Lexus

Lexus originated from a secret corporate project initiated in 1983 by Toyota Chairman Eiji Toyoda, code-named 'Flagship One' (F1). The goal was to develop a world-class luxury sedan that could challenge the best European and American rivals. This six-year project involved 1,400 engineers and 2,300 technicians, culminating in the 1989 launch of the Lexus LS 400 and ES 250 in the United States. The LS 400 was a massive success, praised for its extreme quietness, build quality, and value, which forced competitors like Mercedes-Benz and BMW to adjust their pricing and quality standards.

Throughout the 1990s, Lexus expanded its lineup to include the SC coupe, the GS mid-size sedan, and most significantly, the RX 300 in 1998, which is credited with creating the luxury crossover SUV segment. The brand's focus on customer service became a hallmark, consistently earning it the top spot in J.D. Power reliability and satisfaction surveys. In 2005, Lexus officially launched in its home market of Japan and introduced the world's first luxury hybrid, the RX 400h, beginning a long-term commitment to electrified powertrains.

In the 2010s, Lexus sought to shed its image of conservative design by introducing the 'Spindle Grille' and launching the high-performance 'F' brand. This era was defined by the LFA supercar, a hand-built carbon-fiber technological masterpiece produced in a limited run of 500 units. More recently, the brand has focused on its 'Lexus Electrified' vision, aiming to offer a full range of battery-electric vehicles by 2030 and becoming a 100% BEV brand globally by 2035. In 2024, the brand reached a new global sales record, driven by the success of the NX and RX models and the introduction of new regional flagships like the LM and LBX.