Why did Toyota name Lexus Lexus?
Toyota's decision to name its luxury vehicle brand "Lexus" was a strategic move that aimed to establish the new line of premium cars as a distinct and prestigious offering. The Lexus brand, launched in 1989, was designed to compete with other high-end automotive marques and provide Toyota with a foothold in the lucrative luxury car market.
The Rationale Behind the Lexus Name
The name "Lexus" was carefully chosen by Toyota's marketing team to convey a sense of exclusivity and sophistication. According to the company, the name was derived from the word "lexicon," which refers to a dictionary or a collection of words. This association with language and knowledge was intended to position Lexus as a brand that embodied intelligence, refinement, and attention to detail.
Additionally, the name "Lexus" was selected because it did not have any strong existing associations or connotations, allowing Toyota to build a new brand identity from scratch. This was a strategic decision, as the company wanted to distance the Lexus brand from Toyota's more mainstream image and establish it as a standalone luxury marque.
The Lexus Branding Strategy
To further differentiate Lexus from Toyota, the company invested heavily in the development of a unique design language, engineering, and customer experience for the new luxury brand. This included the creation of a dedicated Lexus design studio, the implementation of a rigorous quality control process, and the establishment of a network of specialized Lexus dealerships with a focus on personalized service.
The Lexus branding strategy also emphasized the use of the letter "L" in the naming and design of the vehicles, further reinforcing the brand's identity and exclusivity. This attention to detail and consistency in the Lexus brand identity has been a key factor in the brand's success and its ability to compete with established luxury automakers.
The Impact of the Lexus Brand
The launch of the Lexus brand in 1989 was a significant milestone for Toyota, as it marked the company's first foray into the luxury car market. The Lexus lineup quickly gained a reputation for exceptional quality, reliability, and customer service, which helped the brand establish a strong foothold in the premium automotive segment.
Today, Lexus is one of the world's leading luxury car brands, with a diverse lineup of vehicles that range from sedans and SUVs to high-performance sports cars. The success of the Lexus brand has also had a positive impact on Toyota's overall reputation, as the company's commitment to quality and innovation has been reinforced by the success of its luxury division.
