The History of Lexus

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The History Of Lexus

Lexus レクサス. Rekusasu?) is the luxury division of Japanese automaker Motor Corporation. First in the United States, where has become the highest-selling make of car, today Lexus name vehicles are available the world.

In 2005, the Lexus launched in Japan, marking the global expansion of the luxury

Lexus originated from a flagship sedan project began in 1983. This developed into the original LS, which was the first vehicle to the Lexus marque upon its in 1989. In subsequent years, added sedan, coupe, and SUV

Hybrid drivetrains arrived in and the F marque performance division in 2007. From the start of Lexus vehicles have consistently produced in Japan, manufacturing centered in the Chūbu and regions. Assembly of the first built outside the country, the Canada-produced RX, began in 2003.

1989, Lexus has developed a for vehicle reliability and customer as measured by independent surveys. In consumer ratings firm Power and Associates named the most reliable brand in the for the fourteenth year, based on its Dependability Survey, a measure of 53,000 vehicle owners and experienced in the first three of vehicle ownership.

Through Consumer Reports has also Lexus among the top five reliable brands in its Annual Car Surveys of over one million across the U.S.

The Lexus is The Pursuit of Perfection.

The F1 project

In Toyota chairman Eiji summoned a secret meeting of executives, to whom he posed the “Can we create a luxury to challenge the world’s best?” question prompted Toyota to on a top-secret project, code-named F1 + “No. 1 vehicle”). The F1 project, finished product was ultimately the LS 400, aimed to develop a car that would expand product line, giving it a in the premium segment and offering longtime and new customers an upmarket The F1 project followed the success of the Supra sports car and the luxury Cressida models.

Both the and Cressida were rear-wheel cars with a powerful engine. The U.S. launch of the marque by Honda three prior also influenced in its plans for a luxury division. this same time, would unveil plans to its own luxury division, Infiniti, Mazda also considered a luxury division, to be called

Toyota researchers visited the in May 1985 to conduct focus and market research on luxury That summer, several F1 rented a home in Laguna California to observe the lifestyles and of American upper-class consumers. market research concluded a separate brand and sales were needed to present its new flagship, and plans were to develop a new network of dealerships in the market.

Brand development

In Toyota’s longtime advertising Saatchi Saatchi formed a unit, Team One, to marketing for the new luxury brand. consulting firm Lippincott was hired to develop a list of 219 names; Vectre, Verone, Calibre, and Alexis were as top candidates. While Alexis became the front runner associated with the Alexis character on the popular 1980s drama Dynasty) and later to Lexus, the name has been to the combination of the words luxury and and another theory claims it is an for luxury exports to the U.S.

to Team One interviews, the name has no meaning and simply denotes a and technological image.

Just to the release of the first vehicles, service LexisNexis obtained a injunction forbidding the name from being used as stated it might cause Upon reflection, the court the injunction, deciding that was little likelihood of confusion the two products.

The original Lexus developed after Team One visited Lexus designers in and noted their obsessive to detail, became The Relentless of Perfection.

The Lexus logo was by Molly Designs and Hunter The final design for the Lexus featured a stylized “L” within an and according to Toyota, was rendered a precise mathematical formula. The teaser ads featuring the Lexus and logo, designed by Team appeared at the Chicago, Los Angeles, and New auto shows in 1988.

In 1989, after an extended process involving 60 designers, 24 teams, 1,400 engineers, technicians, 220 support workers, 450 prototypes, and over $1-billion in the F1 project was completed. The resulting the Lexus LS 400, had a unique that shared no major with previous Toyota with a new 4.0 L V8 gasoline engine and drive. Testing locations for the LS 400 the German autobahn.

The LS 400 debuted in 1989 at the North American Auto Show in Detroit. The September, Lexus vehicles went on sale at a network of 81 new dealerships across the U.S. The LS 400 was along with a smaller the Toyota Camry-based ES 250. The of Lexus was heralded by a multimillion advertising campaign in both and print media.

Lexus subsequently began to the United Kingdom, Switzerland, and Australia, starting in 1990.

