Lexus

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Lexus
From Wikipedia, the free encyclopedia

Lexus

The Pursuit of Perfection / Amazing in Motion

Type

Division

Industry

Automotive

Founded

1989

Founder

Eiji Toyoda

Headquarters

Nagoya, Japan

Area served

Worldwide

Key people

Tokuo Fukuichi (MD)
Mark Templin (VP,

Global)

Vince Socco (VP, Asia

Pacific)

Alain Uyttenhoven (VP,

EU)

Jeffrey Bracken (VP,

Products

Luxury vehicles

Services

Automotive financing

Owner

Toyota

U.S.)

Divisions

F marque

Website

Official sites
(select by country)

Lexus (レクサス Rekusasu ) is the luxury vehicle division of Japanese automaker Toyota. First
introduced in 1989 in the USA, Lexus is now sold globally and has become Japan's largest-selling
make of premium cars. The Lexus marque is marketed in over 70 countries and territories
worldwide, and has ranked among the ten largest Japanese global brands in market value. Lexus
is headquartered in Nagoya, Japan. Operational centers are located
in Brussels, Belgium and Torrance, California, USA.
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Lexus originated from a clandestine flagship sedan project, code-named F1, which began in 1983
and culminated in the launch of the original Lexus LS in 1989. Subsequently, the division
added sedan, coupé, convertible, and SUV models. 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, a hybrid version of
the RX crossover debuted, and additional hybrid models later joined the division's lineup. In 2007,
Lexus launched its own F marque performance division with the debut of the IS Fsport sedan,
followed by the LFA supercar in 2009.
From the start of production, Lexus vehicles have been produced in Japan, with manufacturing
centered in the Chūbu and Kyūshūregions, and in particular at Toyota's Tahara, Aichi, Chūbu
and Miyata, Fukuoka, Kyūshū plants. Assembly of the first Lexus built outside the country,
the Ontario, Canada–produced RX 330, began in 2003. Following a corporate reorganization from
2001 to 2005, Lexus also operates its own design, 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 inaugurated dealerships in Japan's domestic market in 2005,
becoming the first Japanese premium car marque to launch in itscountry of origin. Further debuts
in Southeast Asia, Latin America, Europe, and other export regions have since followed. The
division's lineup has also been expanded to reflect regional specifications in model
and powertrain configurations.
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Contents
[hide]





1 History

o

1.1 1980s: The F1 project

o

1.2 1990s: Growth and expansion

o

1.3 2000s: Global reorganization

o

1.4 2010s: Recent developments

2 Corporate affairs

o

2.1 Management

o

2.2 Regional operations

o

2.3 Financial performance



3 Automobiles

o

3.1 Vehicle lineup

o

3.2 F marque

o

3.3 Model nomenclature



4 Design and technology

4.1 L-finesse

o



5 Production

o

5.1 Assembly plants

o

5.2 Quality rankings



6 Service



7 Motorsport



8 Marketing



9 See also



10 References



o

10.1 Notes

o

10.2 Bibliography

11 External links

History[edit]
1980s: The F1 project[edit]
In 1983, Toyota chairman Eiji Toyoda issued a challenge to build the world's best car. This challenge
prompted Toyota to embark on a top-secret project, code-named F1 (“Flagship One”). The F1
project, whose finished product was ultimately the Lexus LS 400, aimed to develop a flagship sedan
that would expand Toyota’s product line, giving it a foothold in the premium segment and offering
both longtime and new customers an upmarket product. The F1 project followed the success of
the Toyota Supra sports car and the premium Toyota Cressida models. Both the Supra and
Cressida were rear-wheel drive cars with a powerful 7M-GE/7M-GTE inline-six engine. The largest
sedan Toyota built at the time was the limited-production, 1960s-vintage Toyota Century, its
domestic, hand built, limousine flagship and sole V8-powered model, followed by the inline-sixenginedToyota Crown premium sedan. 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. F1 designers targeted their new sedan at international markets and began development on
a new V8 engine.
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Lexus made its television debut with champagne glasses stacked on the hood of a revving LS 400.

