Lexus is a luxury vehicle brand owned by the Japanese automaker Toyota Motor Corporation. The brand was first introduced in 1989, with the launch of the Lexus LS, a full-size luxury sedan designed to compete with high-end European luxury brands such as Mercedes-Benz and BMW.
The idea for Lexus came about in the early 1980s, when Toyota executives decided to create a new luxury brand to expand the company’s product line and increase its market share in the United States. Toyota had already established a reputation for producing reliable, high-quality vehicles, but executives believed that a luxury brand would allow the company to attract a wider range of customers, particularly those who were willing to pay a premium for luxury features and amenities.
To develop the new brand, Toyota assembled a team of engineers and designers who were given free rein to create a new type of luxury car. The team worked for several years on the design and development of the first Lexus models, which were initially launched in Japan under the name “Toyota Cressida” in 1988.
The first Lexus model to be introduced in the United States was the LS 400, which debuted in 1989 at the North American International Auto Show in Detroit. The LS 400 was an instant hit, receiving critical acclaim for its combination of high-quality craftsmanship, advanced technology, and superior performance.
During the 1990s, Lexus established itself as a major player in the luxury vehicle market, both in the United States and around the world. Here are some of the key milestones for Lexus during this decade:
- Launch of the LS 400 (1989): The LS 400, which debuted in 1989 as the first Lexus model, set a new standard for luxury cars. It featured advanced technology and engineering, including a 4.0-liter V8 engine, and was designed to compete with high-end European luxury brands.
- Introduction of the ES 250 (1990): The ES 250 was a mid-size luxury sedan that was aimed at a slightly lower price point than the LS 400. It was based on the Toyota Camry platform, but featured a number of luxury features and amenities.
- Introduction of the SC 300 and SC 400 (1991): The SC 300 and SC 400 were two-door luxury coupes that were designed to compete with high-end European sports cars. The SC 400 featured a 4.0-liter V8 engine, while the SC 300 had a 3.0-liter inline-six.
- Launch of the GS 300 (1993): The GS 300 was a mid-size luxury sedan that was designed to compete with the BMW 5 Series and Mercedes-Benz E-Class. It featured a 3.0-liter inline-six engine and was praised for its handling and driving dynamics.
- Introduction of the LX 450 (1996): The LX 450 was Lexus’s first SUV, and it was based on the Toyota Land Cruiser platform. It featured a number of luxury features and amenities, as well as four-wheel drive and off-road capability.
- Launch of the RX 300 (1998): The RX 300 was Lexus’s first crossover SUV, and it was designed to combine the luxury of a sedan with the utility of an SUV. It was based on the Toyota Camry platform and featured a 3.0-liter V6 engine.
- Introduction of the GS 400 (1998): The GS 400 was a mid-size luxury sedan that featured a 4.0-liter V8 engine and was designed to compete with the BMW 5 Series and Mercedes-Benz E-Class.
Overall, the 1990s were a decade of rapid expansion for Lexus, as the brand introduced a number of new models and established itself as a serious contender in the luxury vehicle market.
In the years that followed, Lexus expanded its product line to include a range of luxury cars and SUVs, including the ES, GS, and IS sedans, the RX and GX SUVs, and the LS flagship sedan. The brand also introduced hybrid versions of many of its models, demonstrating Toyota’s commitment to sustainability and fuel efficiency.
Today, Lexus is recognised as one of the world’s leading luxury vehicle brands, with a reputation for exceptional quality, reliability, and customer service. The brand continues to innovate and push the boundaries of what is possible in luxury car design and technology, while remaining true to its roots as a manufacturer of high-quality, Japanese-engineered vehicles.
Kris is the founder of 86modified.com and has a love for cars and modifying them. He has owned many different Japanese cars and has enjoyed installing modifications to get more power or fitting body parts to change the aesthetics.
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