Lexus: A Retrospective

Lexus: A Retrospective
For newcomers to the automotive scene, the acceptance of Lexus as one of the leading lights among builders of luxury automobiles has become so complete that observers can be forgiven for thinking that Lexus has been present in this group for many decades.

Of course, that isn't true. To the considerable surprise of nearly everyone involved, Lexus grew into the player it is today from a seed cautiously planted in 1983, just 23 years ago. That's when officials at Toyota in Japan, from which the Lexus nameplate springs, decided that the time was right to launch their own line of luxury automobiles, taking on the giants who had always owned that territory—Mercedes-Benz, Jaguar, Cadillac and BMW. From the first LS 400 and ES 250 sedans launched in 1989, Lexus, had in many respects matched the established luxury players and their high levels of excellence stride for stride.

While the Lexus reputation for excellence became a matter of public record with repeated recognition from independent watchdogs such as J.D. Power and Associates, winning awards for the sake of the awards themselves was never the Lexus goal. The goal was then, as it remains today, to build the finest luxury sedans in the world, using the latest technologies, with the most environmentally advanced strategies. By many accounts that's just what Lexus did.

As with so many things, the Lexus story began with the vision of one man. That man was Toyota Chairman Eiji Toyoda, who in the early 1980s called together his most trusted corporate officers and advisors and told them that the company needed to create a luxury automobile that would equal, and then exceed, the world's best. Mr. Toyoda and other Toyota leaders recognized that the huge baby-boom generation would soon enter its peak earning years, creating a huge demand for top-quality cars. Toyota needed to be able to capitalize on that demand.

The decision to go forward with the plan to build a luxury car was made with the input of Yukiyasu Togo, president and chairman of Toyota Motor Sales (TMS), U.S.A., Inc., from 1983 to June 1992, who estimated that the project would cost $1 billion, even as he made sure that this special new car would have a distinctly American flavor.

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PlanoA4PlanoA4 - 9/12/2006 4:17:37 PM
+2 Boost
Hey, I slam Lexus quite a bit. This was interesting so I tossed it out there for you guys to lather up over. Lexus is a "Marketing" success by any stroke of the imagination. I would have done the same for any other marquee.


crackityjonescrackityjones - 9/12/2006 5:27:50 PM
+1 Boost
It would only be a marketing success if the brand was a hit for a few years and then flaked out.

The brand keeps growing because it's a product success as well.


lexusis350lexusis350 - 9/12/2006 5:51:37 PM
+1 Boost
Will-
"23 short years ago, the number one luxury brand in America was born..."
-----------------------------------------------------------------------
And soon the number one in the world. It will happen eventually Lexus haters, get used to it now.


BMW530iBMW530i - 9/12/2006 6:02:10 PM
-1 Boost
And soon the number one in the world. It will happen eventually Lexus haters, get used to it now.
================================

Yeah......right....


lexusis350lexusis350 - 9/12/2006 6:06:52 PM
0 Boost
You know it will BMW530i, you German fans are all in denial of this, but it will happen.


DallasMR2DallasMR2 - 9/12/2006 6:26:29 PM
0 Boost
not with Toyota's slipping reliability. (see; Recall)


RupertRupert - 9/12/2006 6:28:08 PM
+2 Boost
why will it happen lexusis350? why won't another company stay up there?
what makes lexus so unstoppable? no car is perfect.


carfan3carfan3 - 9/12/2006 7:04:52 PM
+1 Boost
huu76,

that would be true if all other car companies stood still or Lexus never makes mistakes. Toyota has had a rash of recalls, so obviously, they do make mistakes....what about the Echo....another dud....etc.


BMW530iBMW530i - 9/12/2006 7:23:37 PM
-1 Boost
LexusIS350,

Stop spewing your mindless BS posts here. You're a troll and nothing more. Why not support your answer with some FACTS. I challenge you to that.


carfan3carfan3 - 9/12/2006 7:44:21 PM
+1 Boost
Will,

NEVER huh?

LARGEST AUTOMOTIVE MARKET IN THE WORLD?
The USA will not be the largest for too much longer. China seems to be growing really fast....what are their sales numbers there? What are their sales totals in Europe? in Asia?




