Toyota had a problem in late 1980s, its products being regarded as reliable but unexciting – particularly where the American market was concerned. Your decision was come to launch a totally new brand which may allow the corporation to build up a new selection of up-market cars and also the first true Lexus, the LS400. arrived in 1990 to great acclaim.
There are now a half dozen different clusters of models, which share the vision of high-quality engineering that is a match for the better if European makers will offer, together with standard amounts of trim and equipment unmatched by rivals.
The recent decision to consider Toyota’s Prius-developed hybrid technology (to appear soon in the RX range) is a bold one, indicating that Lexus has managed to move on from as being a ‘me too’ brand to one with intentions to innovate within its marketplace.