Lexus

Lexus is a Japanese brand name used by the Toyota Motor Corporation for such export markets as North America, Middle East, Europe, Africa, Latin America, Asia and Oceania, for luxury automobiles. more...

The Lexus Brand

Lexus was inspired by the success of the Toyota Supra sports car and the luxury Toyota Cressida models. Both the Supra and Cressida were rear wheel drive cars with a powerful 7M-GE/7M-GTE engine. The first Lexus-badged models, the V-8 powered LS 400 and the smaller, Toyota Camry-based ES 250, appeared in 1989.

The Lexus marque was launched in the United States in 1989, followed by the UK and Australia in 1990. An image consulting firm presented a list of 219 names, from which Vectre, Verone, Chaparel, Calibre and Alexis were top candidates. While Alexis quickly became the front runner (possibly due to the association with the Alexis Carrington character on the popular 1980s primetime drama Dynasty) and later morphed to Lexus, the name has been attributed to the combination of the words "luxury" and "elegance." According to Toyota, however, the name had no meaning and was just meant to be pleasing and easy to remember. Just prior to the release of the first vehicles, the database service LexisNexis obtained a temporary injunction forbidding the name Lexus from being used as they stated it might cause confusion. Upon reflection, the court lifted the injunction, deciding that there was a low likelihood of confusion between the two products.

Another theory has surfaced, claiming that the Lexus name was given to the project by Toyota in the mid-80s, as an acronym for Luxury EXport United States.

Hunter Communications, the agency who designed the "L" logo and also presented the name to Toyota management, says Lexus was born of the "LE" on the automaker's luxury edition vehicles, which created the acronym "Luxury Edition for the United States" or "LEUS" with the "x" from "luxury" added to form "LEXUS".

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