THE LEXUS STORY
“Can we create a luxury car to challenge the very best?” Eiji Toyoda, Chairman of Toyota Motor Company, poses that question in August of 1983, sparking a complete rethinking of what a luxury car should, and could be. The ultimate merging of design and technology – aesthetics and performance – begins.
The drive to meet that challenge is absolute. A team of over 1400 specialized designers and engineers focus on a clear mandate: Create a luxury car that delivers the ultimate driving experience. Build it better than Europe’s finest. And price it even better.
The design-engineering team caps its exhaustive technical research by spending months in North America to absorb the culture and determine how customers define luxury and style. The first Lexus LS 400 prototype is ready for testing – on the Autobahn, around twisting mountain roads, and on snow and ice in Sweden and Canada.
Lexus completely redefines automotive luxury with the unveiling of its first LS 400 flagship sedan. Six years in development, including 450 prototypes, the LS 400 establishes all-new benchmarks for refinement, comfort, performance and technology. Lexus quickly becomes synonymous with luxury and quality. The first ES 25O is also completed and ready to set a new standard for value in mid-range luxury sedans.
With a carefully selected network of top-ranked retailers in place, Lexus is launched in Canada to resounding applause. The LS 400 is tested against Europe’s best and CAR AND DRIVER magazine states: “First place, Lexus LS 400. Highs: Incomparable refinement, impeccable build quality and unbeatable value…An almost perfect recipe for a luxury car.”