Lexus was born in 1989 with one clear objective: to compete in the high-end segment against well established brands such as Mercedes Benz, BMW and Audi. The creator of this project was Eiji Toyoda, nephew of Toyota’s founder.
Toyota wanted to have a saying in a market they looked at with enthusiasm. As a result, they presented Lexus and its first model: the LS400. This car had a completely revolutionary design and shared few features in common with regular Toyota cars. Although it wasn’t as successful as the brand would have liked it to be, the biggest price was to have accomplished a new concept.
Nowadays, Lexus continues to put all the efforts in developing the finest cars ever built. The quality and comfort the brand offers through its various models equals the highest standards. In fifteen years Lexus has done a lot: currently the brand categorizes its vehicles in six different options. They have sedans; sport utility cars, convertibles, hybrids, sports cars and what they call “future cars”. All of them have one thing in common: impressive design, ultimate comfort and quality and the Lexus signature.
The marketing department is quite responsible for the great success of the brand. They make sure Lexus is present in every important event around the world, like races, exhibitions and they even convinced Prince Albert II from Monaco to drive a Lexus the day of his wedding, in 2011.