LexusKindaGuy12LexusKindaGuy12 - 9/12/2006 8:07:36 PM
+2 Boost
wow Toyoda...and toyota...coincidence? lol


BMW530iBMW530i - 9/12/2006 8:07:40 PM
-2 Boost
Why is everyone bringing up recalls? You think recalls is what's going to hold Lexus back? Don't get happy yet German fans, Toyota may have recalls, but their quality and reliability will NEVER fall to the level of the Germans as they are now.
========================================

Don't get too overconfidant. Every manufacturer can slip. Even your Godly Toyota-Lexus...



Also, the point that many of us are trying to make is that it has ONLY BEEN 23 YEARS since Lexus first debuted and they are ALREADY THE No.1 LUXURY BRAND in the LARGEST AUTOMOTIVE MARKET IN THE WORLD!!!
==============================================

So? They're significantly cheaper and they come well equipped. Many Americans looking for a luxury car want this and might not care too much about image.


BMW and Mercedes practically let Lexus have North America, we can all agree that they wont be so kind when it comes to the rest or the world, but this is expected.
==========================================

No they didn't. Their problems let Lexus take the lead. The German brands are improving though. The future looks...shall we say, "competetive".


carfan3carfan3 - 9/12/2006 8:59:04 PM
+3 Boost
will,

wow! that's some serious predictions. maybe it would be best to have all other auto manufacturers pack up and close up shop....all cars be lexus....now that is scary....not enough coffee in the world to keep me awake from the inherent boredom... then again...who would they copy design ideas from?


carfan3carfan3 - 9/12/2006 9:10:29 PM
+2 Boost
will,
another thing to keep in mind is the history between japan and the rest of asia.....that will definitely limit their growth.


carfan3carfan3 - 9/12/2006 9:32:40 PM
-1 Boost
far from scared....just amazed how folks see toyota/lexus. why do you keep thinking folks are intimidated? i could care less who becomes #1. no company is invulnerable. the way you talk about how great lexus is....too funny. i remember when the big 3 had that swagger....look where they are. at least gm seems to be on the road to recovery. ford...well, not so good.


kart1kart1 - 9/12/2006 9:42:35 PM
+2 Boost
Yay I was getting bored with the lack of Lexus messages, but I happy now.


carfan3carfan3 - 9/12/2006 9:42:47 PM
+1 Boost
something i've always wondered...why does the lexus commercials always use a voice that has a pseudo-european accent? exactly the reason why european cars are perceived as more prestigious


kart1kart1 - 9/12/2006 9:43:51 PM
0 Boost
carfan3 - Asia isn't really happy with the history of European and Asian interaction as well.


carfan3carfan3 - 9/12/2006 9:47:54 PM
+2 Boost
kart1,
you are correct, but japan - asia relations are on a much higher level of bad....going back to a lot of war attrocities that have never been forgiven.


kart1kart1 - 9/12/2006 10:04:23 PM
+1 Boost
I think European cars are seen as more prestigious because they have always been more expensive than American or Japanese offerings (traditionally, because from MB and BMW you only had MB and BMW, while from Toyota or Honda you had those companies and not their luxury nameplates until the late 80's). So since only rich people were able to afford them it makes them more prestigious because richer people tend to have the best of things. So it is seen as more prestigious because of that. Oh yeah it is because C3P0 and British butlers that people think that this accent is more worthy of rich people. You know luxury usually has a lot of association with tradition and being rich from birth. Lexus while being very young has captured this in the US, so don't doubt it.


lexusis350lexusis350 - 9/12/2006 11:12:51 PM
+1 Boost
BMW530i-
You want facts that Lexus is better than your German cars? Well, for one thing, Toyota had the recalls, not Lexus. Despite what people say, Toyota and Lexus are seperate companies. It's the same with Chrysler and Mercedes. They're owned by the same company, use some of the same parts, but are completely different. So anyway, Lexus is better because they do have better reliability, you can't argue that. They also give you more bang for the buck without reducing quality. And Lexus knows that the way to be a true competitor is to charge a fair price for their cars. Not 100k for a V8 pile of crap. And do you know what else BMW530i...you said to stop posting my BS crap on this website. This article is on Lexus. It's Lexus' territory. If anything, you should stop posting your BS on Lexus' article. And tell me, why is Mercedes, BMW, or Audi any better than Lexus? And don't say because they have the history because Toyota has been around longer than Lamborghini and Porsche. So, tell me, if Lexus is such a bad car, what makes the German cars any better?


