For over 30 years, Lexus has been making waves in the car industry. Bursting onto the scene in 1989, Lexus started life as the luxury vehicle division of Toyota. Even from those early days, it was clear that Lexus was in a league of its own when it came to combining power, performance, build quality, reliability and sheer luxury. With the might of one of the biggest automotive names in the world behind it, Lexus’ success was almost guaranteed.
In 1983, Toyota president Eiji Toyoda threw down a challenge to his engineers and designers – to build “a car that is better than the best in the world”. With the gauntlet thrown down, and with no expense spared, the fledgling Lexus team sprang into action with the ‘Circle F’ project. However, as is the nature of Toyota, the brief also included the stipulation that nothing was to be released until it was absolutely perfect. After all, why start with anything other than the highest possible baseline?
Lexus was moving into a very elite and highly competitive class, dominated by European names like Audi, Porsche, BMW, and Jaguar. So it was clear from the start that Lexus would have to come out fighting.
And it did.
Apart from having an exemplary reputation for luxury and reliability, Lexus also has a bit of a name for going against conventions, bucking trends, and innovation that usually leaves rivals scrambling to keep up.
First came the Lexus LS 400, a truly revolutionary sedan that made all the other brands sit up and take notice. This set the benchmark for all future Lexus models, a benchmark that simply refused to allow any compromise on comfort, performance, or technological advancement. The idea was that a Lexus LS 400 with over 80,000km (50,000 miles) on the clock would be so well built, so refined, and so flawlessly engineered that it would look, feel and perform just like a brand-new car.
Lexus was also well ahead of the game when it came to the hybrid market, now one of the single-most important sectors of the modern automotive landscape. The principle was to ‘Make the Impossible Possible’, which, over the decades, has metamorphosised into ‘Experience Amazing’. The principles are the same for both its petrol engine vehicles, its hybrids, and its newly emerging EVs, even if the branding has changed.
Innovation, though, is nothing without craftsmanship, and Lexus has always lived by the principle of its Takumi craftspeople. Every detail is precise, from the internal workings of a dual powertrain to the light in the glove box. It’s that quality and that flawless attention to detail, that elevates the Lexus brand into the luxury marketplace.
The crossover has been the big success story in the automotive industry in the last ten years and, as always, Lexus has been ahead of the curve once again. The RX 350 has led the way when it comes to luxury crossovers, while the NX is bringing the concept of luxury compact SUVs for the urban landscape.
The combination of crossover design and hybrid technology has also meant that Lexus continues to push the boundaries, challenging all those who follow behind to try and keep up. Both the RX 350h and the NXh have demonstrated that bigger vehicles can be just as green and environmentally considerate as their smaller counterparts, once again showing that Lexus is never afraid to go against the dictates of conventional thinking.
So what next? What is the next stage of ‘Experience Amazing’? Lexus continues to innovate and push boundaries, challenge thinking and refine their designs. Sleeker, more dominating road presence, refinements that make the driver experience a truly memorable one, and an absolute refusal to compromise on quality, reliability or performance are all part of Lexus’ 21st-century DNA.
If you’d like to find out more about the Lexus story and Experience Amazing for yourself, book a test drive online today or visit your nearest Al-Futtaim Lexus Centre.