The opportunity for Japanese manufacturers to export more expensive models had grown in the
1980s due to voluntary export restraints, negotiated by the Japanese government and U.S. trade
representatives, restricting mainstream car sales. In 1986, Honda launched itsAcura marque in the
U.S., influencing Toyota's plans for a luxury division; the initial Acura model was an export version
of the Honda Legend, itself launched in Japan in 1985 as a rival to the Toyota Crown, Nissan
Cedric/Gloria and Mazda Luce. In 1987, Nissan unveiled its plans for a premium brand, Infiniti,
and revised its flagship Nissan President sedan in standard wheelbase form for export as theInfiniti
Q45, which it launched in 1990. In 1988, Mazda began selling the Luce as the Mazda 929 in North
America, and later began plans to develop an upscale marque, to be called Amati, but its plans did
not come to fruition.
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Toyota researchers visited the USA in May 1985 to conduct focus groups and market research on
luxury consumers. During that time, several F1 designers rented a home in Laguna Beach,
California to observe the lifestyles and tastes of American upper classconsumers. Meanwhile, F1
engineering teams conducted prototype testing on locations ranging from the German autobahn to
U.S. roads. Toyota’s market research concluded that a separate brand and 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.
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Brand development

[edit]

In 1986, Toyota’s longtime advertising agency Saatchi & Saatchi formed a specialized unit, Team
One, to handle marketing for the new premium brand. Image consulting firmLippincott &
Margulies was hired to develop a list of 219 prospective names; Vectre, Verone, Chaparel, Calibre
and Alexis were chosen as top candidates. While Alexis quickly became the front runner, concerns
were raised that the name applied to people more than cars (being associated with the Alexis
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[19]

Carrington character on the popular 1980s primetime drama Dynasty), and as a result the first
letter was removed and the "i" replaced with a "u" to morph the name to Lexus.
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The LS 400 flagship 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," and another theory claims it is an acronym for "luxury exports to the U.S." According
to Team One interviews, the brand name has no specific meaning and simply denotes a luxurious
and technological image. Just prior to the release of the first vehicles, database
service LexisNexis obtained a temporary injunction forbidding the name Lexus from being used as
they stated it might cause confusion. The injunction threatened to delay the division's launch and
marketing efforts. Upon reflection, a U.S. appeals court lifted the injunction, deciding that there was
little likelihood of confusion between the two products.
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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." The Lexus logo was developed by Molly Designs and Hunter Communications. 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. 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.
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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
over US$1 billion in costs, the F1 project was completed. 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
L V8 gasoline engine and rear-wheel drive. The LS 400 debuted in January 1989 at the North
American International Auto Show in Detroit, and officially went on sale the following September at
a network of 81 new Lexus dealerships across the U.S. The LS 400 was sold along with a smaller
sibling, theToyota Camry-based ES 250. The launch of Lexus was heralded by a multimillion dollar
advertising campaign in both television and print media.
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In 1991, the SC 400 coupe became the third Lexus model to debut.

At its debut, the LS 400 was widely praised for its quietness, well-appointed and ergonomic interior,
engine performance, build quality,aerodynamics, fuel economy, and value, although it was
criticized by some automobile columnists for derivative styling and asuspension regarded as too
compromising of handling for ride comfort. The LS 400 debuted at US$38,000 in the U.S. (in some
markets, it was priced against mid-size six-cylinder Mercedes-Benz and BMW models) and was
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rated by Car and Driver magazine as better than both the US$63,000 Mercedes-Benz 420 SEL and
the US$55,000 BMW 735i in terms of ride, handling, and performance. The LS 400 also won
major motoring awards from publications including Automobile Magazine and Wheels Magazine.
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 ofdumping in that
market, while 35% of Lexus buyers traded in a Lincoln or Cadillac to make their purchase.
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In December 1989, Lexus initiated a voluntary recall of all 8,000 LS 400s sold to date, based upon
two customer complaints over defective wiring and an overheated brake light. 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. This response was lauded in media publications and helped establish
the marque's early reputation for customer service.
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By 1989's end, 16,392 LS 400 and ES 250 sedans had been sold in the four months following the
U.S. launch. 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. Following initial models, plans called for the addition of
a sports coupe along with a redesigned ES sedan.
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1990s: Growth and expansion[edit]

