In 1983, the Chairman of Toyota had the vision of manufacturing an automobile, which stands out as the most elite class car of the world. He wanted to manufacture a car with “the desire for perfection”. For people who are interested in driving luxurious and high status cars, the Lexus was introduced, especially in the Middle East, and United States. Lexus was kept as a secret until its launch, from other automobile manufacturers.

Popular luxury cars such as Mercedes, BMW, Pontiac, Chevrolet, and others were considered as the opponents for Lexus. Toyota had the vision of being the leader in the market of elite class, and wanted to surpass all of the other luxury cars.

A secret code word, F1 (Flagship + No. 1 car) was given to Lexus, while it is manufacturing to keep it hidden from competitors. Finally, after its designing and manufacturing, the name Lexus was given a name, which really suited its purpose; luxury and elegance.

For creating the brand of Lexus, in 1986 one of the top classes advertising agency of the world, Saatchi and Saatchi were given the deal by Toyota. Jewish people who had a good influence in the market of United States owned this firm. As brand consultants, the renowned Lippincott and Margulies were employed to handle the brand image of Lexus. Together this firm worked towards creating a name for the car and outlined a list.

A long list of over two hundred was discussed and initially Alexis was chosen as the name of this new car. Alexis name quickly became the popular front choice. This name was also associated with the Alexis Carrington as a popular character of early 1980s, which was a primetime drama, and later it was morphed to Lexus. Another consideration claims that it is an acronym for “luxury exports”.

The services of the best advertising and marketing agencies were hired by Toyota to create the perfect team for the sales, and marketing department of Lexus. The vision of the corporation was to penetrate in to the market of elite cars, and become number one. Hence, their marketing campaigns, and sales team were compelled to be very strong. They chose to launch the car initially just in the United States and Middle East only, since most of their potential buyers were populated in these rich countries.

Especially the rich, and the famous of the Middle East, eyed for this luxury item, since it was quite useful for the desert tours and their speedy drives. Lexus successfully integrated in both United States, Middle East, and later on in the European market as well.

Danny Green is a car specialist. Detailed information about the Lexus IS 250c is availiable. Why not book a test drive now at his recommended site at http://www.lexus.co.uk.

categories: Hybrid Cars,luxury convertible,Lexus LS,Lexus LS 600h

Technorati Tags: Cars, hybrid cars, Lexus LS, Lexus LS 600h, luxury convertible