Lexus

Lexus is a division of the Toyota company manufacturing models of the "de luxe" class for the markets of the USA and the Europe (with a left steering system definitely). The sounding of the word "lexus" is similar to the word "lux". It's this word and its derivatives - "luxury", «the car of lux class» and so on - that describes the whole history of the company. There is nothing surprising in it for the original purpose of creation of the company Lexus was manufacturing of prestigious cars which would be expensive, luxurious, and beautiful.

One can't say that this idea was so new and original. In fact, at the moment of the company creation, or to be exact, the conception of its very idea, this segment of automobile market was already occupied for long time by such well known European and British brands, as BMW, Mercedes-Benz, and Jaguar. However, it did not confuse the Japanese - in August 1983, at a confidential meeting of the directors committee of the Toyota Corporation Eiji Toyodagave, the chairman, expressed an idea which could be briefly described this way: «to throw down a challenge upon the best cars of the world».

By that moment Toyota had already been on the go as the world's famous manufacturer of reliable, inexpensive, and well-made cars with popularity and mass character beyond any need to be proved. But this strongly developed image did not match the luxury and prestige; therefore Toyota decided to conquer the chosen sector of automobile market with a new brand. It was Lexus aimed at luxurious cars market.

However, several years passed from the birth of the idea when it was realized; having decided to develop the new direction, the Japanese considered all the details thoroughly and scrupulously. Lexus history began first when there was created a group of 1400 designers and engineers who set the problem of a luxury car creation giving the greatest pleasure from driving it; it was meant to surpass the best cars of Europe and be cheaper at the time.

To realize these requirements there was created the project F1. F1 stood for “flagship”, and the number 1 meant a luxury sedan of the highest class, the first among its similars. The chief engineers of the project were Shoiji Jimbo and Ichiro Suzuki, and its development began in 1984. In a year, in May 1985, the developers made peculiar "investigation" the USA car market.

In fact it was the American market the first car Lexus was produced for. But putting the card before the hourse, it turned out absolutely different from all other products of the Japanese car industry. Headed by Jimbo, the team was questioning the focus-groups (of potential customers) and auto dealers of the largest US cities (New York, San Francisco, Miami, Houston) to make a clear picture of preferences of the American customers. Along with those market explorations, a group of five designers was working on the design of the future firstling Lexus in Calty Design, an American design-studio of Toyota in California.

And in July of the same 1985 year Lexus history faced its first model – initial lot of 450 working prototypes, the Lexus LS400, a fruit of several thousands of experts’ work in different areas, was constructed. In 1986 the LS400 passed a lot of road tests - on German autobahns, in the snow of Canada and Sweden, and on twisting mountain lacets. The results of the tests were improvement of the control system and suspension bracket.

In May 1987 after the presentation of the eight variants of appearance the leaders finally approved the final design of the LS400 body. And on January 2, 1988 after several years of development, Lexus as a trade mark and its logo were presented to the general public to the Auto Show in Los Angeles. After that Lexus debuted in other motor shows of the USA. Car history gained at last one more deserved brand and its cars. However, the shows were limited with demonstration of advertising video, general information and sketches of the cars. In May of the same year there were selected 80 auto dealers for the future sales of Lexus cars. First of them became Lexus of Columbus in Ohio.

At last, in January 1989, at Motor Show in Detroit took place a premiere of two Lexus models, the LS400 (by the way, "LS" stands for "luxury sedan", and "400" means "4-liter engine") and the ES250 ("ES" is an "executive sedan", its engine capacity is 2.5 liters) marking milestone event in Lexus history. Two days later they were exhibited at Auto Show in Los Angeles. In May the LS400 was put on the line, and its manufacturing began was arranged at the Tahara, Toyota's plant, and in September the LS400 and ES250 went officially for sale; during the first month 2919 cars of the LS400 and 1216 of ES250 models were sold.

The specifications of the Lexus LS400 allowed it to compete with contemporary European luxury sedans; LS400 featured by interior trimmed with leather and polymers of high quality, a Pioneer and Nakamichi audio system, high velocity characteristics (thanks to the specially modified for the LS400 4-liter Toyota engine 1UZ-FE-type) and other advantages recieved the highest appreciation in the press. Thus, for example, in January 1990 the "Car & Driver" magazine named Lexus LS400 the best car, in February Motoring Press Association gave it the rank of “The best imported car of the year”, and in July Lexus LS400 took the first place in the ratings of J.D. Power and Associates (large company engaged in independent market researches and customers surveys).

