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Toyota ≠Lexus
1958 first toyota’s luxury car “crown” fails in us
1981 US government enforce import restrictions in car industry (1 year-1mil)
so executive of toyota want to make a high value product
1983 president of toyota (とよだ えいじ) decide on sale policy that make true luxury car in an executive council
1985 go deep into the study of the upper class’s lifestyle in California
1989 develop Ls400
1999 Lexus broke 1,000,000 units in a accumulated production in USA
Meaning of Lexus
Premium brand of Toyota
Luxury +Lex = standards of Luxury
Les is Latin word, meaning of standard
Latin word, meaning of standard Initial model
LS 400 = luxury sedan 4000cc
Second model ES250
The SC 400 coupe became the third Lexus model to debut following the LS and ES sedans.
First showcase To the public
In 1989, Lexus showcased the smoothness of its 8-cylinder engines by placing champagne glasses on the hood of LS 400.
“the Lexus LS 400 is designed to stir the soul...and not much else."
Explanation
First moto
‘The Relentless Pursuit of Perfection’
↓
Now
‘The Passionate Pursuit of Perfection’
60 designer
1400 technical expert
220 assistant
450 prototype
1000 ngine was manufactured
2years to find leather which used in a car
Lexus College
Fuji Lexus College, the training facility for Lexus dealers in Shizuoka, Japan
Recent salesRecent sales
Large proportion in us mkt.
2005 lexus lunched in japan and grows rapidly.

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