The LS 400 was praised for its quietness, well-appointed and interior, engine performance, quality, aerodynamics, fuel and value, though it was criticized by automobile columnists for derivative and a suspension regarded as too compromising of for ride comfort. The LS 400 debuted at in the U.S. (in some markets, it was against midsize six-cylinder and BMW models) and was rated by Car and Driver as better than both the Mercedes-Benz 420 SEL and the $55,000 BMW 735i in of ride, handling, and performance. It was regarded as a major shock to the marques; BMW’s and Mercedes-Benz’s sales figures dropped 29% and respectively, with then-BMW Eberhard von Kuenheim accusing of dumping in that market.

The LS 400 won several major motoring when released.

In 1990, its first full year of Lexus sold 63,594 LS 400 and ES 250 in the U.S. the vast majority the LS model. By 1991, sales had to 71,206 cars in the U.S. making Lexus the country’s luxury import. That year, Lexus earned place in J.D.

Power’s on initial vehicle quality, satisfaction, and sales satisfaction.

and expansion

Lexus introduced two new in June and September 1991, the SC 400 and ES 300 sedan. The SC 400 (designed in tandem the Japanese-market Toyota Soarer) the LS 400’s V8 engine and rear-wheel design, while the ES 300 replaced the ES 250 and Lexus’ best-selling sedan. The GS came to America in 1993, on the Toyota Aristo, which had for two years prior in Japan.

In Lexus introduced the second-generation LS a complete redesign of the flagship

In 1996, Lexus added its luxury sport utility the LX 450. Two years later, debuted the first luxury SUV, the RX 300; the second of the GS 300/GS 400 sedans; and a new entry-level the IS 300. The RX quickly became best-selling model, displacing the ES, its best-seller.

In 1999, Lexus its one-millionth vehicle sold in the market, and was ranked the top-selling automobile make in the United overall. In 2001, Lexus its first convertible, the SC 430, and the LS 430.

In 2005, Lexus its lineup with the debut of the first hybrid luxury the RX 400h. The vehicle’s Lexus Drive system combined and electric motors for increased improved fuel efficiency, and emissions relative to traditional equivalents. In 2006, Lexus the GS 450h, a performance hybrid with a V6 gas/electric power and rear-wheel drive.

In 2006, premiered the fourth-generation flagship LS both standard- and long-wheelbase (LS 460 and LS 460 L) and hybrid versions (LS 600h and LS L)—and adding its automated parking feature. In 2007, the LS L went on sale as the most luxury vehicle ever in Japan, with a sticker of approximately $125,000.

In January Lexus announced a new F marque division, which would racing-inspired versions of its luxury vehicles. The first of this the Lexus IS F, made its debut at the North American International Show, accompanied by an exotic concept, the LF-A.

By 2006, sold approximately 475,000 worldwide and entered Interbrand’s of the Top 100 Global Brands for the first with an estimated brand of approximately $3 billion annually. In Lexus’ annual U.S. had risen to 329,177 vehicles. In amidst the global financial sales dropped 21% in the U.S. an annual total of 260,087.

In of volume, Lexus was the number-one-selling marque in the largest automotive for the past eight years and the fourth-largest luxury car brand in the by volume.

Global development

In Lexus completed a full separation from parent Toyota, with dedicated design, engineering, training, and centers working exclusively for the division. This effort with the launch of Lexus in its market of Japan and an expanded launch of the brand in major markets. Executives aimed to Lexus sales outside of the (U.S. sales comprised 63.5% of global Lexus in 2007).

The next-generation IS, GS, and LS sedans subsequently designed as global for worldwide markets. Lexus in China in 2005, Malaysia in Indonesia in 2007, and the Philippines in By 2007, Lexus was sold in 57 around the world.

Total Lexus sales reached vehicles in 2007. That the largest Lexus sales (in order of size) were the Japan, the UK, China, Canada, and

In 2008, sales growth was by a weakened luxury car market in world regions, including America, Asia, and Europe.