The first RX 300 crossover 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.,
the vast majority being the LS model. That year, Lexus also began limited exports to the United
Kingdom, Switzerland, Canada, and Australia. In 1991, Lexus launched its first sports coupe,
the SC 400, which shared the LS 400’s V8 engine and rear-wheel drive design. This was followed
by the second generation ES 300 sedan, which succeeded the ES 250 and became Lexus' top
seller. At the conclusion of 1991, Lexus had become the top-selling premium car import in the U.S.,
with sales reaching a total of 71,206 vehicles. That year, Lexus ranked highest in J.D. Power
and Associates' studies on initial vehicle quality, customer satisfaction, and sales satisfaction for the
first time. The marque also began increasing U.S. model prices past those of comparable American
premium makes, but still below high-end European models; by 1992, the LS 400's base price had
risen 18% to nearly US$45,000.
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In 1993, Lexus launched the mid-size GS 300 sports sedan, based on the Toyota Aristo using
the Toyota "S" platform from the Toyota Crown, which had sold for two years prior in Japan. The GS
300 was priced below the LS 400 in the marque's lineup. That same year, Lexus also became one
of the first marques to debut a certified pre-owned program, with the aim of improving trade-in model
values. In 1994, the marque introduced the second generation LS 400, a complete redesign of its
flagship model. In May 1995, sales were threatened by the U.S. government's proposal of
100% tariffs on upscale Japanese cars in response to the widening U.S.-Japan trade deficit. SUVs
were exempt from the proposed sanctions. Normal sales operations resumed by late 1995 when
the Japanese auto manufacturers collectively agreed to greater American investments, and the
tariffs were not enacted.
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The ES 300 was the best-selling Lexus sedan in the 1990s.

In 1996, Lexus debuted its first sport utility vehicle, the LX 450, 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. In 1998, Lexus added the first luxury-branded crossover SUV,
the RX 300, and the second generation GS 300 and GS 400 sedans. The RX crossover
targeted suburbanbuyers who desired an upmarket SUV but did not need the LX's off-road
capability; it was particularly successful, becoming the marque's top-selling model ahead of the ES
300. The same year, Lexus made its debut in South America's most populous country when it
launched sales in Brazil. In 1999, Lexus recorded its one-millionth vehicle sold in the U.S. market,
and was ranked as the top-selling premium car maker in the U.S. overall.
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2000s: Global reorganization[edit]

The RX 400h, the first hybrid version of Lexus' best-selling vehicle, debuted in 2004.

In 2000, Lexus introduced the IS line, 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.
The GX 470 mid-size SUV debuted in 2002, followed by the second generation RX 330 in 2003.
The following year, Lexus recorded its two-millionth U.S. vehicle sale, and debuted the first
luxury-branded production hybrid SUV, the RX 400h. This vehicle used a Lexus Hybrid
Drive system which combined gasoline and electric motors for increased power, fuel efficiency, and
lower emissions relative to gasoline-only equivalents.
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In 2005, Lexus completed an organizational separation from parent company Toyota, with
dedicated design, engineering, training, and manufacturing centers working exclusively for the
division. 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. Executives aimed to increase
Lexus sales outside of its largest market in the U.S. To accompany this expansion, next
generation Lexus vehicles were redesigned as "global models" for international release. In the
European market, where Lexus had long faced struggling sales owing to low brand recognition, few
dedicated dealerships, and 1990s import quotas, the marque announced plans to introduce hybrid
and diesel powertrains, increase the number of Lexus dealerships, and expand operations in
emerging markets such as Russia.
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The second generation Lexus 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. New generation LS, IS, ES, GS and RX models
subsequently became available in Japan along with the SC 430, ending domestic sales of Toyotabranded 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 called Toyota 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. Lexus models sold in Japan featured higher specifications and
a price premium (from ¥1-million and up) compared with their discontinued Toyota counterparts.
Sales for the first half-year were slower than expected, affected by the contraction of the domestic
auto market and price increases, but improved in subsequent months with an expanded lineup.
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Through the mid-2000s, Lexus experienced sales successes in South Korea and Taiwan, becoming
the top-selling import make in both markets in 2005; the marque also sold well in the Middle East,
where it ranked first or second among rivals in multiple countries, and in Australia, where Lexus
reached third in luxury car sales in 2006. Division executives in 2006 announced an expansion
goal from 68 countries to 76 worldwide by 2010. By the end of the decade, this expansion resulted
in official launches in Malaysia and South Africa in 2006, Indonesia in 2007, Chile in 2008, and
the Philippines in 2009.
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Hybrids and F models

[edit]

In 2006, Lexus began sales of the GS 450h, a V6 hybrid performance sedan, and launched the
fourth generation flagship LS line, comprising both standard- and long-wheelbase V8 (LS 460 and
LS 460 L) and hybrid (LS 600h and LS 600h L) versions. 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 approximately US$125,000. By the end of 2006, Lexus'
annual sales had reached 475,000 vehicles worldwide. In January 2007, Lexus announced a new F
marque performance 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, accompanied by a supercar concept, the LF-A.
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The first GS 450h rear-wheel drive hybrid debuted in 2006.

