lexus vehicles are
sold via regional distributor Purdy Motors S.A.[146]Other
officially sanctioned regional distributors have sold Lexus models
prior to the launch of, or in absence of, a dedicated dealership
network.[87]
Fuji Lexus College, the training facility for Lexus dealers
inShizuoka, JapanFinancial performance[edit]Financial data of Lexus
operations are not disclosed publicly.[147]However, automotive
analysts estimate that the Lexus division contributes a
disproportionate share of Toyota's profits, relative to its limited
production and sales volume.[147]Interviews with retired division
officials indicate that depending on sales volume, vehicleproduct
developmentcycles, andexchange rates, Lexus sales have accounted
for as much as half of Toyota's annual U.S. profit in certain
years.[147]Division executives have employed pricing strategies
aimed at sustainingprofit marginsrather than sales volume, with
historically fewer priceincentivesthan rival brands.[147]In 2006,
Lexus enteredInterbrand's list of theTop 100 Global Brandsfor the
first time, with an estimatedbrand valueof approximatelyUS$3
billionannually.[148]In 2009, Interbrand ranked Lexus as Japan's
seventh largest brand, betweenPanasonicand Nissan, based on
revenue, earnings, and market value.[3]Automobiles[edit]Vehicle
lineup[edit]Further information:List of Lexus vehiclesThe global
Lexus lineup features sedans of different size classes, including
thecompactIS and HS models,mid-sizeES and GS models, and
thefull-sizeLS flagship. Convertibles include the IS C models.
Sport-utility vehicles range in size from the crossover RX, the
mid-size GX, to the full-size LX. Hybrid models include the CT
hatchback, HS sedan, and variants of the GS, LS, and RX.[149]The F
marque line produces a variant of the IS sedan and the LFA
coupe.[149]F marque[edit]Further information:Lexus FandLexus
F-Sport
Lexus Fmarque emblemLexus produces its highest-performance
models under its F marque division.[96]The name refers to Flagship
andFuji Speedwayin Japan, whose first corner, 27R, inspired the
shape of the "F" emblem.[150]F marque models are developed by the
Lexus Vehicle Performance Development Division.[151]The first F
marque model, the IS F, went on sale in 2007, followed by the LFA
in 2009.[110]A relatedF-Sportperformance trim level and
factory-sanctioned accessory line is available for standard Lexus
models such as the IS 250 and IS 350.[97]F-Sport succeeded an
earlier in-house tuning effort, theTRD-based L-Tuned, which had
offered performance packages on the IS and GS sedans in the early
2000s.[152][153]The latest editions to the performance F marque
include theLexus RCF and upcomingLexus GSF.[154]Model
nomenclature[edit]Lexus production models are
namedalphanumericallyusing two-letter designations followed by
three digits. The first letter indicates relative status in the
Lexus model range (ranking),[155]and the second letter refers tocar
body styleor type[155](e.g. LS for 'luxury sedan'). The three
digits indicateengine displacementin liters multiplied by a factor
of one hundred (e.g. 350 for a 3.5 L engine).[155]A space is used
between the letters and numbers. The same letter may be used
differently depending on the model; 'S' can refer to 'sedan'[155]or
'sport'[76](e.g. in LS and SC), while 'X' refers to 'luxury utility
vehicle' or SUV.[155][156]On hybrids, the three digits refer to the
combined gasoline-electric output.[63]For certain models, alower
caseletter placed after the alphanumeric designation indicates
powerplant type ('h' for hybrid, 'd' for diesel),[111]whilecapital
letter(s) placed at the end indicates a class subtype (e.g. 'L' for
long-wheelbase,[64]'C' for coupe, 'AWD' forall-wheel drive). On F
marque models, the two-letter designation and the letter 'F' are
used with no numbers or hyphens (e.g. IS F).[111]Design and
technology[edit]
LexusRemote TouchcontrollerLexus design has traditionally placed
an emphasis on targeting specific vehicle development
standards.[157]Since the marque's inception, design targets have
ranged from aerodynamics andride qualityto interior
ergonomics.[32][158]Thebackronym"IDEAL" ("Impressive, Dynamic,
Elegant, Advanced, and Lasting") is used in the development
process.[159]Each vehicle is designed according to approximately
500 specific product standards, known as "Lexus Musts," on criteria
such asleatherseat stitching.[160][161]Design elements from the
marque's concept vehicle line, theLF series(including the
2003LF-Sand 2004LF-C), have been incorporated in production
models.[162][163]Vehicle cabins have
incorporatedelectroluminescentOptitron gauges,[164]SmartAccess,
asmart keyentry and startup system,[165]and multimedia features.
