You Would Never Know What 'LEXUS' Really Means

Vusi Thembekwayo tells how Toyota launched Lexus for the US.

Why did Toyota launch Lexus?

In the ever-evolving realm of business, the strategic art of brand transformation stands as a testament to the dynamism that propels industries forward. Picture this: a brand, established and revered for its mastery in crafting reliable, efficient automobiles, decides to unfurl a new chapter of its narrative. A chapter that doesn’t just introduce new products, but a whole new dimension of aspiration, luxury, and distinction.

Consider the automotive titan Toyota, a name synonymous with practicality and engineering prowess. Now envision the birth of Lexus, a harmonious symphony of elegance and performance that emerged from Toyota’s visionary ambition to cater to a more discerning clientele. This momentous shift wasn’t just about releasing new cars—it was a meticulous metamorphosis, a graceful evolution that ensured Toyota’s legacy would extend beyond its tried-and-true offerings.

Lexus, a name evoking images of opulence and refinement, became the vessel through which Toyota embarked on a journey to captivate a market segment that sought not just transportation, but an embodiment of prestige. The creation of Lexus wasn’t a mere exercise in rebranding; it was a statement—a proclamation of Toyota’s ability to transcend its own identity and venture into uncharted realms with the same dedication to excellence.

This narrative of transformation serves as a vivid reminder that in the realm of business, adaptability is key. As consumer preferences shift, and markets morph, the ability to not only embrace change but to orchestrate it can be the difference between stagnation and innovation. Toyota’s decision to forge the Lexus brand stands tall as a blueprint for every industry, proving that sometimes, to reach new horizons, a brand must summon the courage to transcend its own legacy and explore the uncharted roads of reinvention.

#vusithembekwayo #marketing #value #keynotespeaker #shorts

[ikeume]

They made two different version, Toyota and Lexus just like Hunda and Acura, Nissan and Infiniti, Chevy and Cardilac, Ford and Lincoln, Hyundai and Genesis

[misterperfect]

My old man bought an ES250 in 1989, imported from Japan. I thought it was the dopest thing i ever saw. Not to mention it had a 1JZ since it was imported.

[KhosaDrivingSchool]

Hence in south africa we call it Lexsa

[Marventrepreneur]

Wow! Thanks for the insights. Didn’t think about it that way

[samuelkings]

As a Nigerian, I can confirm we have Lexun

[Abdulltheone]

Naming it based on reasons still looks astounding

[abacusfoods]

Wow...Visit you're a force indeed. God bless

[kpongash]

Great story except it's not true smh

[ilovehim]

Didn't those JAPANESE guys had a meeting in English. Sounds CAPANESE

[Jarro]

Story is true but more than that. They didn't just rebrand the Toyota. They sent marketers to the US to determine what Americans deem luxurious. Not for a car, but generally what's considered luxury such as leather, smell, feel, emotive, etc. They then took the information and created a car to match what the research said about luxury with the same principles of quality and reliability, and Lexus was born.

[emmanueloke]

😮😮😮 quite revealing. Wonder when we in Africa will start thinking

[ChrisOReilly]

Apparently if you leave a lexus in for servicing, they make sure you het a lexus for the day as opposed to a Toyota cause youd essentially realise they're nearly as good for much lower cost

[filhanislamictv]

Toyota Lexus. True first luxury car I read about

[salmanmithu]

Actually it is luxury car for me. ❤vusi bhai

[Daily-Activities]

So what it means is that there is no more TOYOTA but LEXUS?