As we all know, Lexus (Lexus) is Japan's Toyota Motor Corporation's luxury brand, but its birthplace is in the distant United States, and the Lexus brand in the U.S. luxury car sales have been in a leading position. So, what kind of terrible power for Lexus to enter the U.S. market, sales of a brand champion it? Now, let us for the Lexus brand history to an understanding.
Lexus (Lexus) the creation of the background
In the 1980s, the U.S. economy is in rapid development stage, while the automotive market demand for luxury cars began to surge. To BMW, Mercedes and other luxury cars, led by the European Department of the brand has begun to occupy the U.S. market, as the economy and focus on selling low-priced models based Toyota, in the luxury car brand has been at a disadvantage, in this production a to seize the U.S. market for luxury cars Toyota is already imminent. And Toyota has a relatively dominant conditions, a group of 70 young Toyota consumers as they enter the prime of life, consumption levels and the choice of car will change. In this environment, Toyota's leadership began brewing a new round of invasion and occupation of the deployment of the U.S. car market car.
1983-1988: to dominate the luxury car market from concept to establish
1983: Lexus (Lexus) brand made
August 1983, Toyota Chairman Eiji Toyoda in a top-secret meeting proposed to create a luxury sedan to dominate the world of ideas. Purpose is to create a luxury sedan can compete with Mercedes-Benz, Paul Bao and other brands, to the Toyota brand in the luxury car market can be a piece of the situation. In this idea in mind, Toyota, codenamed "F1" top-secret plan to start (F1, in to "F" from the English "Flagship" means the flagship of "1" represents "the first car" means ).
Lexus flagship LS 400 model 1989 models
1986: Lexus (Lexus) brand name and logo of the birth of
At the same time, Toyota's luxury brand is also carried out with the planning of this work to support the launch of its flagship sedan. Also, Toyota's luxury brand, as it created a new sales channel, as well as new brands in the U.S. and other markets to establish the appropriate agency network development, this approach eliminates the Toyota brand vehicles to consumers with its " low-grade, low-cost "image, which is more conducive to the Lexus luxury car brand marketing. In addition, Toyota's advertising agency Saatchi Advertising Queen has set up a special department-Team One (first team), responsible for the new luxury brand sales and marketing. The parties also hired the famous image of the design concept of the brand name, after careful screening before the final adoption of the "Lexus" brand name, its pronunciation and English, "luxury" (Luxury) similar to the word, people better think of the brand is the impression of luxury cars.
Lexus (Lexus) brand
On the other hand, Morrison hired the Lexus logo design company (Molly Designs) and Hunter Communications (Hunter Communications) is responsible for designing the final logo and the oval formed by L. Among the "L" is the "Lexus" the first letter capitalized, oval represents the Earth, said the Lexus cars will be all over the world. January 1988, the new Lexus auto show signs debut in Los Angeles.
1989-1993: Lexus (Lexus) through good products and services, began to take root in the U.S. market
Its early days many of the media does not hold too many expectations of a large
Lexus brand in the early days, many of the media to this new brand does not hold too many big expectations and even magazine sarcastically said, "Toyota Production Lexus? Toyota is the production of ten million base-level car, the Lake Texas out of tune with this approach just as the store sales at McDonald's Wellington steak. " Indeed, the evaluation also shows that everyone on the Lexus brand, there are still prejudices.
1989: Lexus (Lexus) sold two models formally, and gradually accepted by consumers
Detroit in January 1989 at the North American International Auto Show, the Lexus flagship LS 400 and ES 250 entry-level luxury sedan debut, when the altar in the world of luxury cars caused a great shock. In September, the official Lexus of these two models in the U.S. network of 73 agents to start selling.
1989 LS 400 models
One of the flagship Lexus LS 400 models made after six years, with cost over $ 1 billion, employing 1,400 engineers and 2,300 technicians, 450 prototypes tested. In the car manufacturing process, the design team had traveled to California in 1985 to design their concept cars, and luxury goods group of customers for life, taste and overall market a series of investigations, the same year in July, the first LS 400 prototypes were built out, and immediately sent to various parts of the strict limits of the test, in order to achieve perfection in all aspects of state models.
And eventually made the flagship Lexus LS 400 has a unique design, equipped with a new 4.0-liter V8 engine and uses a rear-wheel drive, and the LS 400 has a good interior quietness, the lead level interior comfort and luxury of world-class configuration, etc., while the most important point is that Lexus LS 400 and Toyota with the previous models did not share any of the major elements of this set in one of the many benefits of the Lexus LS 400, American consumers began to receive attention. By 1990, LS 400 outstanding performance won several major automobile awards, a remarkable achievement.