The same year Lexus began selling the LS400 in the Great Britain and Canada where it also received high appreciation of the customers. (By the way, for Great Britain and some other countries with left-side traffic Lexus cars were equipped with right steering system). By October 1990 Lexus sales reached 63 thousand cars.

In May, 1991 Lexus history solemnly was honored by new third model construction, the sportive coupe SC400 (SC - sport coupe). Owing to the same engine that was installed on the LS400, SC400 picked up speed up to 100 km/h in 6.9 seconds; its design was developed in the same Calty Design studio. The SC400 was equipped with 4-step automatic transmission and was also produced modified with a 3-liter engine (SC300, introduced a little later, in August, 1991). By the way, in Japan the right-steering variation of this model became known as the Toyota Soarer, and the analogue of the LS400 in the Toyota model line became the Celsior. The first coupes SC400 were put on the market of the USA already in June, 1991.

One more addition to the model line, the sedan ES300 (an analogue of the Toyota Windom) substituting the ES250, was launched in September of the same year. Thus Lexus demonstrated the car world considerable model evolution and development speed within short temrs. The same year 1991 Lexus improved the model LS400 (the body was supplemented with lateral girders for more safety) and took several first places in various ratings of J.D. Power and Associates.

January 1992 was marked by awards which the Lexus SC400 and ES300 received from the "Automobile Magazine" and "Car and Driver" magazines. The same time Lexus reached the main goal of its founders as its sales overtook the same of its competitors – BMW and Mercedes-Benz. So Lexus became a leading importer of cars of the de luxe class showing uncompromising example of make popularity in automobile history.

Putting the card before the horse, it can be noted that only during 1992 year 92 890 of Lexus autos were sold in the USA that can be considered excellent result for the brand which started its history only 5 years earlier. In February 1992 the SC400 became an imported car of the year by the version of "Motor Trend" and "Motoring Press Associates" magazines, and in May the LS400 was labeled a car with the least number of problems after three months of running in the ratings of J.D. Power and Associates. In July in the same rating Lexus became the brand “Number 1” in customers satisfaction category. September became a debut month for the updated LS400 with about 50 modifications many of which were made at the request of dealers and clients.

The debut of a new model took place in January of the following 1993 year, the GS300. The appearance of this sport sedan of the lux class (so it was briefly described by its manufacturer) was created by a famous car designer Giorgetto Giugaro; a year later the GS300 was presented in Europe in the Frankfurt auto show. In March the American Automobile Association (AAA) nominated the SC300 and LS400 the best cars of 1993 in their price categories, in June The Robb Report gave the LS400 model the rank of the best imported car of the year, and in July the Lexus for the third time successively took the first place in the rating of J.D. Power and Associates.

In 1994 the Lexus continued collecting awards and ranks; it is written about even in such edition, as Popular Science, which considered the LS400 the best novelty of the year. Probably, it was the second generation of the LS400 which was considered a novelty; it was put on the market in November, 1994 and underwent some modifications in the design. Besides, the Lexus four years on end was the winner in the rating of J.D. Power and Associates for its level of customers satisfaction. But that still was not a limit.

In the following 1995 year, Lexus gained the same victory already for the fifth time successively, which was an unprecedented fact. Except for this victory, there were much more awards and ranks; but all this celebration of Lexus as a trade mark was saddened by a proposal submitted by the US Ministry of Trade in May, 1995 of introducing 100% taxes on some models of luxury cars of Japanese manufacture, and on the whole Lexus model line in particular. The introduction of these taxes threatened loss of jobs of 8 thousand people occupied on plants anyhow connected with Lexus. But already in June the USA and Japan signed an agreement thanks to which the upcoming trade never burst out.

1996 began with introduction of the first off-roader in the Lexus model line, the LX450. It was a luxury variant of the Toyota Land Cruiser in a body of the 80-th series, «a beauty and a beast in one», - the definite offroad advantages of the Land Cruiser plus the Lexus luxury. With this combination Lexus entered the domain of offroaders manufacturers and soon gained victory there too becoming a sales leader during some two months. For the amount of sold cars Lexus outstripped even Range Rover.

