Lexus is a world-famous luxury car brand. Founded in 1983, it took only ten years to surpass the sales of Mercedes-Benz and BMW in North America. Since 1999, it has been ranked first in luxury car sales in North America.

Chinese name Lexus

Mbth Lexus

Headquartered in Tokyo, Japan

Established in 1983.

Company nature luxury car production

Founder Toyota Hideyoshi

The main models are ES, RX, CT, ls, IS, GS and LX.

Subsidiary Toyota Group

The main markets are North America, Asia Pacific and Europe.

Alliance Brand Acura, finidi, UK

catalogue

1 brand history

2 brand logo

3 brand development

1983

1989

2003-present

Four milestones

5 service concept

6 design concept

7 introduction of automobile series

Computerized x-ray tomography

Hand-held Handset

be

Salvador

General Schedule (American federal government employees)

GS 350

Lesotho

LS460

South Carolina (SC)

New generation SC

Prescription (abbreviation for prescription)

GX

LX

LF-A

LF-CC

8 awards and honors

1 brand history

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Lexus

Lexus (1 1)

Mr. Hideyoshi Toyota raised a shocking question: "After accumulating half a century's experience in automobile R&D and manufacturing, can Japan make a top-class car that can stand out in the world?" In other words, the direct competitor of this new car will be a well-known European car brand. Everyone realized that what he raised was not only a question, but also a comprehensive challenge to the Japanese automobile industry. However, everyone present was very determined, "Yes, we can!" As an answer, we all know that this is not an impulsive reaction, but a group of experienced and skilled professionals' firm commitment to the future mission. [ 1]

After several years of painstaking research, it finally went public grandly and was a success in World War I..

J.D. Power and Associates, a global market consulting company, released a 20 13-year American automobile reliability research report. Lexus, a luxury brand owned by Toyota, won the championship again, and set a new record for the evaluation with the score of 7 100 vehicles. [ 1]

The brand Lexus was first launched in North America, because the pronunciation of "Lexus" is similar to the word "Luxury" in English, which reminds people of the impression that the car is a luxury car. Lexus Lexus automobile trademark adopts the capital letter "L" of the automobile name "Lexus" and is surrounded by an ellipse on the outside of the "L". The ellipse represents the earth, which means that Lexus cars are all over the world.

2 brand logo

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According to the official statement of Toyota Motor Sales Company of the United States, the L letter surrounded by an ellipse is decorated according to an accurate mathematical formula, which took more than three designers and advertisers more than half a year to complete: this outstanding symbol defeated five design competition demonstrations. 1987, Molly Sanders, the head of Molly Designs Inc, spent three months making this unique ellipse and L, replacing the most promising version at first-an L that looks like a seagull wing but has no circle.

Lexus new logo picture [2]

The new Lexus logo made its debut at the Los Angeles Auto Show in June1988+1October.

1986 10, the top management of Toyota American Sales Company and luxury car R&D department held a meeting to discuss the naming of new models. Finding a suitable name is like a hot potato. Must be elegant, but not feminine; Be noble, but don't be sissy; Natural and graceful, but not unscrupulous. It must be unique and outstanding.

Lippincott & a brand management company in new york; Margulies compiled a list of 2 19 possible names. They filtered out the last 10 from the original list. Then after further debate, the list was narrowed down to five people: Alexis, Cali, Cha Paraire, Wachter and Verona. Alexis is the only name unanimously recognized by everyone in the place. But the most criticized thing is that it sounds like a person's name, not a car name. To make matters worse, Alexis is the name of a crazy woman in a TV series, which means infamous. Finally, John French, the project manager of Toyota Motor Sales Company and the main contact of American brand management company, casually wrote some names according to Alexis, and Lexus was born. French erased Alexis' A, and the team discussed it and changed I to U, surnamed Lexus.

No one will forget the shock brought by Lexus LS400 when it was officially launched in 1989. Some people even predict that German luxury cars may be forced to withdraw from the American market. Today, Lexus has swept the top buyer market and become the best-selling luxury car in the United States. I believe many people still remember the classic commercial of LS400: On the running hood, one champagne cup after another is stacked high to form a crystal cup tower. Even if the engine is running at full throttle, the cup tower is always as stable as Mount Tai; This is really the best way to celebrate the birth of the new rich in the automobile industry. Lexus now has different series of huge cars, such as LS, GS, IS and RX. One award after another may be the best evidence for Lexus to prove itself.

When you look at the whole Lexus car system. You will feel from bit by bit that Toyota has invested considerable resources and efforts in maintaining the consistency of top quality. Whether it's a luxurious four-door sedan or a handsome two-door hardtop sports car, every Lexus also adopts ingenious advanced design, meticulous precision construction and incredible quality management to ensure that you can have the most outstanding car. Let's expect Lexus to create new miracles for us.

3 brand development

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1983

1In August 1983, Toyota Motor Corporation held a significant board meeting, which was the starting point of Lexus. This time, the board of directors concealed Toyota's ambitions from the outside world with some irrelevant discussion topics. When the media and the public thought that this was another meeting of Toyota's routine summary, statement and inspiring remarks, the door of the conference room suddenly closed because they were going to start the real and top secret topic of the board of directors. This topic revolves around the letter F (F is the plan of F 1, and F also means the English word flagship, 1 means the first car). The atmosphere of the meeting is no longer as calm and silent as before, and there is a rare debate in the board of directors.