Of course, in addition to its LS 400 has a competitive advantage, the Lexus brand of high-service attitude is one of the reasons recognized by consumers. Lexus customer service is based on their customers to make a "Lexus promises": "Lexus will treat every customer as if we entertain guests at home as well." In 1989, because the brake lights wire problem and the need for voluntary recall of the LS 400 models, vehicle owners in this process have not been charged any fees, but also enable them to take cars, cars have been cleaned and had added a good oil, which are all of the owners who surprised. Through this, a good shape Lexus brand in the United States.
1989 ES 250 models
In addition, Lexus also focus on after-sales service. At the time, most of the brand's car dealership and maintenance depot, will be the address in the atmosphere dark or remote areas, while the Lexus brand, pay attention to this, the maintenance depot is located in more convenient locations, in addition to this approach convenient for consumers, but also allow consumers to feel the Lexus brand to its attention.
1991 -1993: Lexus (Lexus) launched new products to strengthen its market position
In 1991, sales of the second year, the Lexus brand's annual sales rose to 71,206 units, outselling BMW and Mercedes-Benz, as the U.S. best-selling imported luxury cars. According to JDPower survey, Lexus ranked in the same year purchased vehicle quality, customer satisfaction, sales satisfaction survey first.
1991 Lexus introduced a new model car - Coupe SC 400
In May, Lexus in order to further expand the product line, launched a two-door sports car SC 400, and, SC 400 and LS 400 uses the same V8 engine and rear-wheel drive design, dynamic performance in the same area SC 400 superior, to the September SC 300 also introduced to the market.
Launched in 1991 ES 300
In September, Lexus introduced the ES 300, to replace a previously released ES 250, which EX is executivesedan (executive car) abbreviation, 300 on behalf of his engine displacement of 3 liters and, ES 300 and Toyota Camry production at the time on the same platform. As entry-level Lexus sedan, ES 300 and Lexus LS 400 flagship luxury sedan with the United States to continue to capture market position, and quickly occupied the part of the original European luxury car market.
1993 GS 300 models
To March 1993, the first Lexus to run high-performance four-door GS 300 officially sold in the U.S., he introduced the ES and LS models to fill the gap between, but also indicates that Lexus the brand is starting to "coupe" market to enter. At that time the production of first generation GS models, mainly from the Toyota Crown (Toyota Crown) converted from the power on, GS 300 equipped with a maximum power of 162 kW (220 hp) V6 engine, the match is 4-speed automatic change also box configuration including dual airbags, front and rear ventilated disc brakes, four-way adjustable steering wheel and automatic air-conditioning thermostat.
Lexus (Lexus) the creation of the background
In the 1980s, the U.S. economy is in rapid development stage, while the automotive market demand for luxury cars began to surge. To BMW, Mercedes and other luxury cars, led by the European Department of the brand has begun to occupy the U.S. market, as the economy and focus on selling low-priced models based Toyota, in the luxury car brand has been at a disadvantage, in this production a to seize the U.S. market for luxury cars Toyota is already imminent. And Toyota has a relatively dominant conditions, a group of 70 young Toyota consumers as they enter the prime of life, consumption levels and the choice of car will change. In this environment, Toyota's leadership began brewing a new round of invasion and occupation of the deployment of the U.S. car market car.
1983-1988: to dominate the luxury car market from concept to establish
1983: Lexus (Lexus) brand made
August 1983, Toyota Chairman Eiji Toyoda in a top-secret meeting proposed to create a luxury sedan to dominate the world of ideas. Purpose is to create a luxury sedan can compete with Mercedes-Benz, Paul Bao and other brands, to the Toyota brand in the luxury car market can be a piece of the situation. In this idea in mind, Toyota, codenamed "F1" top-secret plan to start (F1, in to "F" from the English "Flagship" means the flagship of "1" represents "the first car" means ).
Lexus flagship LS 400 model 1989 models
1986: Lexus (Lexus) brand name and logo of the birth of
At the same time, Toyota's luxury brand is also carried out with the planning of this work to support the launch of its flagship sedan. Also, Toyota's luxury brand, as it created a new sales channel, as well as new brands in the U.S. and other markets to establish the appropriate agency network development, this approach eliminates the Toyota brand vehicles to consumers with its " low-grade, low-cost "image, which is more conducive to the Lexus luxury car brand marketing. In addition, Toyota's advertising agency Saatchi Advertising Queen has set up a special department-Team One (first team), responsible for the new luxury brand sales and marketing. The parties also hired the famous image of the design concept of the brand name, after careful screening before the final adoption of the "Lexus" brand name, its pronunciation and English, "luxury" (Luxury) similar to the word, people better think of the brand is the impression of luxury cars.