Besides this victory, in January Lexus celebrated an important milestone in its history; it became the achievement of 500 thousand sold cars. In April Lexus and Coach, a well known manufacturer of high-quality leather products, announced about their cooperation in the future limited manufacture of the model ES300, and in July the Automobile Magazine considered the LS400 one of the 24 most significant cars of the century. In September the second generation of the ES300 was introduced to public; it had a longer body (its length increased by 6 cm), smoother shapes, new luxury options and it was cheaper than its predecessor. In December of the same year the new ES300 received the award «Top Car» from AAA in the price category from 25 to 30 thousand dollars.

The year 1997 was remarkable in Lexus history for construction of a couple of concept models. So in January 1997 at the International Auto Show in Detroit Lexus introduced a concept car HPS (High Performance Sedan), the predecessor of new GS300 model generation. HPS was equipped with 4-liter engine V8 with the system VVT-i. In February 1997 at the Auto Show in Chicago another concept from Lexus was displayed - the SLV (Sport Luxury Vehicle); the company embodied its vision of a car in which the comfort of luxury sedan and the road specifications of middle-size off-roader are combined together.

Some time later, in March of the same year, the company announced this concept to go to manufacturing under the name of RX300 (in Japan - Toyota Harrier); its manufacturing was planned to begin in the first half of 1998. And in September a significant update of the Lexus model line-up evolution happened: the SC400/300 experienced restyling as the LS400 design was updated and new options appeared, and besides, the second generation of Lexus GS400/300 sedan was put out.

In addition all the above-listed models were then equipped with engines added by Toyota brand VVT-I system. The updated GS400/300 immediately received favorable comments of the press: in October Consumers Digest designated it «the best purchase» in the luxury cars category, “Popular Science” gave it the rank of "the best novelty", and “Motor Trend” ranked it as the best imported car of year.

In November the GS400 becomes the leader in the price category from 40 to 50 thousand dollars under the version of AAA. 1997 year was featured by the another record for the company in the amount of sales (97593 cars in 1997 - with 20 % growth than the sales of the previous 1996 year) and another substantial historical milestone occurred in the model line evolution: the International Auto Show in Los Angeles, which took place in December, Lexus introduced the LX470, a luxury off-road analogue of the Toyota Land Cruiser in the 100-th series body that substituted the LX450.

In March, 1998 Lexus LX470 started to be on sale through the network of 147 American Lexus dealers; along with it the announced earlier RX300 started to be on sale that enabled Lexus to announce its own line of luxury off-roaders in car market. The same time, in March, Lexus announced about its sponsorship of the forthcoming big tour across the USA of such a famous musician as Eric Clapton. The sales were steadily growing (which was a great deal promoted, for example, by the appearance of the RX300), only in April, 1998 12 364 Lexus cars were sold. And already in May, for example, there were sold 14 620 automobiles, in July 14 673 units, and in August 16 949 units.

Lexus overtook the US sales of such known makes, as Mercedes-Benz, BMW, Cadillac and Lincoln, becoming the leading luxury car brand in the American market for the time being. It was a great achievement of the company and came as brilliant page in Lexus history. These market achievements actively alternated with awards from market experts: for example, it was for the seventh time without break when Lexus was named the leader in clients satisfaction according the J.D. Power and Associates rating. In October the magazine "Motor Trend", conferring the rank of the car of the year in different categories, found the RX300 the best sports off-roader of the year; it was remarkable that this category (Sport Utility of the Year) was instituted by the magazine for the first time which was considered to have direct connection with huge popularity of Lexus RX300.

In January, 1999 another novelty from Lexus appeared: the compact sports sedan IS200 was introduced in Detroit (its Japanese analogue was Toyota Altezza). In March of the same year came the 5th year of Lexus uncompromising leadership in the J.D. Power and Associates rating, displaying the least number of problems after 5 years of running. The same time, in spring of 1999, the IS200 entered the European car marker. And in September Lexus celebrated anniversary, 10 years passed since it had sold the first car in the USA.

