This was more than a philosophical question for Toyota Motor because of the money involved. The company, while comfortable in black, could not afford to pursue the erroneous design of vanity. But some have argued that he was losing more than staying out of the luxury market, than jumping, when his most loyal customers — baby boomers — were moving into their peak years and will soon be looking for more expensive cars. Toyota Motor wanted a high-quality product line to keep these loyal customers from other brands. The idea was to build a gilded bridge between compact car buyers today and luxury car buyers tomorrow. What else do you need to protect your earnings in an era of growing barriers to imports to the US, stay neck and neck with Japanese competitors who planned their own luxury lines, and keep their engineers motivated by new challenges,
At home, he sold the rugged Century, a 5-liter V-12 car boat, which was used for chauffeurs by Japanese executives and cabinet ministers around Tokyo’s crowded streets. Often, an empty front passenger seat on this and other Japanese luxury cars was built with a removable cushion so that the backseat passenger could stretch their legs to the front seat. But in the equivalent of $ 125,000, the car was considered too expensive to compete in the mass luxury market in the United States. Between Toyota Motor, it was necessary to upgrade its export lineup with an amateur car designed primarily to be driven by its owner, and not a stately limousine that needs to be driven off.
Most importantly, Toyota Motor felt the opportunity. The current high-end car manufacturers have risen and gone beyond the needs of the new era of car buyers. Here, Aiji Toyoda presented a strategy for penetrating the high-tech market. 6 years, together with 50 percent of billions of dollars later, started Lexus. For Toyoda, this was not a matter of value, but only a matter of time. According to him: “For us, this was not only a great challenge and a dream, but also an inevitable solution.” But even the most ardent supporters of the Japanese luxury car program in the early 1980s could hardly have imagined that Toyota Motor would unleash on unsuspecting rivals ten years later.
The luxury division of the company, the Lexus brand, has grown from the recent intention of the car enthusiast to the leading luxury brand in the United States. He usurped Cadillac for this title in 2000 and has since retained it. In its debut year in 1989, sales of two models of untested brands - the flagship LS and the initial ES-sedans - only 16 302 cars. Two years later, it became the best-selling luxury import in the United States and added the third coupe model, the SC. Today, a little more than two decades since the brand’s debut, millions of cars equipped with Lexus L are moving along the roads of America, which indicates not only the popularity of the brand, but also the strength of its cars. Indeed, you can often see the model year 1990 model year LS 400 or ES 300. Today, Lexus has expanded from the first two models of pioneers to the industry-leading fleet of about a dozen different cars and SUB, three of which were added in the last two years.