For Toyota, this is a crucial project. Chairman Toyota Hideki threw a question to the company's top management, designers, engineers and corporate strategy research experts: Can we build a luxury car to challenge the top market? Unexpectedly, everyone's answer is the same-"yes". The word "can" is full of doubts and worries. But Toyota must take this gamble. Toyota's development to 1983 needs another breakthrough, just like World War II and 1950s.

In fact, apart from Toyota Yingzhi, no one agreed with the horn of entering the luxury car market from the beginning. Toyoda Shoichiro, the son of the founder of Toyota, later inherited the position of chairman and president of the board of directors of Toyota Yingzhi. He is an indecisive person. He thinks Toyota should do what they do best better-produce affordable cars for everyone. But Toyoda Shoichiro, like other seemingly grateful but worried people, finally changed his tone.

"You put this question on me. Why did Toyota succeed in the United States for 30 years, but we have to invest billions of dollars and tens of thousands of hours of R&D and design to put into production a brand-new high-end car? Maybe, you know, I don't like riding other people's brands of high-end cars. " Shortly after Lexus went public in the United States, Toyoda Shoichiro joked to American dealers: "From now on, I don't have to take Cadillac or Lincoln or Mercedes-Benz."

Toyota Yingzhi was also very aware of Toyota's situation at that time, and he didn't want to board Noah's Ark for a futile thought journey. He believes that once Toyota sets foot in the luxury car market, it will inevitably take the top rivals in this field as enemies, and Toyota will face the S-class of Mercedes-Benz and compete with BMW's top 7 Series sedan. If Toyota demeans itself, the risk of investment will multiply. In order to produce top luxury cars, Toyota must invest heavily in developing new engines and chassis, but the consumer demand orientation of luxury car market is too strange for Toyota. Even if Toyota does everything under the hood perfectly, it still needs to consider ride comfort, interior and aesthetic appearance-these are not Toyota's strengths.

The most embarrassing thing for Toyota is the reputation of Lexus. Toyota has never sold luxury cars. Can you imagine how difficult it is to persuade consumers to buy a luxury car that comes from the same company as the cheap Corolla (an entry-level car in the American market) but costs tens of thousands of dollars? Toyota's main competitors in the luxury car market can sell cars with their brand names. I bought it because it's called Mercedes. I like it because it's called BMW. However, will consumers be willing to spend nearly as much money as a Mercedes-Benz S-Class to buy a Toyota car, or even a Toyota-made car not called Toyota? This is really a serious problem. "Toyota produces Lexus? Toyota is the base of producing tens of millions of cars, and Lexus is out of place with it. This is like selling Wellington steaks in McDonald's stores. " This was the sarcasm of Toyota Motor Company by Fortune magazine at that time, but their evaluation was also reasonable.

Toyota's research found that the market is quietly changing. American baby boomers (these people born in the late 1940s and early 1950s are called baby boomers, which means babies born in the baby boom in Chinese. Compared with their war-torn parents, their values are obviously different. They are growing up and will soon enter their prime of life, and their spending power will be greatly improved. They were loyal consumers of Toyota when they were young, but they wanted to buy more expensive cars. Toyota smells an opportunity in the luxury car market. At that time, luxury car brands became more and more powerful, happier and more confident. Because they have ushered in a new generation of luxury consumers. Toyota Yingzhi's "ambition" is enormous. He didn't want to let go of every growing market, and the order to enter the luxury car market was issued accordingly.

1989

In six years, with an investment of 500 million dollars, Lexus was born. Lexus 1989 goes on the market. They have two models that have not been tested by the market, the flagship ls and the entry-level sedan ES, which sold 16302 vehicles that year. Two years later, they became the best-selling imported luxury brand in the United States, and launched the third model SC Gubei. In 2000, Lexus usurped Cadillac's position as the best-selling luxury car in North America. Since that year, Lexus has never left this position.

2003-present

In 2003, the sales volume of Lexus reached 259,000 vehicles, with eight different models, three of which were sports luxury cars, and about 6.5438+0.3 million vehicles with Lexus L logo were driving on American highways. However, Lexus can only be said to have achieved initial results in the United States, but in Europe where luxury cars gather, it is still difficult to get recognition from the rich. As the European luxury car market is more important in the global market, Lexus will be prepared to pay more attention to the European market, which is almost a nightmare for Japanese luxury cars, in the pace of going out of North America and expanding the world.

In Europe, the birthplace of luxury cars, Mercedes-Benz has survived tenaciously for more than 65,438+000 years by relying on Stuttgart's geomantic treasures, and BMW cars from Munich, Bavaria have also stood at the top of the global luxury car market with the full support of Quant family. Relying on the full-line revival of Volkswagen Group, Audi, a new luxury aristocrat, also issued an oath to the world to enter the luxury car boss, and the "German Three Musketeers" began to jointly attack the global luxury car market. However, the sales ratio of these three German luxury car brands in Germany has remained below 30%, which is in sharp contrast with Lexus' 85% market share in North America. In order to prove that Lexus is a global luxury brand, it first captured the fortress of global luxury car brands-Europe.

Since 2002, Lexus has tried to enter the European market many times. Lexus plans to bombard the European market with $5 billion in turn. This budget is more than twice that of Lexus entering North America. However, Lexus's road to Europe is extremely difficult. In 2005, Lexus sold less than 20,000 vehicles in Europe. Although the growth rate was good in 2006, the sales volume was still around 30,000 vehicles, which was far from the sales volume of more than 500,000 vehicles such as Mercedes-Benz and BMW. Lexus has a long way to go in Europe.