carfan3carfan3 - 9/13/2006 1:18:50 AM
+2 Boost
Ahh... you said it yourself...toyota and lexus are separate companies; therefore, toyota history is irrelevant toward your argument. the fact is that no matter how much the lexus brand aspires to be seen as upscale, it is not because it does not have the history. 23 years is nothing. also, has there ever been a production lexus that embodies/defines what "lexus" is all about? if so, how much does it fetch at auction?
here are a few memorable examples:
Mercedes-Benz 300SL Gullwing, 500SEL (W126), S-Class
BMW: 2002, 3 Series, Mille Miglia
Cadillac: Fleetwood, Eldorado


BMW530iBMW530i - 9/13/2006 6:25:06 AM
0 Boost
LexusIS350,

You want facts that Lexus is better than your German cars? Well, for one thing, Toyota had the recalls, not Lexus. Despite what people say, Toyota and Lexus are seperate companies. It's the same with Chrysler and Mercedes. They're owned by the same company, use some of the same parts, but are completely different. So anyway, Lexus is better because they do have better reliability, you can't argue that. They also give you more bang for the buck without reducing quality. And Lexus knows that the way to be a true competitor is to charge a fair price for their cars. Not 100k for a V8 pile of crap. And do you know what else BMW530i...you said to stop posting my BS crap on this website. This article is on Lexus. It's Lexus' territory. If anything, you should stop posting your BS on Lexus' article. And tell me, why is Mercedes, BMW, or Audi any better than Lexus? And don't say because they have the history because Toyota has been around longer than Lamborghini and Porsche. So, tell me, if Lexus is such a bad car, what makes the German cars any better?
==================================================

VERY WEAK ARGUMENT. An argument that can only come from a kid who knows shit about cars. That's what you are IS350, a kid.

Nothing you said is factual evidence that Lexus will be "taking over the world", nothing. Fact is, when it comes to international markets, the Germans are in a much better position than Lexus, and you can bet that they won't be giving that up without a fight.

In fact, the German position in North America is far from lost. So they've taken a hit with their quality issues, true, but that can be resolved over time. Last time I checked, the German brands were improving significantly.

Either way, you didn't back up your claim that Lexus will be the number one car maker soon...

Oh, and look at this: Toyota only? Sure...

=====================================================
Toyota U.S. recall extravaganza

Tundras, Scions, and now... Toyota Motor is recalling 367,600 U.S. Highlander and Lexus RX SUVs to fix clips that may allow a console access panel to fall onto the gas pedal.

The recall applies to 2004-2005 Highlanders and RX 330s and 2006 Highlander Hybrid and RX 400h models. Stronger clips will be installed to replace the original units.

Toyota says it has had seven reported complaints about the errant panel, and in two cases it interfered with the gas pedal, causing accidents. No injuries have resulted.

Source: Autoblog
=============================================


BMW530iBMW530i - 9/13/2006 6:26:39 AM
0 Boost
Will,

23 years obviously is something. It's approximately how long it took for Mercedes and BMW to end up where they are!

You are once again bringing up the prestige argument, a classic tactic when you have nothing else to argue like quality, reliability, style, price, etc...
=====================================

Stop making it sound worse than it is. The German brands are still respected and sought after in the US. You're making it sound as if everyone is considering a Lexus: won't happen.


JUGNUJUGNU - 9/13/2006 7:26:07 AM
0 Boost
BMW530i
Again the biass german fans came to destroy another blog of LEXUS.
And BMW530i,when asked, u claim that u never said anything negative or bashed Lexus.

JUGNU


JUGNUJUGNU - 9/13/2006 7:31:02 AM
+1 Boost
And planoA4,u r a moron,why on your every Lexus blog u put the same half pic of Lexus LS460?
And when it comes to Audi,u biass Audi fan,u always give the best pic.Best posed one.

JUGNU


BMW530iBMW530i - 9/13/2006 7:36:25 AM
0 Boost
I am bot biased towards anything. I think of myself as an OBJECTIVE person.

