There was more than a philosophical question of Toyota Motor because of the money involved. The company, while comfortably in the dark, could not afford to continue a project of erroneous vanity. But some have argued that it risked losing more than stay on the luxury market that jumping when its most loyal customers - baby boomers - moved into their peak earning years and would soon seek to buy cars more expensive. Toyota Motor wanted a line of high-end products to prevent these loyal customers from defecting to other brands. The idea was to build a golden bridge between compact car buyers today and luxury car buyers of tomorrow. In addition, it also needs to protect its revenues in the era of increasing barriers to imports from the United States to remain shoulder to shoulder with its Japanese rivals who were preparing their own luxury lines and keep her motivated engineers with new challenges.
at home, he sold the majestic century, a boat of a car with a 5.0-liter V-12, used to chauffeur Japanese CEOs and ministers in the crowded streets of Tokyo. The front passenger seat often empty on this and other Japanese luxury car was built with a removable cushion so that the rear passenger could stretch his legs across the front seat. But at the equivalent of US $ 125,000, the car was considered too expensive to compete in the mass luxury market in the US In addition, Toyota Motor necessary to update its export line-up with the car of a car-lover designed primarily to be driven by its owner, not an imposing limousine to be driven around.
more important, Toyota Motor detected occasion. Current manufacturers of luxury vehicles have increased and exceeded the needs of the new era of car buyers. Therefore, Eiji Toyoda presented the strategy of penetration into the high-end market. 6 years and 50 percent of a billion dollars later, the first Lexus was born. For Toyoda, it was not a question of cost, only a matter of time. In his words: "For us, it was not only a huge challenge and a dream to achieve, but also an inevitable decision" Yet even the most zealous supporters of a Japanese luxury-car program in the early years. 1980 could hardly imagine that Toyota Motor unleash on unsuspecting rivals a decade later.
the luxury division of the company, the Lexus brand, fell from the afterthought in the first luxury brand of car enthusiast in the United States he usurped Cadillac for this title in 00 and has since kept in its first year in 1989, sales of two models of the untested brand. - LS flagship and entry level ES sedans - totaled only 16,302 cars Two years later, he became the import of luxury most sold in the United States and had added a third model, the coupe SC Today.. a little more than two decades the brand debuted, millions of sports cars Lexus L are pushed on the roads of America, a testimony not only to the popularity of the brand, but also the durability of its cars . Indeed, it is rare to see a vintage model 190 years LS 400 or ES 300. Today, Lexus has developed from the first two models pioneers to a fleet of nearly a dozen cars and SUBs, three of which was added leading industry over the past two years.
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