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Lexus is one of the best luxury brands in the world and it has been marketed as such. Today, Lexus is present in more than 70 nations and has a worldwide identification with stupendous quality and robust performance. Owned by Toyota, Lexus is headquartered in Nagoya, Japan and holds a position in the top 10 largest brands from Japan.

It took 6 years from the year when F1 (a project initiated by Toyota in 1983) was seen on papers to the time when Lexus LS was launched in 1989. This was a premium sedan aiming to capture the high-end customer in the market. This project took $1 billion and more than 3500 people were connected with this project. This only shows the kind of work Lexus had done to initiate its first car in the market. With time some selected markets saw the incoming of other Lexus variants. This included coupe, SUVs, sedan, and convertibles.

Lexus was sold heavily in the US markets. Starting in 1990, there was a huge rise in the sales of Lexus vehicles. In the same year, Lexus reached the UK, Switzerland, Canada and all the way to Australia. Toyota decided to capture these markets because they knew that launching the high-end Lexus cars will get the required exposure.

Ironically, Lexus was not seen in the Japanese markets until late 2005. But in 2005, all the previous models were collectively launched in Japan under the brand name of Toyota.

With further development, Lexus brought in another eye-grabbing element. They started to add an “F” marque in some of the cars. The F modeled cars were representative of the highest performance in the Lexus cars. They rolled out sport sedans and supercars with under the F marque.

From the beginning of the 21st Century, Lexus had some big plans. They launched the first-ever Lexus convertible in 2001 and just within 13 years of its launch in the US, Lexus reached the 2 million mark in the US. Lexus is also credited with the launch of the maiden luxury car which was made with the hybrid technology. The Lexus RX 400h was developed with Toyota’s Hybrid Synergy Drive technology.

In the following years, there have been some recalls, but the sales never dipped. With time, it grew better and bigger. Just recently, in Lexus hinted at the launch of Lexus LM, a rebranded and rejuvenated Alphard.