LEXUS

Between 1989 and 2005, the illustrious Lexus brand graced the streets of Japan under the Toyota marque, offering an equivalent model name that resonated with quality and sophistication. This legacy began with the original LS, a luxury sedan meticulously crafted with an unwavering focus on detail. Each button and switch within the vehicle was rigorously tested by a dedicated team member, who even carried three sets of fake nails to ensure that every detail was comfortable for a diverse range of customers.

 

In a surprising twist, Lexus collaborated with Yamaha, a revered name in the music world, to acoustically tune the engine of the original LS, crafting a sound that was as harmonious as it was powerful. Quality control extended beyond the engine; Lexus employed specialized paint inspectors who underwent a rigorous examination four times a year to maintain the highest standards. Moreover, the latest models, namely the LS and GS, introduced a groundbreaking air-conditioning system called “nano-e,” which not only cools the cabin but also moisturizes skin and hair, revolutionizing the driving experience.

 

Interestingly, the name Lexus even found its way into American culture, ranking as the 660th most popular name for girls in the 1990s. The brand's commitment to luxury is evident in their choice of leather, sourced from cows that have never been subjected to barbed wire, ensuring unparalleled quality. In a bold move to expand their global footprint, Lexus established its first manufacturing plant outside Japan in Cambridge, Ontario, in 2003, where the RX model, the brand's best-selling vehicle in the U.S., rolls off the assembly line. The flagship LS400 made its grand debut at the 1989 North American International Auto Show in Detroit, but a discreet media event had already stirred the excitement in Cologne, Germany.

 

By investing nearly a billion dollars in the development of this V8-powered luxury vehicle, Lexus positioned itself as a formidable contender in the automotive realm. Priced at $35,350 in 1990—a sum that equates to around $83,000 today—the LS400 was deemed an incredible bargain, especially when juxtaposed against its competitors. The impact of the LS400 was immediate and profound, with its introduction leading to a staggering 29% drop in BMW sales and a 19% decline for Mercedes-Benz, prompting accusations from BMW of market flooding.

 

Even in the domestic market, 35% of first-time Lexus buyers traded in luxury vehicles from Cadillac or Lincoln. The German automakers were rattled, with Mercedes-Benz reportedly investing a staggering $1 billion to develop the W220 S-Class in response, though their shortcuts resulted in a model that is often regarded as the worst S-Class ever made. Lexus emerged from its early challenges with remarkable resilience. Following a recall involving 8,000 LS400s, the brand showcased an exemplary standard of customer service—arranging convenient fixes for owners, washing their cars, and even filling their tanks. This proactive approach solidified Lexus's reputation as a leader in customer care.

 

As time progressed, the brand continued to innovate, launching models like the LM—a luxurious van tailored for the ultimate VIP experience. With features like a 48-inch screen and reclining business-class seats, the LM redefined luxury in transit, ensuring that even in gridlock, passengers could enjoy an unparalleled escape. Thus, Lexus has woven a rich tapestry of luxury, quality, and service that continues to captivate automotive enthusiasts around the globe.