Toyota Launches Lexus Brand at Home

[BMWDave]

Toyota Launches Lexus Brand at Home
Date Posted 07-26-2005

TOKYO ? Toyota pulled the wraps off its first three Lexus models in the Japanese domestic market Tuesday, as the company's upscale brand goes home to its roots following its 1989 introduction in North America.

Japanese consumers can choose from the Lexus IS and GS sedans and the SC 430 coupe/convertible. Prices range up to about $60,000. The GS and SC are currently sold in the U.S., and the redesigned IS goes on sale this fall.

Most of the Lexus vehicles sold in North America and Europe are based on Toyota-brand vehicles in Japan. The SC 430, for example, is badged as the Toyota Soarer in the home market.

Toyota executives said the domestic debut makes Lexus a truly global premium brand ? the first such accomplishment for a Japanese automaker.

What this means to you: It's been a long time coming, but Lexus finally becomes the first global luxury Japanese brand.

[ifcar]

They needed to launch the brand with unique vehicles, or at least vehicles with some difference over their Toyota equivalents.