The first Lexus automobile was introduced in the fall of 1989, setting a new standard for luxury cars around the world, but the history and tradition behind the success of Toyota's luxury division actually goes back to the days of the Toyopet Crown and the Corona.
The Toyota Motor Corporation was founded over 50 years ago by Sakichi Toyoda, who was considered to be Japan's "King of Inventors." He challenged the Toyoda family to "stay ahead of the times" as he encouraged them to enter the field of automobile manufacturing. At the time, this challenge meant building efficient, trouble-free cars that provided good value. Sakichi's son Kiichiro, and the newly formed automotive department met and exceeded this challenge, developing such innovations as Toyota's trademark "just-in-time" production system.
The year 1957 marked Toyota's inauspicious entry into the United States market. Toyota's first offering to the American motorist was the unembellished Toyopet Crown. A hard sell at $500 more than the popular Volkswagen Beetle, the Toyopet was totally unsuited for American driving needs. After years of research, the Corona made its debut on U.S. highways in 1965, and was an impressive success. With the lessons of the Toyopet and the success of the Corona, Toyota cars evolved from a few good, economical vehicles to an entire family of sophisticated and varied automotive products, ranging from the sporty MR2, Celicas, and Supras, to the practical Paseos, Tercels, and Corollas. With this global success, the next step was the luxury segment.
In 1983, TMC Chairman Eiji Toyoda determined that the time was right for Toyota to produce a high-end automobile for buyers in the luxury segment. From the beginning, Toyota has very much been a family operation, therefore, Chairman Toyoda had the power and latitude to undertake such potential. It was his vision which breathed life into Lexus and gave it a philosophical direction.
The new luxury automobile produced by Toyota, determined the Chairman, would be the finest luxury car in the world. This car had to be world-class in every area, offering speed, safety, comfort, elegance, dignity and beauty. This ultimate automobile also had to be accompanied by unprecedented levels of customer service which greatly exceeded the expectations of current luxury car buyers.
After Chairman Toyoda's approval and over six years of research, the Lexus Division of Toyota Motor Sales was launched in August 1989, introducing as its flagship product, the LS 400.
The LS 400 has proven to be a superior automobile in all aspects. With the superb performance of the V-8, 250 horsepower engine, its exceptional performance and handling, its long list of technological innovations and its finely detailed, driver-friendly interior, the LS 400 established Lexus as the premiere Japanese manufacturer of luxury automobiles.
Along with the LS 400, Lexus launched the ES 250, a smaller, entry-level sedan targeted for those ready to make the transition into the luxury segment. The ES 250 boasted a powerful V-6 engine, silky-smooth performance, and enabled Lexus to establish a new level of affordable luxury.
The introduction of Lexus as the top luxury nameplate meant more than simply putting superb products on the road. Along with producing the finest luxury cars in the world, Lexus set a goal of providing a level of customer satisfaction which was unheard of in the automotive industry. This was achieved through a demanding selection process of dealers, selecting only 72 out of 1,500 applications, and the establishment of a certification program for all Lexus associates. Lexus also implemented such customer service support systems as the comprehensive Lexus warranty, the 24-hour roadside assistance program, the satellite network, the free loaner car program, and a host of other programs.
This comprehensive effort in the "relentless pursuit of perfection" has proven successful in several ways. In its first year of operation, Lexus exceeded its sales goal of 60,000 units, outselling such established names as BMW and Mercedes. In five years, Lexus also has topped the product quality and customer satisfaction charts, sweeping the J.D. Power and Associates' Initial Quality Study (Lexus had the fewest problems of any car line during the first 90 days), Customer Satisfaction Index (Lexus had the highest rating from consumers from customer handling and vehicle repair after one year) and, most recently, the Vehicle Performance Index (Lexus owners continued to rate their vehicle higher than any other owners in operation and performance after three years).
Since the launch of the LS 400 and the ES 250, Lexus has added several new products to its line of high-quality, world-class luxury automobiles. In June of 1991, the SC 400 sport coupe was introduced, followed in September by the all-new ES 300 sedan, and shortly thereafter the SC 300 sport coupe. The GS 300 luxury performance sedan was introduced in January of 1992. The SC 400 and SC 300 revitalized the luxury coupe market, with bold styling and superb performance. The coupes have been refreshened for 1996 with a revised front grille and tail lamp combination and re-designed alloy wheels in addition to other refinements.
With a complete line of automobiles which are unsurpassed in their respective classes, and a philosophy which puts the customer first, Lexus will continue to forge ahead and actively seek to set new precedents and carry out the Toyota legacy first set down by Sakichi Toyoda more than 50 years ago.
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