Since 1999, the sales volume in the United States has surpassed Mercedes -, becoming the largest luxury car sales brand in the United States.
So?
The concept of Lexus was first put forward in 1983. As a luxury car brand owned by Toyota Motor Corporation of Japan, Lexus has occupied a large share of the luxury car market in just ten years.
Like most Japanese cars, Toyota and its brands such as Corolla, Crown and Camry have been deeply ingrained in consumers’ minds as “low-grade, fuel-efficient and cheap cars”. In order to compete for the high-end luxury car market, Toyota has launched a new brand for high-end cars – Lexus.
In order to eliminate the marketing barrier of Toyota’s image on high-end cars, Lexus cars are deliberately hidden from the corporate name, not the shadow of Toyota, but the brand image of a new market.
The Lexus brand was named after Toyota paid $35,000 to a U.S. naming company because the word Lexus sounds similar to the word ‘Luxury’ and evokes the impression that the car is a luxury car.
The Lexus brand uses the uppercase letter “L” of the car name “Lexus”, and the outside of the “L” is surrounded by an oval pattern.
The ellipse represents the Earth, representing Lexus cars all over the world.
After the concept of Lexus was put forward in 1983, after six years and 500 million dollars of investment, Lexus was officially listed in 1989.
At the time, it had two untested models, the flagship LS and the entry-level ES, which made a big splash in the global premium segment, selling 16,302 units that year.
Two years later, they became the top-selling imported luxury brand in the United States and launched a third model, SC Gubay.