Beginning with the 2010 RX and HS models, theRemote Touchsystem,
featuring acomputer mouse-like controller withhaptic feedback, was
introduced;[109][166]other models have featuredtouchscreencontrols
(through the 2009 model year) as a navigation screen
interface.[165]In 1989, Lexus became among the first premium car
marques to equip models with premium audio systems, in partnership
with stereo firmNakamichi.[167][168]Since 2001, optionalsurround
soundsystems are offered viahigh-end audiopurveyorMark
Levinson.[168]For reduced cabin noise, the first LS 400 introduced
sandwichsteelplating,[164]and later models addedacoustic
glass.[169]In 2006, the LS 460 debuted the first ceilingair
diffusersandinfraredbody temperature sensors in a
car.[170][171]Telematicsservices includeG-BookwithG-Linkin Asia
andLexus Enformin North America.[172]
The eight-speed automatic transmission in the IS F andLS 460
SportIn 2006, Lexus incorporated the first production
eight-speedautomatic transmissionin an automobile with the LS
460,[170]and the gearbox was later adapted for the GS 460 and IS F
models.Continuously variable transmissions,regenerative brakes, and
electric motors have been used on all Lexus hybrid models.[63]In
2007, Lexus executives signaled intentions to equip further models
with hybrid powertrains,[111]catering to demands for a decrease in
bothcarbon pollutionandoil reliance.[173]Hybrid models have been
differentiated by separate badging and lighting technology; in
2008, the LS 600h L became the first production vehicle to
useLEDheadlamps.[174]Safety features on Lexus models range from
stability and handling programs (Vehicle Stability
ControlandVehicle Dynamics Integrated Management)[175]to backup
cameras, swivel headlights, and sonar warning systems. TheLexus
Pre-Collision System(PCS) integrates multiple safety
systems.[175]In 2007, Lexus introduced the first car safety systems
with infrared and pedestrian detection capabilities,lane keep
assist, aDriver Monitoring Systemwithfacial recognitionmonitoring
of driver attentiveness, and rear pre-collisionwhiplashprotection,
as part of the LS 460 PCS.[170]As a safety precaution, LexusGPS
navigation systemsin many regions feature a motion lockout when the
vehicle reaches a set speed; to prevent distraction, navigation
inputs are limited, while voice input and certain buttons are still
accessible. This safety feature has attracted criticism because
passengers cannot use certain functions when the vehicle is in
motion.[176]Pre-2007 models came with a hidden manufacturer
override option,[177]and updated European models allow operation in
motion.[178]
The Lexus flagship has been offered in hybrid form since 2006 as
theLS 600hand LS 600h L.Production models in development have
included convertibles, crossovers, and dedicated
hybrids.[179][180]Under the F marque, Lexus plans to produce
high-performance vehicles with its first expressions being the IS F
and the LFA. Lexus officials have also discussed standard
production model usage of varyingplatforms.[181]The LS flagship
uses a dedicated platform,[29]while the entry-level Lexus ES had
been criticized for being too similar to the Toyota Camry, with
which it shared platforms until its sixth generation,[131]in both
styling and powertrain design.[182]TheNrburgringtest track in
Germany has also seen Lexus prototype
testing.[183]L-finesse[edit]See also:Lexus LFLexus introduced a
newdesign languageknown as "L-finesse" in the mid-2000s with its LF
series concepts and the 2006 Lexus GS.[184][185]L-finesse is
represented by three Japanesekanjicharacters which translate as
"Intriguing Elegance, Incisive Simplicity, and Seamless
Anticipation".[185]Design characteristics, including
afastbackprofile, lower-setgrille,[186]and the use of both convex
and concave surfaces,[186]are derived from Japanese cultural motifs
(e.g. the phrasekirikaeshiin arrowhead shapes).[187]While earlier
Lexus models were criticized for reserved and derivative styling,
