The Lexus Life Story: How a Luxury Global Brand was Created

How has #Lexus successfully established itself as an innovative global brand across the past three decades?

This video describes the challenges it faced when first seeking to enter the luxury market in 1989, and how it has drawn on the Japanese traditions of omotenashi hospitality and takumi craftsmanship to bring unique qualities to the cars it makes and the services it provides.

Key achievements are highlighted: the introduction of the original RX, the model which founded the concept of the luxury SUV; the RX 400h, the world’s first hybrid electric luxury vehicle; and the LFA, the hand-built supercar which defined Lexus’ approach to high-performance engineering.

As the brand has moved into global markets, so it has continually reconsidered the qualities expected of a luxury brand, always taking a human-centred approach and going beyond the making of cars to give its customers amazing lifestyle experiences.

[IrajMatthee]

I've never owned a car in my name and sadly here in South African the used car market is expensive when comparing similar prices and statistics to the UK and US market. But based on all the information in the automobile world I'm convinced this is the brand I've been looking for and set my heart on one day ☺️

[interactazhar]

Own a Toyota Corolla for 7 years now and I would use it as long it lasts. And if at all there is any luxury sedan 🚘 I have to buy, it would be a Lexus without a second thought

[rpremkumar]

About a decade ago my son bought a Vios and I got to sit in the driver’s seat once - just to park in a different space. A few years ago he traded it for a hybrid Beemer. Rumour has it that he’s got a Volvo ev. I drive a MyVi and it has the gizzmos. I wonder why he didn’t go for the Lexus. I’m curiously dreaming of exploring where Lexus would be in the ev market in a few years. It’s a concept that has aroused me seriously. I’m 65. Yeah it’s a number. I agree😋

[fenrirComes]

Nice, Go Lexus ! No compromise on quality, reliability and comfort !

[seikocitizenwatches]

Amazing luxury brand, the only premium luxury vehicles I love.

[joserasak]

attention to details.

quality and durability as no other car.



this is pure art and dedication,



my respects to all involved on this brand

[JS-tevj]

I just bought the very first LS400 (In Japan we call it Celsior) off a friend, to pair with my Porsche 964 C2.
Maybe it is because it's is the full bells and whistles version, the C-F Package, but even so, it's good.
Having owned 3 Mercedes W124s, I thought they were great. But the first LS is on another level - and at that price? I'm not surprised Mercedes were forced into joint ventures with Chrysler.


If they could build a car this good if they put their back into it....
what the f''k went so wrong with the Crowns, Majestas, Altezzas and Mark IIs that followed...

[symoon]

I work for the Gatwick branch and absolutely love it. So happy to start work there, great product (just bought my second IS300H)

[thexthaz]

Had a 98' LS400. Have driven a lot of cars since but always regret selling it.

[lsjapan]

اسطوره لن تتككر كصمت روس كل السيارات بوقتها 🥇🎌🎌🎌

[RSID]

In my country, Lexus is definitely king of the Japanese luxury brands. Acura never came, Infinity I think bowed out in the mid 2000's. As a Toyota and a Nissan owner, it's kinda obvious when I look at it.

[pvvsgmo]

I love love Lexus and I love Lexus 2009 LX 570

[vastikmishra]

Having owned 7 Toyota’s. 2 still running. Just ordered our first Lexus ES300H. Picked It over the Germans. Cause coming from Toyota, Lexus IS the way to go.

[LSniumUwU]

my entire driving life I have only had first gen Lexus LS400s, I currently own possibly the most rarest Lexus models, burgundy on red 1990 LS400, with 300k miles, I also owned a 1991 Toyota Celsior, the Japanese market LS400 never sold outside of Japan.

[shawnhickman]

IS250 owner... One day I will get the IS F sport...one day

[mohmoudfarah]

The IS is and has been my favorite. The LFA? Maybe in the future.

[naveenjoy]

Lexus is a toyotas lexury bread its sports varient lfa its performance is just awsome. This car gives a virtues in society. This laxury segment gives a exhaustive experience to customers

[uYahbonaEmbo]

To me the Lexus IS200 is best well built Lexus ever 1FGE 200k done still going strong.

[p_enta]

I adore the brand but I feel they've lost touch over the past couple of years. Cars like the LC500, the GS, and the new ES seem very true to the brand, but some of the other models just seem phoned in and not true Lexus. Hopefully, they regain a foothold in the future, besides, many cars are due to be redesigned in the next year or so.

[tundravgeorgia]

Love Lexus my parents have one been a Toyota fan for 30 years