First entered into the US market by Toyota Chairman, Eiji Toyoda in 1989, Lexus is the Japanese automaker Toyota Motor Corporation's luxury car division. Since its conception 25 years ago, Lexus has gone on to become the number 1 selling brand of premium cars, and the Lexus marque is now recognised worldwide and sold in more than 70 countries.
Back in 1983, Toyoda asked the question to a team of company execs, “Can we create a luxury vehicle to challenge the world's best?”. This inspired the company to go on to work on a secret project known then simply as F1 (Flagship One), which finally produced a finish product of the Lexus LS 400. By doing this, Toyota achieved its aim of giving the company a foothold in the luxury segment of the market share.
Lexus's largest market is by far the USA, but since the 2000s, the Japanese brand has increased its sales in other markets dramatically, through a continued global expansion period. Introductions into the Southeast Asian, European and Latin American markets have seen the company grow further as planned.