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The Lexus is the luxury vehicle division of Japanese automaker Toyota Motor Corporation. Its first introduced in 1989 in USA, Lexus is now sold internationally and has had the largest-selling Japanese made ​​of premium cars. The Lexus marque is sent to over 70 countries and territories around the world, and has among the Japanese ten largest global brands in market value. The Lexus is headquartered in Nagoya, Japan. Facilities are located in Brussels, Belgium, and in Torrance, California, USA.

The Lexus originated from a secret flagship sedan project, F1 code-named, which began in 1983 and led to the launch of the first Lexus LS in 1989 and later, the division added sedan, coupe, convertible, and Suv models. Until 2005 there were no Lexus as a brand in its home market and all the cars are marketed internationally as the Lexus from 1989-2005 were released in Japan under the marque of Toyota and corresponds to a model name. In 2005, a version of the hybrid crossover Rx intervened, and later more hybrid models joined the program’s division. In 2007, Lexus launched its F marque performance division with the debut of the Is F sport sedan, followed Supercar LFA in 2009.

Since the start of production, Lexus vehicles have been produced in Japan, and manufacturing centered in the Chūbu and Kyushu regions, and in particular at Toyota’s Tahara, Aichi, Chūbu and Miyata, Fukuoka, Kyushu plants. Assembly of the first Lexus built outside the country, Ontario, Canada-produced Rx 330, began in 2003 Following a corporate restructuring from 2001 to 2005, Lexus and works in design, engineering, manufacturing and its institutions, the only responsible for the division’s vehicles.

From the 2000s, Lexus has increased sales outside its largest market, the USA, using the increasing global. Division inaugurated dealerships in the domestic Japanese market in 2005, became the first Japanese premium car marque to launch its land of origin. Debuts in Southeast Asia, Latin America, Europe, and other regions to export the years since. The division has been expanded to reflect regional specifications in prayer and powertrain configurations.

In 1983, Toyota chairman Eiji Toyoda issued a challenge to build the best car of the world. This prompted a challenge Toyota to start a top-secret project, code-named F1. The F1 project, a finished product whose end Lexus LS 400, aimed to improve the sedan flagship Toyota expanded product line, giving it a foothold in the part of the premium and offering both longtime and new customers upmarket product. F1 project followed the success of the Toyota Supra sports car and the premium Toyota guns models. Both the Supra and guns were rear-wheel drive cars with a strong 7M-GE / 7M-GTE inline six engine. The largest sedan Toyota built at time was the limited-production, 1960s-vintage Toyota, its domestic, hand-built, Limousine flagship and sole V8-powered model, followed by the inline-six Ned Toyota Crown premium sedan. In the conservatively styled for the Japanese market, and with the Crown not slated for export, despite being disappointed. completely restyle 1982.F1 designers targeted their new sedan to international markets and began development on a new V8 engine.

In 1986, longtime advertising agency Toyota’s lychees & lychees up a special unit, Team One, to handle marketing a new premium brand. Image consulting firm Lippincott & Margulies was hired to develop a list of 219 names of prospective; Vectre, Verona, Chaparel, Calibre and Alexis were chosen as top candidates. While Alexis quickly became front runner, concerns were raised that the name is used by more than cars, and as a result, the first item was removed and the ‘i “instead of a” u “to morph the name Lexus.

Cumulative sales results for 2011 showed a 14% sales drop markets in the U.S., with sales increases of 40% and 27% in Europe and Japan, respectively, for a global total sales 410,000 units of. Streak Lexus’ eleven years in a row as the best-selling luxury marque in the U.S. ended that year, and subject to the BMW followed by Mercedes-Benz. 2011 and 45 percent of Lexus sales in the United States rely on Rx luxury crossover Suv, rival Mercedes-Benz’s best-selling collection was a sedan E-Class luxury mid-price is very high. Later, Chairman of Toyota Akio Toyoda vowed to restore interest to the marque and further increase the independence of its organization, admitting that ” back then we did not consider the Lexus as a brand but as a distribution channel”. Because of changes in the organization’s Toyoda, Lexus senior managers report directly to the chairman for the first time in the history of the marque’s.

