Lexus

The history of Lexus began with a question posed by former Toyota Chairman Eiji Toyoda: “Can we create a luxury car to challenge the very best?” Founded with the mindset of “pursuing perfection” and a strong drive to create a car that could compete with any car in the world, Lexus arrived on the scene with the release of the LS 400 and ES 250 in 1989. Lexus is a premium luxury brand that delivers a perfect balance between excellent performance and luxurious style. It was born from Toyota’s philosophy of pursuing the best quality. The final inspection of each new Lexus model is conducted by craftsmen from each field with at least 25 years of experience and a combined total of 60,000 workhours. Known as Takumi, they are the ones who imbue each Lexus model with the spirit of hospitality, Omotenashi, through craftsmanship. Lexus pursues bold design, creative technology and excellent performance, and its passion as a luxury lifestyle brand ensures astonishing experiences for its customers. In order to satisfy the needs of countless customers around the world, Lexus offers a full model lineup available in 90 countries with different powertrain options, including hybrid, plug-in hybrid and battery electric drivetrains. Furthermore, Lexus’ high-performance brand, F, delivers the ultimate driving experience. The “F” stands for Fuji Speedway, as all F models are developed and tested in Nürburgring, Germany, and the Fuji Speedway, Japan. Lexus aims to achieve “AUTHENTIC LUXURY” through its two brand values, “LEXUS PREMIUM” and “LEXUS ELECTRIFIED” The main objective of this strategy is to establish Lexus as the brand chosen by people who truly appreciate authenticity by delivering sophisticated services and experiences that harmonize perfectly with the lifestyles of customers. This effort is aimed at realizing the global vision of Lexus, “MAKING LUXURY PERSONAL.” Toyota Motor Korea (TMKR) was first established in 2000, and the company launched the Lexus brand in 2001. Later, in 2006, the brand launched Korea’s first hybrid model, the RX 400h, taking the initiative in introducing green cars to Korea. This led to Lexus establishing itself as a powerful green car brand in Korea today, with nearly 99% of new car sales being electrified models (hybrid, plug-in hybrid, battery electric) as of 2023. At present (July 2024), Lexus offers a wide range of models and powertrains to meet the diverse lifestyles of customers, including the brand’s first BEV, the RZ, along with the LS, ES, RX, NX, UX, LM and LC.