In October 2007, Lexus entered the Specialty Equipment Market Association show in the U.S. for the
first time with the IS F, and announced its F-Sport performance trim level and factory-sanctioned

accessory line. Automotive columnists noted Lexus' increased emphasis on sporty models as an
effort to bolster the marque's performance credentials and target rivals from MercedesBenz's AMG and BMW's Mdivisions. While previous Lexus models such as the SC 400 and GS
400 had received favorable reactions from sport luxury buyers, other Lexus models had been
characterized as favoring comfort over sporty road feel and handling, compared with European
rivals. By the end of 2007, Lexus annual worldwide sales had surpassed 500,000 vehicles, and
the marque ranked as the top-selling premium import in China for the first time. The largest sales
markets in order of size for 2007 were the U.S., Japan, the UK, China, Canada, and Russia.
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In 2008, amidst the late-2000s recession and a weakened world car market, global sales fell 16% to
435,000,
with declines in markets such as the U.S. and Europe where deliveries fell by 21% and
27.5%, respectively.
In 2009, the marque launched the HS 250h, a dedicated hybrid sedan for
North America and Japan, the RX 450h, the second generation hybrid SUV replacing the earlier RX
400h, and later that year debuted theUS$375,000 production LFA exotic coupe. In late 2009, citing
higher sales of hybrid models over their petrol counterparts,
Lexus announced plans to become a
hybrid-only marque in Europe. By the end of the decade, Lexus ranked as the fourth-largest
premium car make in the world by volume, and was the number-one-selling premium car marque in
the U.S. for ten consecutive years.
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2010s: Recent developments[edit]

The Lexus LFA supercar completed 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. Sales in the U.S. held steady despite
the 2009–2010 Toyota vehicle recalls, several of which included Lexus models. The ES 350 and
certain IS models were affected by a recall for potentially jamming floor mats, while parent
company Toyota bore the brunt of negative publicity amid investigations over its series of product
recalls and problem rates per-vehicle.
The redesigned GX 460 was also voluntarily recalled in
April 2010 for a software update, one week after Consumer Reports issued a recommendation not to
buy the SUV, citing a possible rollover risk following the slow stability control response to a highspeed emergency turn. Although the publication knew of no reported incidents, the GX 460
received updated stability control software.
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In late 2010 and early 2011, Lexus began sales of the CT 200h, a compact four-door
hybrid hatchback designed for Europe, in multiple markets.
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.
In March 2011, the Tōhoku earthquake and tsunami caused severe
disruption to Lexus' Japan-based production lines, hindering the marque's near-term sales
prospects. Lexus' U.S. executives stated that due to vehicle shortages amidst close competition
from BMW, Mercedes-Benz, and Audi, the marque would not remain the country's top-selling
premium car brand.
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The first Lexus hatchback, the CT 200h, premiered in 2010.

Cumulative sales results for 2011 indicated a 14% sales drop in the U.S. market, along with sales
increases of 40% and 27% in Europe and Japan respectively,
for a global sales total of 410,000
units. 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. 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.
Subsequently, Toyota chairman Akio Toyoda vowed 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.
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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. In April 2012, the
sixth generation ES line, include ES 350 and ES 300h variants, debuted at the New York
International Auto Show.
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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's National Development and Reform Commission of 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.
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Corporate affairs[edit]
Total sales and production

Regional sales, 2011

Units

Japan[126]

42,365

China[133]

56,303

Europe[125]

43,637

United States[124]

198,552

Type production, 2010

Units

Passenger vehicles

205,070

Crossover SUVs

159,560

Hybrid vehicles

66,226

Line production, 2010

Units

Japan production[134]

283,012

Canada production[135]

