Lexus

Lexus - brand cars of "premium", produced by Japanese company Toyota Motor.

The official date of birth of the brand new (not yet available at that time the name), based on the production of luxury cars, it is considered in August 1983 at a secret meeting of the Board of Directors of Toyota's Eiji Toyoda her head announced its decision that the corporation is to create the car of a representation class, and it will be a better product in all the leading automakers.

This decision was not spontaneous. In the early 1980s, the market luxury cars, especially North America, there has been a slow but steady growth, and Toyota, which had a good sale in the U.S., could not stay away. According to numerous market research leadership, and TMS was decided to create a new brand.

On the issue of brand names in the leadership of the corporation, there are two opinions: some thought to a new name to avoid any association with the brand name "Toyota", producing low-cost model as a whole, while others were convinced that the new car to be sold only under the name "Toyota" how to improve the reputation of the brand and to attract customers to a lower model of the company.

However, studies and surveys of Americans show that the assumptions of the first side was correct: in the U.S. called the "Toyota", as it turned out, more was associated not with cars, but in general with the pickups, due to the nature of advertising and marketing TMS. This fact plus the strong belief of staff development and promotion of the brand is still persuaded the company, namely, Eiji Toyoda to make your final choice is in favor of a new name.

In 1986, the advertising agency Saatchi & Saatchi, has long served the company Toyota has formed a special unit of Team One, whose main function was to create and develop a new premium brand for Toyota. By request of Team One consulting firm Lippincott & Margulies has formed a list of 219 names of which was to choose a name for the new brand. The most preferred option in the end it turned out the name of Alexis, but because of the strong association with the Alexis Carrington, the character in the popular 1980s TV series "Dynasty", it was decided to convert the name to the Lexus.

Origin of the name Lexus is often attributed to a combination of the words «luxury» (luxury) and «elegance» (elegant). According to another theory Lexus is an acronym for the phrase «luxury exports to US» Team One, however, claimed that the Lexus brand name has no special meaning, and that the word Lexus just beautifully conveys the image of luxury and technology.