and often mistaken for understated domestic market
cars,[186]automotive designanalyses described L-finesse as adding a
distinctive nature and embrace of Japanese design
identity.[184][185]Opinions varied for L-finesse's debut on the
GS;Sports Car International's analysis praised the vehicle's
in-person appearance;[188]Automobile Magazinecriticized the daring
of its forward styling,[189]and compared subsequent rival models
for design similarities.[190]In 2012, the arrival of the redesigned
fourth generation Lexus GS featured the introduction of a
spindle-shaped grille design, intended to be used on all
forthcoming Lexus models.[138]L-finesse exhibitions were presented
atMilan'sSalone del Mobilefrom 2005 through
2009.[191]Production[edit]Assembly plants[edit]
Lexus models produced by the Tahara plant inAichi, JapanThe
first Lexus vehicles were manufactured in Toyota's flagshipTahara
plant, a highly sophisticated, computerized manufacturing plant in
Japan.[149][192]Lexus production techniques include methods and
standards ofquality controlthat differ from Toyota
models.[193][194]At the Tahara plant, separateassembly lineswere
developed for Lexus vehicles,[195][196]along with new molds and
specialized manufacturing equipment.[196]Weldingprocesses,body
panelfit tolerances, and paint quality requirements are more
stringent.[193][197]Lexus plant workers, typically veteran
technicians, are identified via repeated performance evaluations
and ranked according to skill grade, with limited applicants
accepted.[198]The highest leveltakumi(Japanese for "artisan")
engineers are responsible for maintaining production standards at
key points in the assembly process, such as testing engine
performance.[64]Production vehicles are given visual inspections
for flaws, individually test-driven at high speeds, and subjected
tovibrationtests.[193]Through the 2000s, most Lexus sedan and SUV
production has occurred in Japan at the Tahara plant in Aichi and
Miyata plant in Fukuoka.[68][149]In addition to the Tahara factory,
Lexus vehicles have been produced at the Miyata plant (Toyota Motor
Kyushu, Inc.) inMiyawaka, Fukuoka, Higashi Fuji plant (Kanto Auto
Works, Ltd.) inSusono, Shizuoka, and Sanage plant (Toyota Boshoku
Corp.; Araco) inToyota City, Aichi.[68][149]Front-wheel drivecars,
such as the ES and HS, are produced in theFukuoka
Prefecture.[149]The Kokura plant inKitakyushu, Fukuoka, which
opened in 2008, is a dedicated hybrid production site for Lexus
models such as the gasoline-electric RX.[199]The North
Americanmarket RX 350 (since the 2004 model year) is produced at
the Cambridge plant (Toyota Canada, Inc.) in the city ofCambridge,
in Ontario, Canada, which is the first Lexus production site
located outside of Japan. In 2005, J.D. Power and Associates
bestowed its Platinum award for worldwide plant quality on the
Tahara plant for the fourth consecutive year, stating that it has
the fewest defects of any manufacturing plant in the world.[200]In
2006, J.D. Power named the Miyata plant, then the site of ES and IS
model production, as its recipient of the Platinum award for
worldwide plant quality,[201]and in 2009 the Higashi Fuji plant,
site of SC production, received the same recognition.[202]Assembly
sites by model[68][149]
PlantOwnerLocationModel(s)
TaharaToyota Motor Corp.Tahara,Aichi PrefectureLS,GS,IS,GX
KokuraToyota Motor Kyushu, Inc.Kitakyushu,Fukuoka
PrefectureCT,HS,RX
MiyataToyota Motor Kyushu, Inc.Miyawaka,Fukuoka
PrefectureES,IS,RX,NX
MotomachiToyota Motor Corp.Toyota City,Aichi PrefectureLFA
Higashi FujiKanto Auto Works, Ltd.Susono,Shizuoka
PrefectureSC
SanageToyota Boshoku Corp.Toyota City,Aichi PrefectureLX
CambridgeToyota Motor Manufacturing Canada,
Inc.(TMMC)Cambridge,OntarioRX, RXh
Quality rankings[edit]In industry ratings of build quality,
owner satisfaction, and reliability, Lexus vehicles have
outperformed other manufacturers in successive years. J.D. Power
and Associates has named Lexus the mostreliablebrand in the U.S.