Lexus’ arrival in the Japanese on July 26, 2005 marked the introduction of a Japanese luxury in the domestic market. The compact IS convertible SC, and midsize GS sedans available in Japan in the 2006 year. Sales were slower than expected but in 2007. In particular, the introduction of the LS 460 in 2006 led to over 12,000 in its first month—several times Lexus Japan’s network of 143 new became profitable in 2007.

The of Lexus in Japan ended sales of previous generation models; right-hand drive of the LS, SC, RX, IS, and GS were previously sold in under the (Toyota) Celsior, Harrier, Altezza, and Aristo respectively. With new-generation the Celsior, Aristo, Harrier, and Soarer names were no used and were realigned to Lexus stores. The dramatic increase (from $10,000 and up) on previously sold under the badge and shifted to Lexus the next generation was considered a reason for initial slow sales, along with the contraction of the domestic auto

In the European market, Lexus has struggled with smaller recognition; perceived lack of compared to Mercedes-Benz, BMW, and Jaguar; minor market and the absence of an independent dealership In 2005, Lexus announced to introduce its first hybrid and vehicles and expand the number of dealerships. In 2006, the newly diesel IS 220d mainly for sales increases in the United hybrids accounted for a quarter of sales and outsold their counterparts. The London congestion has added incentive by excluding vehicles. In 2006, 80% of all RX models in Europe were of the hybrid

Total Lexus Europe increased 72% in 2006 to over vehicles, held flat in and started dropping in 2008.

and China

In 2007, Lexus in the emerging markets of Russia and saw high demand, with per-dealership sales than any market. That year, ranked fourth in Russian sales and also captured the sales lead in the emerging luxury car market. The number of dealerships in China expanded 12 in 2005 to 23 in 2007; increased for luxury SUVs contributed to growth in the Chinese market.

and Oceania

In South Korea, sales of the ES spearheading its efforts, was ranked as the top-selling import in in Taiwan, Lexus also the top-selling luxury import in In Australia, Lexus experienced sales growth and ranked in 2006 luxury import with the IS model generating the demand.

As of 2008, coordination of Lexus Division product involves Kiyotaka Ise, manager of the Lexus Development in Japan. Ise, a managing in Toyota Motor Corporation’s leadership, succeeded previous Takeshi Yoshida, who was promoted to managing director on the Toyota in June 2007. Other Japan executives include Ichimaru (senior managing of Lexus Japan Sales and Toshio Furutani, managing at the Lexus Product Marketing Division.

In the United States, operations are headed by Mark group vice president and manager of the U.S. Lexus In Europe, Lexus operations are by Andy Pfeiffenberger, vice of Lexus Europe.

Lexus headquarters are located in Toyota (Aichi, Japan). Companion design facilities are located in California and Toyota City,