81,618

Total

364,630

Management[edit]
Lexus International, headed by managing officer Tokuo Fukuichi, coordinates the worldwide
operations of Toyota's luxury division. Other executives at Lexus' global headquarters, located
in Nagoya, Aichi, include Mark Templin, executive vice president of Lexus International, and
managers of the marque's Japan Sales & Marketing and global Product & Marketing Planning
divisions.
While organizationally separate from its parent company, Lexus International reports
directly to Toyota chief executive officer Akio Toyoda.
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In the U.S., Lexus operations are headed by Jeffrey Bracken, group vice president and general
manager of the U.S. Lexus division, located in Southern California. In Europe, Lexus operations
are headed by Alain Uyttenhoven, vice president of Lexus Europe, located in Brussels. Companion
design facilities are located in Southern California and central Japan, with the head design studio
devoted entirely to Lexus models in Toyota City, Aichi.
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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, with separately owned
and operated Lexus showrooms. By contrast, in Japan all 143 dealerships in the country are
owned and operated by Lexus. Several markets have a designated, third party regional distributor;
for example, in the United Arab Emirates, sales operations are managed by Al-Futtaim Motors LLC,
and in Costa Rica, Lexus vehicles are sold via regional distributor Purdy Motors S.A. Other
officially sanctioned regional distributors have sold Lexus models prior to the launch of, or in
absence of, a dedicated dealership network.
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Fuji Lexus College, the training facility for Lexus dealers in Shizuoka, Japan

Financial performance[edit]
Financial data of Lexus operations are not disclosed publicly. However, automotive analysts
estimate that the Lexus division contributes a disproportionate share of Toyota's profits, relative to its
limited production and sales volume. Interviews with retired division officials indicate that
depending on sales volume, vehicle product development cycles, and exchange rates, Lexus sales
have accounted for as much as half of Toyota's annual U.S. profit in certain years. Division
executives have employed pricing strategies aimed at sustainingprofit margins rather than sales
volume, with historically fewer price incentives than rival brands. In 2006, Lexus
entered Interbrand's list of the Top 100 Global Brands for the first time, with an estimated brand
value of approximately US$3 billion annually. In 2009, Interbrand ranked Lexus as Japan's seventh
largest brand, between Panasonic and Nissan, based on revenue, earnings, and market value.
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Automobiles[edit]
Vehicle lineup[edit]
Further information: List of Lexus vehicles
The global Lexus lineup features sedans of different size classes, including the compact IS and HS
models, mid-size ES and GS models, and the full-size LS 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. The
F marque line produces a variant of the IS sedan and the LFA coupe.
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F marque[edit]
Further information: Lexus F and Lexus F-Sport

Lexus F marque emblem

Lexus produces its highest-performance models under its F marque division. The name refers to
Flagship and Fuji Speedway in Japan, whose first corner, 27R, inspired the shape of the "F"
emblem. F marque models are developed by the Lexus Vehicle Performance Development
Division. The first F marque model, the IS F, went on sale in 2007, followed by the LFA in 2009. A
related F-Sportperformance trim level and factory-sanctioned accessory line is available for standard
Lexus models such as the IS 250 and IS 350. F-Sport succeeded an earlier in-house tuning effort,
the TRD-based L-Tuned, which had offered performance packages on the IS and GS sedans in the
early 2000s.
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The latest editions to the performance F marque include the Lexus RC F and upcoming Lexus GS F.
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Model nomenclature[edit]

Lexus production models are named alphanumerically using two-letter designations followed by
three digits. The first letter indicates relative status in the Lexus model range (ranking), and the
second letter refers to car body style or type (e.g. LS for 'luxury sedan'). The three digits
indicate engine displacement in liters multiplied by a factor of one hundred (e.g. 350 for a 3.5 L
engine). 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' or 'sport' (e.g. in LS and SC), while 'X' refers to
'luxury utility vehicle' or SUV.
On hybrids, the three digits refer to the combined gasoline-electric
output. For certain models, a lower case letter placed after the alphanumeric designation indicates
powerplant type ('h' for hybrid, 'd' for diesel), while capital letter(s) placed at the end indicates a
class subtype (e.g. 'L' for long-wheelbase, 'C' for coupe, 'AWD' for all-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).
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Design and technology[edit]