Lexus is a good car, but they're not all that you fanboys make them out to be. Sure, there are tons of German fanboys here too, I can't speak for them but I can speak for me.

Whenever I make a post where I criticize Lexus, I am attempting to put some facts into the minds of Lexus fans - who apparently are blinded by the brands success. Only a few Lexus supporters here strike me as being rational: JT, Jugnu and Huu76 (sometimes).


BMW530iBMW530i - 9/13/2006 7:40:51 AM
0 Boost
Jugnu,

And BMW530i,when asked, u claim that u never said anything negative or bashed Lexus.
-----------------------------------

I have said negative things about Lexus, I admit that, but I am not a HATER. I respect Lexus, but I don't respect some of the Lexus fans on these boards are not objective or rational (LexusIS350 for instance). I also don't like some of the German fanboys here such as Germannut, who's posts are always biased towards Audi.

When I slam Lexus, I slam them had to knock some sense into the minds of some of the Lexus fans here. I am sure you'll agree with me that your fellow Lexus-fan, IS350, is a troll. Never backing up his gibberish with facts and always claiming that "Lexus is the best" when in reality, every preimum carmaker can be considered "the best" already. It doesn't get any better than this. RR and Bentley are virtually less technologically sophisticated than these cars.


carfan3carfan3 - 9/13/2006 9:12:10 AM
+2 Boost
what is the most memorable lexus? none come to mind as particulary memorable...or exciting for that matter. there are numerous german, italian, english, american...heck, even french cars that are memorable.

for the japanese cars as a whole, all i can think of is the datsun 280ZX. the fj was a blatant ripoff of the Willys Jeep

heritage is what separates the european and and american cars from the japanese. there is a long history of innovation which are well over a century. most of the companies you lexus folks want your cars to be compared to have been the benchmark for considerably longer than you care to admit. how many years has lexus been leading in quality? innovation? a blink of an eye in automotive history. you fail to recognize the contributions of the europeans and the americans....and that is ignorant. you want lexus to have instant credibility.....it can't....needs to be earned over a much longer period.



carfan3carfan3 - 9/13/2006 2:12:35 PM
+2 Boost
easy to do in a 3rd of the time when someone else did the heavy lifting


carfan3carfan3 - 9/13/2006 2:24:28 PM
+2 Boost
the landcruiser came from the xj (again...Jeep ripoff). Supra? Not even in the same league as Mustang, Camaro, Firebird, Corvette. NSX...i'll give you that one....it was a nice car for it's time. Skyline....more memorable for Japan.

I did think of another memorable Japanese car...the RX-7.


1970toyotamarc1970toyotamarc - 9/13/2006 4:31:39 PM
+1 Boost
Toyota 2000GT, original MR2, Supra twin turbo (with a flat 6 generating 320hp, more than the twin turbo flat six on the 2007 BMW 335), Land Cruiser. Inspired, significant, classic automobiles. That's a rich history for Lexus to build upon.


lexusis350lexusis350 - 9/13/2006 5:44:00 PM
+1 Boost
BMW530i-
Like I've said before, I don't care that Lexus isn't the number one selling car in the world because I'm not going to drive my vehicle in another country. I only care that it's the number one luxury vehicle in this country, which it is. International doesn't mean squat to me.


carfan3carfan3 - 9/13/2006 8:51:09 PM
+1 Boost
you have the facts to back that up?


carfan3carfan3 - 9/13/2006 9:06:55 PM
+1 Boost
can you list significant lexus innovations? educate me....i have tried to find any firsts in automotive engineering....i even went to the lexus homepage...couldn't find a thing....i guess they are just modest.


carfan3carfan3 - 9/14/2006 9:26:46 AM
+2 Boost
good-quality car? according to whom? jd power? consumer reports? all are flawed. if those mattered, why are some companies perceived as lower quality even when they rank higher? what criteria compose "quality"? to some, it is merely sufficient to not have any engine probs; however, to others, it may mean the how the car feels, interior textures, etc. The quality studies are very subjective. Technical innovations are not. If all you can list is "Building the highest-quality, most reliable luxury cars", a number of makes have had that distinction.

the lexus is modest....ever hear of sarcasm?

will,
i give up...i keep asking for the facts and you keep giving me one commercial spot after another....seems like you've been the victim of subliminal advertising.



