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.
What does a Lexus stand for?
Luxury Export To The United States
The brand Lexus combines the Latin “luxus” and the French “luxe” as symbols of elegance and sumptuousness, together with the Greek “lexicon” meaning language. Many people believe Lexus stands for “Luxury Export To The United States”, or a similar variation, fitting as Lexus was first released to the USA market in 1989.
Is a Lexus just a glorified Toyota?
Yes, Lexus is the luxury vehicle brand of Toyota. Toyota created Lexus in 1989 to offer a distinct and elevated luxury experience, though the two brands largely operate independently today.
- Parent company: Lexus is owned by the Japanese automaker Toyota Motor Corporation.
- Market position: While it was created as a luxury division, some sources note that Toyota's Century brand is now positioned as Toyota's ultra-luxury marque, above Lexus.
- Operational independence: Despite being under the same umbrella company, Lexus has its own design, engineering, and manufacturing centers, and it operates as a separate brand from Toyota.
- Production: Most Lexus models are made in Japan, but some, like the Lexus ES, are manufactured in the United States, and the RX and RX Hybrid are made exclusively in Canada.
Does Toyota own 100% of Lexus?
While Lexus and Toyota are separate automotive brands, they both fall under the umbrella of Toyota Motor Corporation. Lexus was introduced in the late 1980s as Toyota's answer to growing demand for premium vehicles, designed to compete directly with luxury marques like BMW, Mercedes-Benz, and Audi.
Why did Toyota name it Lexus?
Theories of the etymology of the Lexus name have suggested it is the combination of the words "luxury" and "elegance", and that it is an acronym for "luxury exports to the U.S."
