Lexus brand to be introduced in Japan

The Lexus brand is known for the height of Japanese automobile luxury but, believe it or not, a Lexus has never been available in Japan until now.

Toyota Motor Corporation in Japan recently announced it will reorganize its current sales products and add a Lexus brand with 150 showrooms by mid-2005.

Lexus vehicles are currently sold in more than 35 countries, but in Japan, the same vehicles have always been offered as Toyota models through various Toyota retailers. This reorganization will centralize all the Lexus products and create a Lexus brand identity in Japan.

"We’re very excited Lexus-badged vehicles will be sold in Japan," said Denny Clements, Lexus group vice president and general manager. "When Lexus was created, the goal was to be a world-class company. With the introduction of Lexus in Japan, we are another step closer to creating a true global brand."

Lexus was established in 1989 in the United States with two models, the LS 400 and the ES 250. Now, Lexus offers eight models, including luxury sedans, luxury sport utility vehicles and a retractable hardtop convertible. Additionally, it has been the best-selling luxury nameplate for three years in a row.

"Lexus has established a very solid reputation and position in the United States," said Toyota Motor Corporation President Fujio Cho. "Introducing this well-established brand in Japan will help us create a new global premium brand for the 21st century."

––Michael Binstock