What is the slogan for the relentless pursuit of perfection?
The slogan is “The relentless pursuit of perfection,” a motto long associated with Lexus, the luxury division of Toyota.
Historically tied to Lexus’s design philosophy and manufacturing standards, the phrase has framed how the brand approaches craftsmanship, quality, and the overall customer experience. In recent years, branding in some markets has diversified to emphasize other messaging, but the core idea remains central to Lexus’s identity.
Origins and meaning
Design philosophy and craftsmanship
For many years, Lexus has used the phrase to convey a commitment to continuous improvement and refinement in every aspect of its vehicles—from engineering and materials to the quietness of the cabin and the smoothness of the ride. The slogan signals an ongoing pursuit rather than a fixed endpoint, aligning with the brand’s emphasis on meticulous design and premium execution.
Its language is closely tied to the broader Lexus heritage of craftsmanship, including the tradition of Takumi-grade artisanship and a focus on precision in every detail. The slogan serves as a public articulation of a practice: perfection is an aspirational, never-complete target that guides product development and service quality.
Key elements behind the slogan include:
- Craftsmanship and Takumi-level attention to detail in design and assembly
- Rigorous quality assurance and reliability targets
- Refined driving dynamics and quiet, comfortable interiors
- Elevated customer experience from showroom to after-sales service
- A design language aimed at harmonious proportions and understated luxury
These elements illustrate how the brand translates the pursuit of perfection into tangible product and service outcomes.
Brand application and recent shifts
Marketing campaigns and regional variations
Traditionally, the slogan appeared across official communications, advertising campaigns, and product launches as a focal point of Lexus’s branding. In recent years, however, some markets and campaigns have leaned into newer taglines such as “Experience Amazing,” reflecting a shift toward emphasizing the experiential aspect of luxury. Despite these shifts, the core philosophy—striving for excellence in design, engineering, and customer care—continues to underpin Lexus’s approach.
Because marketing messaging can differ by region, model line, and campaign, the exact phrasing you’ll see in promotions may vary. Yet the underlying commitment to meticulous craftsmanship, high standards of quality, and refined user experience remains a throughline of the brand.
Current branding trends suggest a balance: maintain the traditional ethos of striving for perfection while foregrounding contemporary narratives about innovation, luxury experience, and customer satisfaction.
Examples of how the slogan has appeared in media and branding include the following:
- In official brochures and press materials describing Lexus’s design philosophy
- In vehicle launch campaigns highlighting refinement and craftsmanship
- In dealer communications focusing on service quality and customer care
- In some markets, as a subtitle or motto within campaigns alongside newer taglines
These instances illustrate how the slogan has functioned as a guiding principle across product development, marketing, and customer interactions.
Summary
“The relentless pursuit of perfection” is a slogan closely tied to Lexus’s brand identity, signaling an ongoing commitment to craftsmanship, quality, and exceptional customer experience. While newer campaign messages have emerged in some markets, the underlying philosophy persists, shaping design decisions, manufacturing standards, and service excellence as the brand seeks to surpass expectations year after year.
What brand uses the relentless pursuit of perfection?
Lexus Slogan: History, Meaning, and Evolution
| Years | Slogan |
| 2016 - Present | "The Relentless Pursuit of Perfection” |
| 2000 - 2015 | A refined version of the brand's earliest slogan. It became the cornerstone of Lexus advertising in the U.S., reflecting reliability, precision, and customer satisfaction. |
Who's slogan is the relentless pursuit of perfection?
That's what Lexus has always been about. A vision that was encapsulated in our original slogan — the relentless pursuit of perfection — and that found voice in our Moments campaign.
What is the Lexus tagline?
Lexus has two main slogans: its original slogan was "The Relentless Pursuit of Perfection," while its current slogan is "Experience Amazing," which signifies a shift in focus from engineering perfection to emotional and lifestyle-oriented experiences. A more recent tagline further elaborates this, stating, "The Standard of Amazing," to emphasize how the brand is setting the bar for customer experiences.
- Original Slogan: "The Relentless Pursuit of Perfection" was used from its launch in 1989 and reflected a commitment to engineering excellence.
- Current Slogan: "Experience Amazing" was introduced to shift the brand's focus from just the car to the feeling and lifestyle associated with it.
- Elaborating Tagline: "The Standard of Amazing" is a more recent extension of the current campaign, which highlights the emotional impact of the driving experience.
What is the word for relentless pursuit of perfection?
Kodawari
Kodawari is a Japanese word that means the uncompromising and relentless pursuit of perfection.
