The first vehicle, the LS 400, came about following secretive work which was carried out by executives in the 1980s to help Toyota challenge and lead the field of luxury cars. The name Lexus was agreed upon …
The first vehicle, the LS 400, came about following secretive work which was carried out by executives in the 1980s to help Toyota challenge and lead the field of luxury cars. The name Lexus was agreed upon following a marketing campaign and the car slowly began its development.
By 1989 the Lexus brand was ready, with the ES Sedan and the LS Sedan being rolled off the production line in quick succession. The GS model was first launched in 1993 to much acclaim, although the firm were fortunate that US proposals for 100% tariffs on all Japanese cars were annulled. In return for the cancelled tarriffs, Japanese car companies promised to invest more in America.
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Lexus is notable for being one of the first companies to give serious thought to environmental concerns. Since the turn of the millennium there have been numerous attempts to produce a hybrid or fully electric Lexus vehicle.
The hybrid version of Lexus' RX400h was released in 2005. It was a luxury SUV model which combined petrol and electric motors. The hybrid allowed the car to produce greater power and lower emissions and was more fuel efficient.
While the new range of hybrid models were being promoted in the noughties, Lexus went into a period of decline. However, thanks to targeted marketing and newer designs on models like the CT200h sportback car, the firm has managed to bootstrap its way out of this period of uncertainty.