Lexus Remote Touch controller

Lexus design has traditionally placed an emphasis on targeting specific vehicle development
standards. Since the marque's inception, design targets have ranged from aerodynamics and ride
quality to interior ergonomics. The backronym "IDEAL" ("Impressive, Dynamic, Elegant,
Advanced, and Lasting") is used in the development process. Each vehicle is designed according
to approximately 500 specific product standards, known as "Lexus Musts," on criteria such
as leather seat stitching.
Design elements from the marque's concept vehicle line, the LF
series (including the 2003 LF-S and 2004 LF-C), have been incorporated in production models.
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Vehicle cabins have incorporated electroluminescent Optitron gauges, SmartAccess, a smart
key entry and startup system, and multimedia features. Beginning with the 2010 RX and HS
models, the Remote Touch system, featuring a computer mouse-like controller with haptic feedback,
was introduced;
other models have featured touchscreen controls (through the 2009 model year)
as a navigation screen interface. In 1989, Lexus became among the first premium car marques to
equip models with premium audio systems, in partnership with stereo firm Nakamichi.
Since
2001, optional surround sound systems are offered via high-end audio purveyor Mark Levinson.
For reduced cabin noise, the first LS 400 introduced sandwich steel plating, and later models
added acoustic glass. In 2006, the LS 460 debuted the first ceiling air diffusers and infrared body
temperature sensors in a car.
Telematics services include G-Book with G-Link in Asia and Lexus
Enform in North America.
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The eight-speed automatic transmission in the IS F and LS 460 Sport

In 2006, Lexus incorporated the first production eight-speed automatic transmission in an automobile
with the LS 460, 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. In 2007, Lexus executives signaled intentions to equip further models with hybrid
powertrains, catering to demands for a decrease in both carbon pollution and oil reliance. Hybrid
models have been differentiated by separate badging and lighting technology; in 2008, the LS 600h
L became the first production vehicle to use LED headlamps.
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Safety features on Lexus models range from stability and handling programs (Vehicle Stability
Control and Vehicle Dynamics Integrated Management) to backup cameras, swivel headlights, and
sonar warning systems. The Lexus Pre-Collision System (PCS) integrates multiple safety systems.
In 2007, Lexus introduced the first car safety systems with infrared and pedestrian detection
capabilities, lane keep assist, a Driver Monitoring System with facial recognition monitoring of driver
attentiveness, and rear pre-collision whiplash protection, as part of the LS 460 PCS. As a safety
precaution, Lexus GPS navigation systems in 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. Pre-2007 models came
with a hidden manufacturer override option, and updated European models allow operation in
motion.
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The Lexus flagship has been offered in hybrid form since 2006 as theLS 600h and LS 600h L.

Production models in development have included convertibles, crossovers, and dedicated hybrids.
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
varying platforms. The LS flagship uses a dedicated platform, 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, in both styling and powertrain design. The Nürburgring test track in Germany has also
seen Lexus prototype testing.
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L-finesse[edit]
See also: Lexus LF

Lexus introduced a new design language known as "L-finesse" in the mid-2000s with its LF series
concepts and the 2006 Lexus GS.
L-finesse is represented by three Japanese kanji characters
which translate as "Intriguing Elegance, Incisive Simplicity, and Seamless Anticipation". Design
characteristics, including a fastback profile, lower-set grille, and the use of both convex and
concave surfaces, are derived from Japanese cultural motifs (e.g. the phrase kirikaeshi in
arrowhead shapes). While earlier Lexus models were criticized for reserved and derivative styling,
and often mistaken for understated domestic market cars, automotive design analyses described
L-finesse as adding a distinctive nature and embrace of Japanese design identity.
Opinions
varied for L-finesse's debut on the GS; Sports Car International's analysis praised the vehicle's inperson appearance; Automobile Magazine criticized the daring of its forward styling, and
compared subsequent rival models for design similarities. 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. L-finesse exhibitions were presented at Milan'sSalone
del Mobile from 2005 through 2009.
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Production[edit]
Assembly plants[edit]