Current models

IS: compact car

2009 IS 250/IS 250 AWD/IS 220d/IS F/IS 250C/IS

ES: midsize FWD

2009 ES 350/ES Beach Edition (U.S.

GS: midsize RWD/AWD

2009 GS 350 AWD/GS 460

2009 GS 450h


2009 LS 460/LS 460 460 L/LS 460 L AWD

2009 LS 600h/LS L/LS 600h L Pebble Edition (U.S. only)

SC: convertible RWD

2009 SC 430

RX: midsize SUV

2009 RX 350/RX 350 Pebble Edition (U.S. and Canada

2008 RX 400h

GX: midsize utility vehicle

2009 GX 470

LX: sport utility vehicle

LX 570

Production model history


2000 IS 200/IS 300

IS 250/IS 250 AWD/IS 350/IS

2008 IS F

2010 IS 250C/IS

HS: midsize FWD

2010 HS 250h


1990 ES 250

1992 ES 300

1997 ES 300

ES 330

2007 ES 350

GS: midsize RWD/AWD

GS 300

1998 GS 300/GS 400

2001 GS 430

GS 300/GS 300 AWD/GS 430/GS

2008 GS 350/GS 350 AWD/GS 460


1990 LS 400

2001 LS 430

LS 460/LS 460 L

2008 LS 600h/LS L

2009 LS 460 AWD/LS 460 L AWD

SC: coupé/coupé RWD

1992 SC 300/SC 400

2002 SC 430

RX: crossover SUV

1998 RX 300

2004 RX 330

RX 400h

2007 RX 350

2010 RX 450h

GX: midsize sport vehicle

2003 GX 470

LX: full-size utility vehicle

1997 LX 450

LX 470

2008 LX 570

Concept vehicles

LF concepts

2003 LF-X:

2003 LF-S: luxury

2004 LF-C: convertible

LF-A: sports coupe

LF-Sh: hybrid luxury

2007 LF-Xh: hybrid

2008 LF-AR: roadster

concept vehicles

1994 Lexus Landau: hatchback

Lexus FLV: minivan

Lexus Street Rod:

1997 Lexus SLV: luxury vehicle

1997 HPS: sports sedan

Lexus IS 430: sports

Lexus design has traditionally an emphasis on targeting specific vehicle standards. Since the Lexus LS, design targets included aerodynamics, performance, ride, interior ergonomics, cabins, fuel efficiency, and reliability. The acronym IDEAL Dynamic, Elegant, Advanced, and is used in the development process.

Lexus vehicle must over 500 specific product known as Lexus Musts, from steering wheel to leather-seat stitching.

In the vehicle Lexus has incorporated touchscreen system interfaces, a smart key and startup system, SmartAccess, and Optitron gauges (first on the original LS). Dealer-adjusted Personalized Settings allow to customize operation of vehicle

Lexus vehicles were the first to offer surround premium audio systems, in 1989 with stereo Nakamichi and (since 2001) audio purveyor Mark In conjunction with premium cabin quiet is aided by steel plates and acoustic

The fourth-generation LS introduced the first eight-speed automatic transmission adapted for the GS 460 and IS F) and the first ceiling diffusers and infrared body sensors in automobiles. The Lexus Drive systems (used on the RX, GS, and LS incorporate electric motors and braking.

Safety features have been incorporated on vehicles of the Lexus lineup the Vehicle Stability Control and Vehicle Dynamics Integrated (VDIM) stability/traction control Emergency Steering Assist, passenger airbags, knee backup cameras, swivel and sonar warning systems. The Pre-Collision System (PCS) multiple safety systems with emergency avoidance and detection capabilities.

In 2007, introduced the world’s first safety systems with and pedestrian detection capabilities, keep assist, Driver Systems with facial monitoring of driver attentiveness, and precollision whiplash protection, as of the LS 460 precollision system. In 2008, debuted the LS 600h L, the first vehicle to use LED headlamps.

As a safety Lexus GPS navigation systems a motion lockout when the reaches a set speed (to prevent navigation inputs are limited, voice input and certain are still accessible). This feature has attracted criticism, passengers cannot use certain when the vehicle is in motion. models came with a OEM override option.


introduced a new design language as L-finesse with its LF Series and later with the 2006 GS. L-finesse is represented by three kanji characters: Intriguing (純), Incisive Simplicity and Seamless Anticipation (予). from Japanese cultural these characters refer to the of elegance with simplicity anticipating owner needs. are also embodied in design the phrase kirikaeshi is used in shapes on 2006 models L-finesse design hallmarks include a fastback profile, grille, and the use of both convex and surfaces.

As of the 2009 model the Lexus SC and Lexus GX are the only two models that don’t the L-finesse treatment yet. are still designed using the old design language, which differ much from the design language. The 2009 RX is non-L-finesse too, but the 2010 introduces L-finesse to the RX.

In contrast to earlier Lexus models, were criticized for reserved and styling (and often for understated domestic market the debut of L-finesse was described in design analyses as adding a nature and embrace of Japanese identity. Opinions varied for the GS. Sports Car International’s analysis the vehicle’s in-person appearance; Magazine criticized the daring of its styling; and later models, as the Jaguar XF, were compared for similarities.