Two months later, in November, the company celebrated another jubilee in make history – the millionth car was sold in the States. In December, summing up the totals of the year, the company made sure that it could also celebrate own sales grow in the USA for four years on end; besides during 1999 the European sales had increased more than twice. The Lion's share of the Lexus cars sold in Europe during the year 1999 was formed by the new model IS200.

The beginning of 2000 as it had already become by the moment rather usual, was marked by the replenishment in the Lexus modes history. In January Lexus introduced in Los Angeles a variation of popular IS200 - the IS300, and in Detroit the LS430 was presented which became a reincarnation of the legendary Lexus model LS400 marking further model’s evolution and perfecting. The new flagship of the model line-up was equipped with latest technical achievements and design: navigation system, DVD, leather and walnut covered interior, V8 engine 4300 сс cubic displacement, 280 horse powers and 417 Nm of torque, acceleration up to 100 km/h at 6.7 seconds, with 5-step automatic transmission. In addition to that, the LS430 had the highest factor of frontal resistance among the cars of its class. In April, 2000 at the Auto Show in New York Lexus announced the forthcoming appearance of the model SC430.

The same month Lexus advertised that by 2003 the RX300 will be manufactured at Toyota car plant in Canada (formerly Lexus used to assemble its cars only in Japan). In June Lexus IS300 model went on sale; in August Lexus became the first in the USA imported luxury brand having sold more than 20 000 of its cars during a month; in September the GS400 model replaced by the GS430. In October the LS430 was put on the line. The results of the year 2000 have shown, that this time again (for five years running) Lexus increased its sales, having outstripped all the other luxury brands within the US car market.

In January 2001, Toyota announced that the engines and suspension bracket for the RX300 model would be manufactured at its plant in Buffalo. At the same time, at the Detroit Auto Show were introduced such models as IS300 SportCross, IS300 Manual Transmission and almost ready to be launched SC430. The IS300 SportCross was equipped with such an option, as gear shifting buttons located on steering wheel that allowed manually, without using automatic transmission, manipulate the gears. Lexus IS300 Manual Transmission, as can be seen from its name, instead of automatic transmission was equipped with mechanical transmission.

In March, 2001 the sales of the SC430 started marking one more substantial milestone in Lexus history; by that time the orders for cars of that model had already been scheduled till the end of the year. The design of this hardtop, though convertible transforming Lexus SC430 into open coupe without driver's exertion, was developed in the Lexus European Design and Development Centre in French Riviera. In August the IS300 SportCross and IS300 Manual Transmission models were brought into the car market, and in October the completely updated third generation of Lexus ES300 went on sale; it was more luxury, spacious, giving more comfort, style and pleasure from driving.

In 2002 the first Lexus official dealer appeared in Russia. It was the "Lexus Business Car" company in Moscow (and a year later there were already two official dealers in Moscow). The same year in June another American blockbaster was released. Its director was a famous master of this genre Stephen Spilberg. Its name was «Minority Report», and the car for the main character was developed by Lexus. The red concept car, working on fuel cells, became a significant element of a video series. Besides this introduction in the movie art sphere, Lexus was continuing to develop new modifications of its serial models: at the Paris Auto Show the IS200 SportCrosshas version equipped with a 2-liter engine of VVT-i system was demonstrated.

And in November, 2002 Lexus model evolution reached new model – Lexus GX470 that immediately entered the US market; it was characterized with the words of «rude luxury». This off-roader (its analogue on sale in Japan was Toyota Land Cruiser Prado) was equipped with suspension bracket capable to change its height depending on the style of driving (be it lack of good roads or smooth autobahn) for optimal car operation.

In March 2003, at Detroit Auto Show Lexus introduced a successor of its well known model RX300; it was more dynamic and contemporary RX330, equipped with 3300 cc displacement engine improved according to the latest technological achievements, with luxury options and body-size much greater than of its predecessor. This model, as before, was intended for the US market.

As for European car market, Lexus exported there another variation of the model with a 3-liter engine, which was also named RX300; the sales of this novelty in the European market began in May, 2003, and during the first month the RX300 overtook all the competitors in its class for the quantity of sold vehicles. So RX330/300 restyled new generation marked another Lexus victory as car manufacturer in car history at large.