Lexus models produced by the Tahara plant in Aichi, Japan

The first Lexus vehicles were manufactured in Toyota's flagship Tahara plant, a highly sophisticated,
computerized manufacturing plant in Japan.
Lexus production techniques include methods and
standards of quality control that differ from Toyota models.
At the Tahara plant,
separate assembly lines were developed for Lexus vehicles,
along with new molds and
specialized manufacturing equipment. Welding processes, body panel fit tolerances, and paint
quality requirements are more stringent.
Lexus plant workers, typically veteran technicians, are
identified via repeated performance evaluations and ranked according to skill grade, with limited
applicants accepted. The highest level takumi (Japanese for "artisan") engineers are responsible
for maintaining production standards at key points in the assembly process, such as testing engine
performance. Production vehicles are given visual inspections for flaws, individually test-driven at
high speeds, and subjected to vibration tests.
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Through the 2000s, most Lexus sedan and SUV production has occurred in Japan at the Tahara
plant in Aichi and Miyata plant in Fukuoka. In addition to the Tahara factory, Lexus vehicles have
been produced at the Miyata plant (Toyota Motor Kyushu, Inc.) in Miyawaka, Fukuoka, Higashi Fuji
plant (Kanto Auto Works, Ltd.) in Susono, Shizuoka, and Sanage plant (Toyota Boshoku Corp.;
Araco) in Toyota City, Aichi. Front-wheel drive cars, such as the ES and HS, are produced in
the Fukuoka Prefecture. The Kokura plant in Kitakyushu, Fukuoka, which opened in 2008, is a
dedicated hybrid production site for Lexus models such as the gasoline-electric RX. The North
American–market RX 350 (since the 2004 model year) is produced at the Cambridge plant (Toyota
Canada, Inc.) in the city of Cambridge, 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. 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
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worldwide plant quality, and in 2009 the Higashi Fuji plant, site of SC production, received the
same recognition.
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Assembly sites by model[68][149]

Plant

Owner

Location

Model(s)

Tahara

Toyota Motor Corp.

Tahara, Aichi Prefecture

LS, GS, IS, GX

Kokura

Toyota Motor Kyushu, Inc.

Kitakyushu, Fukuoka Prefecture

CT, HS, RX

Miyata

Toyota Motor Kyushu, Inc.

Miyawaka, Fukuoka Prefecture

ES, IS, RX, NX

Motomachi

Toyota Motor Corp.

Toyota City, Aichi Prefecture

LFA

Higashi Fuji

Kanto Auto Works, Ltd.

Susono, Shizuoka Prefecture

SC

Sanage

Toyota Boshoku Corp.

Toyota City, Aichi Prefecture

LX

Cambridge

Toyota Motor Manufacturing Canada, Inc.(TMMC)

Cambridge, Ontario

RX, 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 most reliable brand in the U.S. over fourteen times since 1995, according to its Vehicle
Dependability Survey of over 53,000 vehicle owners and the first three years of ownership.
In
the J.D. Power Owner Satisfaction Survey of 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. In the 2000s, Consumer Reports named Lexus among the top five most
reliable brands in its Annual Car Reliability Surveys of over one million vehicles across the U.S.
The marque has also topped the J.D. Power Initial Quality Index, which measures vehicle
problems in the first 90 days of ownership.
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Service[edit]

Showroom of a Lexus dealership inSapporo, Hokkaido, Japan

Lexus 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 indoor putting greens.
Dealerships typically offer complimentary loaner cars
or "courtesy cars" and free car washes, and some have added on-site cafes and designer
boutiques.
Service bays are lined with large picture windows for owners to watch the servicing of
their vehicle. In 2005, Lexus also began reserving parking lots at major sporting arenas,
entertainment events, and shopping malls, with the only requirement for free entry being the
ownership of a Lexus vehicle. An online owner publication, Lexus Magazine, features automotive
and lifestyle articles and is published online monthly and on a mobile site.
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Since 2002, Lexus has scored consecutive top ratings in the Auto Express
and 76,000respondent Top Gear customer satisfaction surveys in the UK. Lexus has also repeatedly topped
the 79,000-respondent J.D. Power Customer Service Index and Luxury Institute, New York surveys
in the U.S. As a result of service satisfaction levels, the marque has one of the highest customer
loyalty rates in the industry. 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"), and some dealerships have incorporated training at upscale
establishments such as Nordstrom department stores and Ritz-Carlton hotels.
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Motorsport[edit]

Lexus has competed at the 24 Hours Nürburgring since 2008, with race vehicles including the LFA and IS F.

Lexus first entered the motorsport arena in 1999 when its racing unit, Team Lexus, fielded two GS
400 race vehicles in the Motorola Cup North American Street Stock Championship touring
car series. In its 1999 inaugural season, Team Lexus achieved its first victory with its sixth race
at Road Atlanta. Led by Sports Car Club of America and 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 of the
2001 Grand-Am Cup season at Phoenix, Arizona. Team Lexus won its first IS 300 victory that year
at theVirginia International Raceway. In 2002, Team Lexus' competitive efforts in the Grand-Am
Cup ST1 (Street Tuner) class achieved victories in the Drivers' and Team Championships,
as well
as a sweep of the top three finishes at Circuit Mont-Tremblant in Quebec, Canada.
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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 GT series of the All Japan Grand Touring Car
Championship in the GT500 class. In the first race of the 2006 series, an SC 430 took the chequered
flag, and drivers André Lotterer and Juichi Wakisaka raced the SC 430 to capture the GT500
championship for that year. In 2007, another SC 430 won the GT500 opening round race. In
2006, Lexus raced a hybrid vehicle for the first time, entering a GS 450h performance hybrid sedan
in partnership with Sigma Advanced Racing Development at the 24 Hours of Tokachi race
in Hokkaido, Japan. Lexus Canada also entered the GS 450h in 2007's Targa Newfoundland event.
In 2009, Lexus Super GT Team SC 430 and IS 350 racers won the GT500 and GT300
championships, respectively.
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In 2006, 2007, and 2008, Lexus won the Rolex Sports Car Series Manufacturers' Championship.