over fourteen times since 1995,[203]according to its Vehicle
Dependability Survey of over 53,000 vehicle owners and the first
three years of ownership.[204][205]In theJ.D. Power Owner
Satisfaction Surveyof over 16,000 vehicle owners in the UK and the
first one to three years of ownership, Lexus has scored the highest
of all manufacturers for over ten years in a row; in 2011, the
marque was again the top manufacturer and the Lexus IS was the
highest ranked of all cars surveyed.[206]In the 2000s,Consumer
Reportsnamed Lexus among the top five most reliable brands in its
Annual Car Reliability Surveys of over one million vehicles across
the U.S.[207][208]The marque has also topped the J.D. Power Initial
Quality Index, which measures vehicle problems in the first 90 days
of ownership.[209]Service[edit]
Showroom of a Lexus dealership inSapporo,Hokkaido, JapanLexus
has become known for efforts to project an upscale image,
particularly with service provided after the sale. The waiting
areas in service departments are replete with amenities, ranging
from refreshment bars to indoorputting greens.[210][211]Dealerships
typically offer complimentary loaner cars or "courtesy cars" and
freecar washes,[211]and some have added on-site cafes and designer
boutiques.[212][213]Service bays are lined with largepicture
windowsfor owners to watch the servicing of their vehicle.[214]In
2005, Lexus also began reservingparking lotsat major sporting
arenas, entertainment events, and shopping malls, with the only
requirement for free entry being the ownership of a Lexus
vehicle.[215]An online owner publication,Lexus
Magazine,[216]features automotive and lifestyle articles and is
published online monthly[217]and on a mobile site.[218]Since 2002,
Lexus has scored consecutive top ratings in theAuto
Express[219][220]and 76,000-respondentTop Gearcustomer satisfaction
surveys in the UK.[221]Lexus has also repeatedly topped the
79,000-respondent J.D. Power Customer Service Index[222]andLuxury
Institute, New York surveys in the U.S.[223]As a result of service
satisfaction levels, the marque has one of the highest customer
loyalty rates in the industry.[224]To improve customer service,
employees are instructed to follow the "Lexus Covenant," the
marque's founding promise (which states that "Lexus will treat each
customer as we would a guest in our home"),[225]and some
dealerships have incorporated training at upscale establishments
such asNordstromdepartment stores
andRitz-Carltonhotels.[226]Motorsport[edit]
Lexus has competed at the24 Hours Nrburgringsince 2008, with
race vehicles including the LFA and IS F.Lexus first entered the
motorsport arena in 1999 when its racing unit, Team
Lexus,[227]fielded two GS 400 race vehicles in theMotorola CupNorth
American Street Stock Championshiptouring carseries. In its 1999
inaugural season, Team Lexus achieved its first victory with its
sixth race atRoad Atlanta.[228]Led bySports Car Club of
AmericaandInternational Motor Sports Associationdriver Chuck
Goldsborough, based inBaltimore, Maryland,[229]Team Lexus
capitalized on the debut of the first generation Lexus IS by
entering three IS 300s in the third race of the 2001Grand-Am
Cupseason atPhoenix, Arizona.[230]Team Lexus won its first IS 300
victory that year at theVirginia International Raceway.[230]In
2002, Team Lexus' competitive efforts in the Grand-Am Cup ST1
(Street Tuner) class achieved victories in the Drivers' and Team
Championships,[228][229]as well as a sweep of the top three
finishes atCircuit Mont-TremblantinQuebec, Canada.[231]After the
release of the Lexus brand in the Japanese domestic market in 2005,
Lexus sanctioned the entry of four SC 430 coupes in theSuper
GTseries of theAll Japan Grand Touring Car Championshipin
theGT500class. In the first race of the 2006 series, an SC 430 took
the chequered flag,[232]and driversAndr LottererandJuichi
Wakisakaraced the SC 430 to capture the GT500 championship for that
year.[233]In 2007, another SC 430 won the GT500 opening round
race.[234]In 2006, Lexus raced a hybrid vehicle for the first time,
entering a GS 450h performance hybrid sedan in partnership
withSigma Advanced Racing Developmentat the 24 Hours of Tokachi
race inHokkaido, Japan.[235]Lexus Canada also entered the GS 450h
in 2007'sTarga Newfoundlandevent.[236]In 2009, Lexus Super GT Team
SC 430 and IS 350 racers won the GT500 and GT300 championships,
respectively.[237]
In 2006, 2007, and 2008, Lexus won theRolex Sports Car Series
