In pursuit of perfection, Japan's Toyota Motor Corporation has developed a car brand that was aimed at extending the coverage of the company into the market for luxury or high-end cars. In 1989, that initiative was capped and implemented through the launch of Lexus. Today, the car brand is one of the most talked about and in-demand the world over.
Lexus as a car brand is manufactured in the United States. It is also made and imported to other important car markets across Europe, the Middle East, Africa, North America, Asia, Latin America and Oceania. In the United States alone, Lexus is hailed as being the highest-selling and No.1 luxury car brand for a series of consecutive years already.
The name Lexus is not just synonymous to style, comfort, luxury and reliability. When you get to delve on the history of the brand, you would find that behind the simple beginnings is a car brand that is destined to win over the hearts of many car owners all over the world.
The conception of the creation of a luxury brand in Toyota started as early as 1983. Since then, Toyota's formidable team of researchers and car designers has never ceased doing studies and experiments to come up with a superior performing premium car. Finally, in 1985, the luxury car was completed, and a good and catchy trade name.
The name 'Lexus' was conceived not by Toyota but through combined efforts of advertising firm Saatchi & Saatchi, which was hired to furnish an image for the luxury brand. Image consulting firm Lippincott & Margulies was the firm that short-listed as narrow as 219 possible names for the car. At the end of the name selection process, 'Alexis' was chosen. 'Alexis' was inspired by the Alexis Carrington character that appeared on primetime television drama Dynasty.
The name Alexis eventually morphed to become Lexus. Toyota then felt satisfaction with the brand name. Lexus, according to Toyota, is a catchy name that would soon depict the merger of the concepts of luxury and elegance. The company was right. No one could not imagine how the luxury car would be accommodated in the market if it was not called Lexus.
Superior performance and superb reliability has made Lexus a trustworthy brand globally. In the United States alone, considered the most important car market, Lexus has been rapidly snapping up market share. In fact, the car brand is the biggest selling luxury or premium car in the land.
Customer service is another factor that makes Lexus stand out among the crowd of carmakers. JD Power and Associates has recognized the car brand as the most reliable based on its 2006 survey of vehicle dependability. Consumer Reports named Lexus as among the five most reliable car brands in the United States based on yearly car reliability surveys.
Even in the United Kingdom, Lexus is also highly recognized. The brand was the outstanding luxury name in the British auto Express and Top Gear surveys of satisfaction. British car owners find Lexus cars as having good quality and exuding reliability.
Indeed, Lexus has perfected its pursuit of perfection out of unparalleled passion.
Original Authors: Manny
Edit Update Authors: RPN
Updated On: 15/08/2007