Lexus' participation in endurance racing further includes the Rolex 24 Hours of Daytona, sanctioned
by the Grand American Road Racing Association. After entering the Rolex Sports Car Series in
2004, Lexus has won over 15 Rolex Series event races. In 2005, Lexus was runner-up, and in
2006, it won the championship. 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-Riley prototype driven by Scott Pruett, Juan Pablo Montoya,
and Salvador Durán of Chip Ganassi Racing finishing first; Lexus-Riley prototypes also took three of
the top ten spots. In 2008, Lexus won its third consecutive win at Daytona. For the 2010 season,
Lexus departed from the Rolex Sports Car Series, and Ganassi Racing switched
to BMW/Dinan engines. The LF-A prototype also competed on the Nürburgring since 2008
in VLN endurance races and in the 24 Hours Nürburgring, also with the IS F. On May 14, 2011, a
CT 200h tuned up by Gazoo Racing competed in the Adenauer ADAC Rundstrecken-Trophy, a sixhour endurance race.
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Marketing[edit]

The Lexus 2054, a concept model produced for the film Minority Report

From its inception, Lexus has been advertised to luxury consumers using specific marketing
strategies, with a consistent motif used for the marque's advertisements. Beginning in 1989,
television ads were narrated by actor James Sloyan (the voice of "Mr. Lexus" until 2009), and
accompanied by vehicles that performed unusual stunts onscreen. The first decade of Lexus
commercials (1989–99) consisted primarily of disjunctive verbal descriptions, such as "relentless,"
"pursuit," and "perfection," while vehicles were used to claim superiority in precision, idling, and
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interior quiet and comfort on camera. Examples included the champagne glass "Balance" (1989)
and rolling "Ball Bearing" (1992). In the 2000s, commercials included descriptions of novel
features, or a narration of the events onscreen, and were often targeted at the marque's German
competitors. An annual "December to Remember" campaign featured scenes of family members
surprising loved ones with the gift of a new Lexus. The marque returned to the champagne glass
theme in a 2006 LS 460 spot showing the sedan maneuvering between two stacks of glasses using
its self-parking system, and in a 2010 LFA spot showing its engine sound shattering a glass
via resonance frequency.
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Lexus LFA Crystallised Wind, a full-size glass art model

Industry 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. A reputation for dependability, bolstered by reliability surveys,
also became a primary factor in attracting new customers from rival premium makes.
Lexus has
since grown to command higher price premiums than rival Japanese makes, with new models
further increasing in price and reaching the over-US$100,000 ultra-luxury category long dominated
by rival European marques.
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Automotive analysts have also noted Lexus' relative newcomer status as a marketing challenge for
the brand, although some have debated the requirement of a long history.
European rivals have
marketed their decades of heritage and pedigree, whereas Lexus' reputation rests primarily upon
its perceived quality and shared history with parent company Toyota. Several analysts have stated
that Lexus will have to develop its own heritage over time by highlighting technological innovations
and producing substantial products.
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Lexus' marketing efforts have extended to sporting and charity event sponsorships, including
the U.S. Open tennis Grand Slam event from 2005 to 2009, and the United States Golf
Association's U.S. Open, U.S. Women's Open, U.S. Senior Open, and U.S. Amateur tournaments
since 2007.
Lexus has organized an annual Champions for Charity golf series in the U.S. since
1989. Endorsement contracts have also been signed with professional athletes Andy
Roddick, Annika Sörenstam, and Peter Jacobsen.
[262][263]

[264]

[265]

See also[edit]


The Championship by Lexus

References[edit]
Notes[edit]
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50.

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53.

^ Jump up to:a b Dawson 2004, pp. 160–61

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