Lexus (Lexus) brand
On the other hand, Morrison hired the Lexus logo design company (Molly Designs) and Hunter Communications (Hunter Communications) is responsible for designing the final logo and the oval formed by L. Among the "L" is the "Lexus" the first letter capitalized, oval represents the Earth, said the Lexus cars will be all over the world. January 1988, the new Lexus auto show signs debut in Los Angeles.
1989-1993: Lexus (Lexus) through good products and services, began to take root in the U.S. market
Its early days many of the media does not hold too many expectations of a large
Lexus brand in the early days, many of the media to this new brand does not hold too many big expectations and even magazine sarcastically said, "Toyota Production Lexus? Toyota is the production of ten million base-level car, the Lake Texas out of tune with this approach just as the store sales at McDonald's Wellington steak. " Indeed, the evaluation also shows that everyone on the Lexus brand, there are still prejudices.
1989: Lexus (Lexus) sold two models formally, and gradually accepted by consumers
Detroit in January 1989 at the North American International Auto Show, the Lexus flagship LS 400 and ES 250 entry-level luxury sedan debut, when the altar in the world of luxury cars caused a great shock. In September, the official Lexus of these two models in the U.S. network of 73 agents to start selling.
1989 LS 400 models
One of the flagship Lexus LS 400 models made after six years, with cost over $ 1 billion, employing 1,400 engineers and 2,300 technicians, 450 prototypes tested. In the car manufacturing process, the design team had traveled to California in 1985 to design their concept cars, and luxury goods group of customers for life, taste and overall market a series of investigations, the same year in July, the first LS 400 prototypes were built out, and immediately sent to various parts of the strict limits of the test, in order to achieve perfection in all aspects of state models.
And eventually made the flagship Lexus LS 400 has a unique design, equipped with a new 4.0-liter V8 engine and uses a rear-wheel drive, and the LS 400 has a good interior quietness, the lead level interior comfort and luxury of world-class configuration, etc., while the most important point is that Lexus LS 400 and Toyota with the previous models did not share any of the major elements of this set in one of the many benefits of the Lexus LS 400, American consumers began to receive attention. By 1990, LS 400 outstanding performance won several major automobile awards, a remarkable achievement.
Of course, in addition to its LS 400 has a competitive advantage, the Lexus brand of high-service attitude is one of the reasons recognized by consumers. Lexus customer service is based on their customers to make a "Lexus promises": "Lexus will treat every customer as if we entertain guests at home as well." In 1989, because the brake lights wire problem and the need for voluntary recall of the LS 400 models, vehicle owners in this process have not been charged any fees, but also enable them to take cars, cars have been cleaned and had added a good oil, which are all of the owners who surprised. Through this, a good shape Lexus brand in the United States.
1989 ES 250 models
In addition, Lexus also focus on after-sales service. At the time, most of the brand's car dealership and maintenance depot, will be the address in the atmosphere dark or remote areas, while the Lexus brand, pay attention to this, the maintenance depot is located in more convenient locations, in addition to this approach convenient for consumers, but also allow consumers to feel the Lexus brand to its attention.
1991 -1993: Lexus (Lexus) launched new products to strengthen its market position
In 1991, sales of the second year, the Lexus brand's annual sales rose to 71,206 units, outselling BMW and Mercedes-Benz, as the U.S. best-selling imported luxury cars. According to JDPower survey, Lexus ranked in the same year purchased vehicle quality, customer satisfaction, sales satisfaction survey first.
1991 Lexus introduced a new model car - Coupe SC 400
In May, Lexus in order to further expand the product line, launched a two-door sports car SC 400, and, SC 400 and LS 400 uses the same V8 engine and rear-wheel drive design, dynamic performance in the same area SC 400 superior, to the September SC 300 also introduced to the market.
Launched in 1991 ES 300
In September, Lexus introduced the ES 300, to replace a previously released ES 250, which EX is executivesedan (executive car) abbreviation, 300 on behalf of his engine displacement of 3 liters and, ES 300 and Toyota Camry production at the time on the same platform. As entry-level Lexus sedan, ES 300 and Lexus LS 400 flagship luxury sedan with the United States to continue to capture market position, and quickly occupied the part of the original European luxury car market.
1993 GS 300 models
To March 1993, the first Lexus to run high-performance four-door GS 300 officially sold in the U.S., he introduced the ES and LS models to fill the gap between, but also indicates that Lexus the brand is starting to "coupe" market to enter. At that time the production of first generation GS models, mainly from the Toyota Crown (Toyota Crown) converted from the power on, GS 300 equipped with a maximum power of 162 kW (220 hp) V6 engine, the match is 4-speed automatic change also box configuration including dual airbags, front and rear ventilated disc brakes, four-way adjustable steering wheel and automatic air-conditioning thermostat.
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