Exhibitions of L-finesse were presented at the Milan Week from 2005–08; the LS launch included art shows in Hills, Chicago, Miami, and New City.

Many Lexus are manufactured in Toyota’s Tahara a highly sophisticated, computerized plant in Japan. In 2005, Power and Associates bestowed its award for worldwide plant on the Tahara plant, stating it has the fewest defects of any manufacturing in the world. It was the fourth consecutive that the Tahara plant this award.

In 2006, J.D. Power the Kanji (Iwate) plant, the site of ES and IS model production, as its of the Platinum award for worldwide quality.

Lexus manufacturing include methods and standards of control that differ Toyota models. At the Tahara separate assembly lines developed for the manufacture of Lexus New molds and specialized manufacturing were also developed for the production process. Lexus workers, typically veteran are identified via repeated performance and ranked according to skill only a select group of are eligible to work on Lexus

In addition, welding processes, panel fit tolerances, and paint requirements are more stringent for models. Wood inlays are by tree from sustainable

Lexus engines are tested by takumi (匠, Japanese for master engineers to ensure optimum These engineers are responsible for production standards at key points in the process. Production Lexus are given extensive visual for flaws, individually test-driven at speeds, and subjected to vibration

The North American-market RX 350 (since the model year) is produced in the of Cambridge, in Ontario, Canada, and is the Lexus plant located of Japan. In addition to the Tahara Lexus vehicles have produced at the Araco, Kanji Kanji (Kanto Jidosha), and Kyushu plants in Japan. As of most sedan and SUV production in Japan at the Tahara, Aichi, in the Chūbu region, and at the Kyushu Fukuoka plant in the Kyūshū

Lexus has become known for to project a luxury image, with service provided the sale. The waiting areas in the departments are replete with such as a refreshment bar, access, indoor putting and accessories shop. Lexus typically offer complimentary cars and free car washes, and have added on-site and designer boutiques. Service are typically lined with picture windows, allowing to watch the servicing of their

Follow-up surveys allow owners to rate their experience.

To improve customer some Lexus dealerships sent their employees to at service-focused establishments such as department stores and Ritz-Carlton Lexus has also added an owners’ privilege: the use of exclusive lots at major sporting entertainment events, and shopping reserved only for Lexus

Since 2002, Lexus has consecutive top ratings in the Auto and 76,000-respondent Top Gear customer surveys in the UK. Lexus has also topped the 79,000-respondent J.D. Customer Service Index and Institute, New York surveys in the

On the strength of its customer service and satisfaction standards, Lexus one of the highest customer loyalty in the industry.

Lexus’ customer efforts date from the with the Lexus Covenant, its promise, which states Lexus will treat customer as we would a guest in our This commitment was put to an early in 1989, when Lexus a recall of all 8,000 vehicles based upon two separate issues with two different cars. One dealership recalled the company didn’t run and hide and launched a sweeping operation. of asking owners to visit Lexus sent technicians weeks to pick up, repair, and the LS cars to the customers, even in personnel and renting garage for owners in remote locations.

The manager of Lexus’ U.S. said, We saw it as an opportunity to cement our with the customer right the beginning.

In the U.S. Lexus a four-year or 50,000-mile (80,000km) and six-year or 70,000-mile (110,000km) warranty. Lexus’ Certified program, among the first in the industry (begun in November features a 161-point inspection of vehicles and a three-year or 100,000-mile limited warranty. In 2005, Financial Savings Bank, in with U.S.

Bank, a Lexus Pursuits Visa Lexus Magazine features and lifestyle articles and is issued

Lexus first entered the arena in 1999 when its unit, Team Lexus, two GS 400 race vehicles in the Motorola Cup American Street Stock In its 1999 inaugural season, Lexus achieved its first with its sixth race at Atlanta. That year, Lexus also attained podium finishes in nine and held two track records.

Led by and IMSA driver Chuck Team Lexus raced to a victory, two podium finishes, and top-five finishes in 2000. Lexus ranked third in the Manufacturers’ Championship that with each GS 400 race a top ten result.

