What is the slogan of the Lexus?
The slogan most closely associated with Lexus is "The Relentless Pursuit of Perfection." This enduring line has shaped how the luxury brand presents itself across markets for years.
Here we trace the slogan’s history, note how it has evolved in campaigns, and explain what Lexus emphasizes in its messaging today.
Historical slogans
Below are the main taglines that have appeared in Lexus marketing over the decades, reflecting shifts in branding strategy.
- The Pursuit of Perfection (early Lexus campaigns)
- The Relentless Pursuit of Perfection (widely used in the 2000s and 2010s)
- Amazing in Motion (campaigns in the 2010s to showcase design and engineering)
- Experience Amazing (global brand platform used in various markets during the 2010s–present)
These slogans illustrate a progression from a straightforward pursuit of perfection to broader, experience-focused messaging that emphasizes emotion, innovation, and customer experience.
Current branding and notable campaigns
In recent years, Lexus has balanced the traditional perfection-focused message with more experiential campaigns, sometimes using different wording across regions while maintaining the core brand idea.
Brand platform vs. campaign phrases
Taglines that define the brand as a whole (brand platforms) can differ from campaign-specific phrases used to promote particular models or experiences. Lexus often adapts its language to fit regional markets and particular advertisements, while the underlying theme of refinement and pursuit remains.
- Experience Amazing — a contemporary global platform aimed at highlighting customer experience and product innovation.
- Campaign-specific phrases such as “Amazing in Motion” and region-specific variants continue to appear in advertising to showcase design, performance, and luxury.
These approaches show Lexus’ emphasis on luxury, performance, and a satisfying customer experience, while the historical pursuit-of-perfection idea remains a through-line in its branding.
Summary
The slogan most famously linked to Lexus is The Relentless Pursuit of Perfection, a phrase that has anchored the brand for years. Over time, Lexus has also used a suite of related and campaign-specific phrases—such as The Pursuit of Perfection, Amazing in Motion, and Experience Amazing—to express a broader focus on experiential luxury and innovation. Together, they illustrate a brand that values meticulous craft, elevated experiences, and continuous improvement.
What is the slogan for Lexus 2025?
Lexus uses both "The Standard of Amazing" and its iconic holiday campaign slogan, "December to Remember," for 2025. "The Standard of Amazing" is the brand's primary slogan, emphasizing emotional connection and elevated experiences, while "December to Remember" is the well-known tagline for their annual holiday marketing campaign.
- "The Standard of Amazing": This is the brand's main slogan for 2025, launched earlier in the year to create a more human-centric approach to marketing. It focuses on making emotional connections and creating desire for the brand beyond just its vehicles.
- "December to Remember": This is the slogan for the 25th anniversary of Lexus's iconic holiday campaign. For 2025, the campaign is celebrating the holiday season by looking back at cherished moments, reports AdChat™ DFW and Reliable Lexus.
What does "Lexus is
Lexus IS stands for Intelligent Sport. It refers to a compact luxury sedan with a mechanically dynamic and sporty design, and the "S" does not stand for "Sedan" as it does in other Lexus models like the ES (Executive Sedan).
- Intelligent: Signifies a combination of smart technology and innovative features.
- Sport: Indicates a focus on performance, a sporty driving experience, and a more dynamic design.
What was Toyota's slogan?
Let's Go Places
Toyota's slogan evolution—from “Oh, What a Feeling!” to “Let's Go Places”—mirrors its growth from a quality-driven automaker to a lifestyle brand with global impact. Today, “Let's Go Places” isn't just a call to drive.
What is the slogan of Lexus?
Lexus has had two main slogans: its original and long-standing slogan was "The Relentless Pursuit of Perfection," which was used from its launch in 1989 until 2011. The brand now uses "Experience Amazing" as its current slogan.
- "The Relentless Pursuit of Perfection": This was the original tagline that represented Lexus's dedication to craftsmanship and continuous improvement, which is often associated with the Japanese philosophy of kaizen.
- "Experience Amazing": This new slogan signifies a shift towards a lifestyle-focused brand, focusing on the emotional and awe-inspiring feeling of driving a Lexus.