In January 2012, the marque began the fourth generation sales GS line, including the GS 350 and GS 450h variants, and a low-migration model GS 250 select markets. In April 2012, the sixth generation of the ES line, include the ES 350 and ES 300h variants, debuted at New York International Auto Show.

In August 2014, Toyota announced it would cut its Lexus spare parts prices in China by up to 35%. The company agreed to the move was in response to the investigation earlier this month by China’s National Development and Reform Commission of Lexus for the remaining policies, as part of an industry-wide investigation that Chinese Regulator considers exorbitantly high prices being charged by automakers for spare parts and after-sales service.

Lexus Motorsport

Lexus came in first at the stadium More in 1999 when its racing unit, Team Lexus, fielded two GS 400 vehicles race in the Motorola Cup North American Street Stock Championship touring car series. In its 1999 season event, Team Lexus achieved victory in the first race of the sixth at Road Atlanta. Led by the Sports Car Club of America and the International Motor Sports Association driver Chuck Goldsborough, based in Baltimore, Maryland, Team Lexus capitalized on the debut of the first generation Lexus IS by entering three IS 300s in the third race 2001 Grand-Am Cup season at Phoenix, Arizona. Team Lexus won the first IS 300 in its victory that year at the Virginia International Raceway. In 2002, Team Lexus ‘competitive efforts in the Grand-Am Cup St1 (Street Tuner) class achieved a victory in the Drivers’ and Team Championships, and the sweep of the top three at Circuit Mont-Tremblant in Quebec, Canada.

After the release of the brand Lexus Japanese domestic market in 2005, Lexus permitted to enter the four SC 430 coupes Super GT series of the All Japan Grand Touring Car Championship GT500 class. In the first race in the series in 2006, the SC 430 took the checkered flag, and drivers André Lotterer and Juichi Wakisaka raced the SC 430 to capture the championship GT500 for that year. In 2007, another SC 430 won GT500 opening round race. In 2006, Lexus raced hybrid car for the first time, into a GS 450h performance hybrid sedan in partnership with Sigma Advanced Racing Development at the hours of Tokachi race in Hokkaido, Japan 24 Lexus Canada also entered 450h GS in 2007 Targ Newfoundland’s event. In 2009, Lexus Super GT Team SC 430 and IS 350 racers won GT500 and GT300 Championships, respectively.

Lexus Marketing

Lexus has been advertised to luxury consumers using specific marketing strategies, consistent with the a.k.a. used in ads for the marque. Since 1989, television ads were narrated by ACTOR James Sloyan and in accordance with the cars that made ​​STUNTS unusual onscreen. The first decade of market Lexus (1989-99) consisted primarily of disjunctive definitions of words, such as “relentless,” “pursuit,” and “perfection,” while the vehicle is used for greater accuracy, idling, and a quiet interior comfort on camera. Examples included a glass of champagne “Balance” (1989) and pulling the “Ball Bearing” (1992). In January 2000, the markets have included descriptions of the features of a novel, or a discussion of the events onscreen, and were often targeted by rivals marque’s German. An annual “December to Remember” campaign featured scenes of family members would surprise your loved ones the gift of a new Lexus. The marque returned champagne glass top in a 2006 LS 460 shows to speak of a sedan between two stacks of glasses using its self-parking system, and in the 2010 LFA area showing the engine and the sound of shattering glass via resonance frequency.

Automotive analysts have also noted a Lexus’ relative as a marketing challenge the brand, although some of them contradictory requirement has a long history. That’s where the European have marketed their decades of heritage and genealogy, and the Lexus reputation rests primarily upon the quality of the allegation and a shared history with parent company Toyota. Several analysts have said Lexus will improve its heritage over time by technology and the production of many products.

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