In 2001, Team capitalized on the debut of the first Lexus IS by entering three IS in the renamed Grand-Am Cup (now run by the American Road Racing By 2002, Team Lexus had won the Championship and Team Championship nine podium finishes, and a of the top three finishes at Le Circuit Treblant in Quebec, Canada. In Team Lexus achieved pole positions, six podium two track records at Daytona 24 and and a victory at Miami-Homestead.

Lexus has participated in endurance racing, in the Rolex 24 Hours of Daytona, by the Grand American Road Association. After entering the Sports Car Series in 2004, has won over 15 Rolex Series races. In 2005, Lexus was and in 2006, it won the championship.

Although Toyota has won this race in the past, it was the first that its luxury arm emerged as the In 2007, six Lexus-powered Daytona were entered in the Rolex 24 of Daytona event at the Daytona Speedway. Lexus was a repeat of the event, with a Lexus-Riley driven by Scott Pruett, Pablo Montoya, and Salvador of Chip Ganassi Racing first; Lexus-Riley prototypes took three of the top ten spots.

In Lexus won its third consecutive win at

After the release of the Lexus in the Japanese domestic market in four SC 430 coupes were in the Super GT series in the GT500 In the first race of the 2006 an SC 430 took the chequered flag, and André Lotterer and Juichi raced the SC 430 to capture the GT500 for that year. In 2007, SC 430 won the GT500 opening round

In 2006, Lexus raced a vehicle for the first time, a GS 450h performance hybrid in the Tokachi 24-hour Race in Japan. Lexus Canada the GS 450h in 2007’s Targa event.

F marque

Main Lexus F

In December 2006, announced its new F marque division. The F to the Fuji Speedway in Japan, first corner, 27R, the shape of the F emblem. The first F vehicle, the Lexus IS F, subsequently at the North American International Show in January 2007.

reports suggested that the IS F would be followed by a GS F sedan and IS F coupe. An earlier in-house effort, the TRD-based L-Tuned, had performance packages on the IS and GS sedans in the 2000s.

The IS F is targeted at rivals Mercedes-Benz’s AMG and BMW’s M divisions. past versions of the SC and GS models received favorable reactions sport luxury buyers, other Lexus models been characterized as favoring at the expense of sporty performance. reviewers have also some of Lexus’ German higher marks for road and handling, especially during testing.

The F marque line has seen as an effort to further Lexus’ performance credentials.

In Lexus entered the IS F in the 2007 Equipment Market Association show, offering a factory-sanctioned accessory line in conjunction the debut of its F marque division.


Further information: LF

Lexus’ strategic intentions are at in its LF Series concepts, elements of have translated into form (including the 2003 and 2004 LF-C). The LF Series include advanced instrumentation, driver-selected vehicle configurations, powertrains, and unconventional driver designs. Lexus managing Takeshi Yoshida has further Lexus’ intentions to produce production models using dedicated Lexus platforms, as is the for the LS flagship.

The entry-level Lexus ES, in had been chided for being too to the Toyota Camry, its shared cousin, in both styling and train design.

According to executives, Lexus plans to Lexus Hybrid Drive on vehicle in the Lexus lineup, to demands for a decrease in both pollution and oil reliance. The advent of hybrid technology is touted by officials as a strategy for raising the of Lexus in countries with public perception of the rival Audi, BMW, and Jaguar New Lexus models in development include convertibles, crossovers, and hybrids.

Lexus prototypes been spotted testing at the test track in Germany.


Lexus’ future position in the prestige luxury involves pricing strategies. The of Lexus in the U.S. was attributed to levels of perceived quality and prices than competitors, enabled Lexus to attract upgrading from mass-market The more dependable reputation of than its competitors was seen as a sales factor.

However, for buyers (classed above in the U.S.), this may have had as Lexus cultivated a bargain image which does not at the upper end of the luxury market, rivals offer chart-topping vehicles. In response, the latest models are expected to move up in price to more closely their European rivals; flagship models such as the LS L being the first to reach the barrier.

