What is the upscale brand of Toyota?
Lexus is Toyota's upscale luxury brand, created to compete with premium automakers around the world.
Origins and Identity
In the late 1980s, Toyota launched Lexus as a dedicated luxury division tasked with redefining premium driving, refinement, and customer experience. The move aimed to capture a share of the global luxury market by delivering exceptional build quality, quiet cabins, and high levels of customer service.
Founding and Brand Philosophy
Debuting in 1989 with the LS 400 in North America, Lexus pursued a design and engineering standard that focused on comfort, lasting quality, and a serene driving experience. The brand quickly established a reputation for reliability and meticulous craftsmanship, helping it win a distinct position within the premium segment.
Design Language and Craftsmanship
Over the years, Lexus adopted a distinctive design language, including the signature spindle grille and a commitment to meticulous interiors crafted with careful attention to materials and sound isolation. The company has also emphasized Takumi craftsmanship in its higher trims and special models, reinforcing its luxury identity.
Global Reach and Market Position
Lexus operates in more than 50 markets worldwide, with strong footholds in North America, China, Europe, and Japan. It competes with established luxury brands from Germany and elsewhere while pursuing electrification and new mobility solutions as part of Toyota’s broader strategy. The brand has earned a reputation for comfort, quiet cabins, and strong resale value, even as it expands into hybrid and pure-electric offerings.
Lexus Model Lineup
The Lexus lineup spans sedans, SUVs, coupes, and a growing array of electrified vehicles. The list below highlights core body styles and representative models; availability varies by market and model year.
- Compact crossover: UX
- Compact/mid-size SUV: NX
- Mid-size SUV: RX
- Full-size SUV: LX
- Mid-size sedan: IS
- Mid-size luxury sedan: ES
- Full-size luxury sedan: LS
- Sports coupe/roadster: LC
- Sports coupe: RC
- Electric SUV: RZ 450e
Key body styles represented in Lexus’ current portfolio:
The lineup illustrates Lexus’ emphasis on comfort, craftsmanship, and a blend of traditional internal-combustion models with an expanding electrified option. Availability and exact models can vary by region, and Lexus continues to evolve its portfolio with new electrified offerings.
Technology and Design Philosophy
Lexus combines quiet, refined interiors with advanced safety and infotainment technologies. The brand emphasizes a premium ownership experience through high-quality materials, sound-dampening design, and a focus on rider comfort.
Craftsmanship and Luxury Experience
Inside a Lexus, attention to detail, premium materials, and refined acoustics are central to the ownership experience. The brand also leverages Takumi craftsmanship in select trims and limited-edition models, underscoring its luxury credentials.
Electrification and Future Mobility
As part of Toyota’s electrification push, Lexus has introduced the RZ 450e electric SUV and is expanding hybrid options across its lineup. The company plans a broader electrified portfolio through the 2030s, reinforcing its stance in the premium EV segment.
Technology and Safety
Lexus Safety System+ is a standard suite across many models, delivering features such as adaptive cruise control, lane-keeping assistance, and automated emergency braking. Higher trims and models also offer advanced infotainment, premium audio options, and driver-assistance enhancements as the lineup evolves.
Summary
Lexus stands as Toyota’s upscale luxury brand, created to compete in the premium segment with a focus on refinement, craftsmanship, and reliability. Since its 1989 launch, Lexus has grown into a global brand offering a full range of sedans, SUVs, coupes, and electrified models, all underscored by a distinctive design language and a premium ownership experience.