Manufacturers' Championship.Lexus' participation inendurance
racingfurther includes theRolex 24 Hours of Daytona, sanctioned by
theGrand American Road Racing Association. After entering theRolex
Sports Car Seriesin 2004, Lexus has won over 15 Rolex Series event
races.[238]In 2005, Lexus was runner-up, and in 2006, it won the
championship.[239]Although Toyota has won this race in the past, it
was the first time that its luxury arm emerged as the winner. In
2007, six Lexus-powered Daytona prototypes were entered in the
Rolex 24 Hours of Daytona event at theDaytona International
Speedway. Lexus was a repeat winner of the event, with a
Lexus-Rileyprototype driven byScott Pruett,Juan Pablo Montoya,
andSalvador DurnofChip Ganassi Racingfinishing first; Lexus-Riley
prototypes also took three of the top ten spots.[240]In 2008, Lexus
won its third consecutive win at Daytona.[241]For the2010 season,
Lexus departed from the Rolex Sports Car Series, and Ganassi Racing
switched toBMW/Dinanengines.[242]TheLF-A prototypealso competed on
the Nrburgring since 2008 inVLNendurance races[243]and in the24
Hours Nrburgring, also with the IS F.[244]On May 14, 2011, a CT
200h tuned up by Gazoo Racing competed in the Adenauer ADAC
Rundstrecken-Trophy, a six-hour endurance
race.[245]Marketing[edit]
TheLexus 2054, a concept model produced for the filmMinority
ReportFrom its inception, Lexus has been advertised to luxury
consumers using specificmarketing strategies, with a consistent
motif used for the marque's advertisements. Beginning in 1989,
television ads were narrated by actorJames Sloyan(the voice of "Mr.
Lexus" until 2009),[31][246]and accompanied by vehicles that
performed unusual stunts onscreen.[247]The first decade of Lexus
commercials (198999) consisted primarily of disjunctive verbal
descriptions, such as "relentless," "pursuit," and
"perfection,"[248]while vehicles were used to claim superiority in
precision, idling, and interior quiet and comfort on
camera.[247]Examples included the champagne glass "Balance" (1989)
and rolling "Ball Bearing" (1992).[247]In the 2000s, commercials
included descriptions of novel features,[249]or a narration of the
events onscreen, and were often targeted at the marque's German
competitors.[250]An annual "December to Remember" campaign featured
scenes of family members surprising loved ones with the gift of a
new Lexus.[251]The marque returned to the champagne glass theme in
a 2006 LS 460 spot showing the sedan maneuvering between two stacks
of glasses using itsself-parking system, and in a 2010 LFA spot
showing its engine sound shattering a glass
viaresonancefrequency.[252]
Lexus LFA Crystallised Wind, a full-size glass art modelIndustry
observers have attributed Lexus' early marketing successes to
higher levels of perceived quality and lower prices than
competitors, which have enabled the marque to attract customers
upgrading from mass-market cars.[7][35]A reputation for
dependability, bolstered by reliability surveys, also became a
primary factor in attracting new customers from rival premium
makes.[253][254]Lexus has since grown to command higherprice
premiumsthan rival Japanese makes,[255]with new models further
increasing in price and reaching the over-US$100,000ultra-luxury
category long dominated by rival European
marques.[256][257][258]Automotive analysts have also noted Lexus'
relative newcomer status as a marketing challenge for the
brand,[259]although some have debated the requirement of a long
history.[255][260]European rivals have marketed their decades of
heritage and pedigree,[261]whereas Lexus' reputation rests
primarily upon its perceived quality and shared history with parent
company Toyota.[255]Several analysts have stated that Lexus will
have to develop its own heritage over time by highlighting
technological innovations and producing substantial
products.[95][259]Lexus' marketing efforts have extended to
sporting and charity event sponsorships, including theU.S.
Opentennis Grand Slam event from 2005 to 2009, and theUnited States
Golf Association'sU.S. Open,U.S. Women's Open,U.S. Senior Open,
andU.S. Amateurtournaments since 2007.[262][263]Lexus has organized
an annual Champions for Charity golf series in the U.S. since
1989.[264]Endorsement contracts have also been signed with
professional athletesAndy Roddick,Annika Srenstam, andPeter
Jacobsen.[265]See also[edit] The Championship by
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