Then, in May, at the New York Auto Show Lexus introduced a new concept car - HPX (High Performance Crossover). This concept car, combining the features of off-roader and sedan was a major step to more active market developing of crossovers. In September, as it was planned, assemblage of Lexus cars began on Toyota plant in Cambridge, Canada. Besides, in September at the Frankfurt Motor Show Lexus introduced the refined version of its model line-up flagship – the LS430.

Among the future plans of Lexus there are such ideas as extending the engines line by diesel models for the European market (where diesel engine-type is traditionally popular because of ecologically favorable structure of the exhaust gases) and hybrid models for the US market, where hybrids enjoy much more popularity; manufacturing of GS430 new generation; promotion of its brand in the Japanese market scale where it's less popular and known.

In 2006 Lexus is planning to advance to the next level, super de luxe car class, where such giants rule, as Rolls-Royce, Bentley and Maybach. The evidence of these plans serves the information spread by the company that Lexus is going to produce a limousine that would replace Toyota Century, the one used by the Emperor's family.

The Lexus history on the whole is still going on with much success not limiting itself within the US market borders, for which its cars were originally destined. A number of awards from the press and first places in various ratings provide for that. And these cars surely deserve it equally combining excellent comfort, recognized style and unsurpassed Japanese quality. A considerable role in Lexus success was played by mutual relations with the clients whose interests were initially catered with rapt attention. Besides, Lexus since long ago has become a sponsor of various events connected with sports, arts, preservation of the environment, etc.

Lexus is a Japanese automobile company specialized in production of automobiles through its Toyota Motors Corporation division. Its headquarters are located in Toyota city.

The company is specialized in production of high-class cars, mostly for USA market. Lexus cars combine effectively great style, comfort and quality. Due to good engine and transmission functioning and an improved suspension mechanism Lexus cars have a remarkable maneuverability and smooth movement characteristics.

In July 1985 the first Lexus LS 400 was produced. In May 1986 it passed the necessary test-drives in Germany and only in January 1989 it was presented on auto shows of Detroit and Los Angeles. It was on sale in USA since September 1989.

The exterior of Lexus LS 400, the very first Lexus, had nothing in common with Japanese cars. It was initially designed for American costumers. It suggested that some of Italian carrosseries designers had a hand in designing its body. That was proved to be true after Georgetto Guigaro. The sport sedan GS300 3T with a forced engine, developed by Cologne division Motosport of Toyota Company.

In February 1990 American press nominated the luxurious Lexus LS 400 sedan, remarkable both for its power and economy thanks to its efficient aerodynamic design, the best automobile imported to USA.

In May 1991 the second Lexus bearing SC 400 (coupe) index was put to serial production. It was basically an export version of Toyota Soarer for North American market. After being restyled in 1998 it lost most external points of difference with Toyota Soarer.

The 5-seated Lexus ES 300 sedan was first demonstrated in summer 1991; especially for the American market it was presented as Toyota Camry.

In January 1993 the premiere of Lexus GS 300 took place.

There is a magnificent AWD jeep Lexus LX 450 in Lexus car family, which combines the high style of a luxurious prestigious car with the virtues of Toyota Land Cruiser HDJ 80 all-terrain vehicle. LX 470 model, a huge representative AWD off-road, actually a de luxe version of Toyota Land Cruiser 100, replaced Lexus LX 250 in 1998.

In autumn 1998 the first show of IS model produced by Japanese Toyota Motor Company occurred. In spring 1999 the first compact Lexus model, IS 200, appeared on European and American market.

In 2000 the already broad enough variety of Lexus model was extended with two new models: IS 300 and LS 430. The rest models were also changed slightly. The Brake Assist Safety System (BASS) first appeared and became a standard for Lexus GS, LS and LX, allowing an even distribution of braking effort among the wheels correspondingly to the brakes condition and brake circumstances.

The renovated version of RX 300 off-road vehicle was presented by Lexus on a North American auto show in Detroit that commenced quite recently. This renovated model got the name of Lexus RX 330 and has a bigger body width and length than its predecessor. Now the look of this off-road is more dynamic and modern. The renovated RX 330 is equipped with a 3.3-liter V6 engine making 230 horsepower.