Additionally, automotive have noted Lexus’ newcomer status in the luxury compared with the storied of its European rivals, as a limiting for its initial sales acceptance in markets. Rivals Mercedes-Benz, and Porsche have stressed decades of heritage and pedigree in an to promote their products, since its inception Lexus’ rests primarily upon its product quality and the shared of its parent company, Toyota. The of heritage, built up over years, and pedigree, are regarded by reviewers as a challenge for Lexus, their impact is debated.

Ultimately, a number of analysts stated that Lexus have to develop its own heritage time by investing in technological and producing substantial products.

of Lexus’ ideas on the future of design have appeared on In 2002, Lexus was requested by Spielberg, a Lexus owner to design a vehicle that fit the requirements of year 2054 for his Minority Report. Designers with Lexus came up an advanced vehicle that run on fuel cells and have advanced safety features, a crashproof structure and biometric systems. (Lexus’ cinematic car also appears in The Island, it is colored blue, not red).

A film tie-in site a Lexus future vehicle would drive itself, dinner orders verbally, and music to match occupant The Lexus 2054 later at several auto shows and events.

The term the Lexus of. has entered the cultural lexicon as a of a high-end product, or an upscale produced by a mainstream manufacturer. For in 2006, Dell announced a lineup of computers, calling it the of our lineup. Further example include the Lexus of phones or the of space stations, among Late-night comedian Jay Leno coined the term Lexus-ized for his columns in Popular Mechanics, an generally used to describe the approach to luxury motoring. the official pluralized form of being simply Lexus, the has also made its own derivatives most popular derivative Lexi).

The New York Times Thomas Friedman cited as an example of the drive for prosperity and in his best-selling 1999 book, The and the Olive Tree.

In the UK, the LS 430 flagship was in the BBC spy drama Spooks; Lexus were also placed on Coronation Street, the BBC’s John Deed, and other Lexus GB models saw sales after being seen on Footballers’ Wives. In 2002, Steve Coogan’s fictional BBC Partridge character replaced his with an IS 200, calling it the Mercedes and one of many Lexi; his character was seen as detrimental to the image.

By 2004, multiple artists, including Jay-Z (in the Ain’t No Nigga) and Kanye (in Jesus Walks) made of Lexus vehicles in their an endorsement that Top Gear Jeremy Clarkson suggested street credibility for the brand.

The of Lexus hybrids have further media attention celebrity RX 400h owners as Dustin Hoffman, Diane and Holly Hunter, who were the earliest adopters of the Lexus Drive technology. Politicians in the UK and have acquired Lexus along with government In Monaco, Prince Albert II an LS 600h and advocated the adoption of tax credits.


Lexus has a consistent motif for its television in the United States. The ads are commonly by film and television actor Sloyan (who has been the of Mr. Lexus since 1989) and by vehicles that perform stunts onscreen. The first of commercials (1989–99) consisted of disjunctive verbal descriptions, as relentless, pursuit, and perfection, the vehicles were used to superiority in braking, handling, and interior quiet comfort on

Newer ads have become more descriptive, occasionally full descriptions of novel or a narration of the events onscreen. commercials, while consistent in have at times resembled of rivals Infiniti and Acura, also have used voice-overs (Jonathan Pryce 1997 and James Spader 2005, respectively), while similar visual cues to the about vehicle features and In 2008, Lexus continues to leasing, while other focus more on long-term

Since 1989, the annual Champions for Charity golf has raised over $100-million for causes. The golf series with over 190 local tournaments around the U.S. to a three-day championship tournament at Beach. Lexus has also a primary sponsor of the U.S. tennis Grand Slam since 2005, awarding a GS (and later an IS F) to the men’s and singles champions and providing transportation.

In January 2007, became the first automotive of the United States Golf at its U.S. Open, U.S. Open, U.S. Senior and U.S. Amateur tournaments.

Lexus sponsorships vary by (examples include the Lexus Cup in and Australia and Lexus Song singing competition in New Zealand). has also signed endorsement with pro athletes Andy Annika Sörenstam, and Peter

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