M53RM53R - 9/14/2006 11:20:15 AM
+1 Boost
Will, is350, toyotamarc, huu76, JUGNU, lexuskindaguy,kart1. i hope i didnt forget any1.

u all sound so childish. show me evidence that lexus is #1....

Always keep in mind, that ur dear lexus is just a rebadged toyota, a cheap german competitor, with pokemon looks, interiors without a wood trim, and piggy designs. omg i started somethin big, lol


BMW530iBMW530i - 9/14/2006 12:04:49 PM
+2 Boost
Like I've said before, I don't care that Lexus isn't the number one selling car in the world because I'm not going to drive my vehicle in another country. I only care that it's the number one luxury vehicle in this country, which it is. International doesn't mean squat to me.
==================================================

You should care about internatitonal markets IF YOU WANT YOUR FAVORITE COMPANY TO BE SUCCESSFUL OUTSIDE OF THE US.

A global presence is the best way to BOOST IMAGE.


carfan3carfan3 - 9/14/2006 1:00:09 PM
+2 Boost
a study i found:

Mercedes
- Even age distribution from 40-64, with 40 as major point of entry into the franchise.
- Higher percentage of Asian and Hispanic owners than competitors.
- Income representation high at low and high ends. Suggests doing well with entry-level luxury and the ultra-luxury consumer. Has highest percentage of $250K+.

Lexus
- More female buyers than competitors – relatively even gender split.
- Brand gains traction with buyers 45-49 and builds from there.
- Somewhat better representation with the under $99,000 set than Mercedes and BMW.
BMW
- Relatively even age distribution 25-59 – brand gains traction at 25-34 and has youngest average age.
- Lowest % of retired owners in the group.
- Second only to Mercedes as choice of the super rich $250K+ market, but Lexus gaining ground.
Cadillac
- More male buyers than competitors.
- Age distribution evenly distributed 50-65, followed by a heavy skew 65+.
- Greater African American buyers than competitors. Especially the CTS and Escalade EXT.
- Wider range of income representation (distribution skews <$99,999) and education.



M53RM53R - 9/14/2006 1:12:03 PM
0 Boost
carfan


this proves my point about lexus being the most boring luxury car ever. thx ;)


carfan3carfan3 - 9/14/2006 1:13:18 PM
+1 Boost
np ;)


carfan3carfan3 - 9/14/2006 2:54:40 PM
0 Boost
http://www.automobilemag.com/features/news/25_most_beautiful_cars/

no toyota product there...hmmm


carfan3carfan3 - 9/14/2006 4:30:43 PM
0 Boost
blind huh. whatever kid.


carfan3carfan3 - 9/14/2006 4:37:54 PM
0 Boost
forbesautos....lol...you've got to be kidding....hold on, let me check if victoria's secret has a most reliable car list....lol


lexusis350lexusis350 - 9/14/2006 11:56:11 PM
+1 Boost
BMW530i-
"You should care about internatitonal markets IF YOU WANT YOUR FAVORITE COMPANY TO BE SUCCESSFUL OUTSIDE OF THE US."
-------------------------------------------------------------
Let's see, judging by your posts, your favorite brands are Mercedes and BMW right? Well, they aren't very successful in this country anymore are they.



"A global presence is the best way to BOOST IMAGE."
------------------------------------------------------
Boost it's image where? The U.S. is the largest auto market and, who was it who was the number one luxury brand, Mercedes? Oh no, it was Lexus. And plus, they have only been selling to the European market for a couple of years. It'll take them a while to catch on but once they do, it will be like sales in the U.S., surpassing MB and BMW.


lexusis350lexusis350 - 9/14/2006 11:59:04 PM
+1 Boost
Will-
You forgot to mention in addition to there not being any German cars that 7 out of the 8 Lexus models were there.


M53RM53R - 9/16/2006 1:43:37 AM
+1 Boost
this is gettin funny lol.

huu76

both the same thing, both have very boring driving, both never speed.

carfan3

thx for the other link 2, lol.

will

u always talk about how beautiful ur rebadged toyotas r, but we never say that german cars r the most reliable.


M53RM53R - 9/23/2006 3:18:00 AM
+1 Boost
no huu76, i was talkin about women and old ppl driving lexuses.
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