Unveiling Toyota’s Hidden Gem: The Luxury Brand You Didn’t Know About

Hello there, car enthusiasts! Are you ready to discover Toyota’s hidden gem? Over the years, Toyota has been known for producing reliable and practical cars that cater to various lifestyles. But did you know that Toyota also has a luxury brand that not many people are aware of? Meet Lexus.

Unveiling Toyota's Hidden Gem: The Luxury Brand You Didn't Know About

Lexus is a Japanese luxury automotive brand that was launched in 1989 and has been a subsidiary of Toyota ever since. Its goal is to create cars that are not just comfortable and enjoyable to drive but also exude elegance and sophistication. With its commitment to luxury, quality, and innovation, it’s no wonder that Lexus has become a huge hit among car enthusiasts worldwide. In this article, we’ll give you a quick overview of what Lexus has to offer and why it’s worth checking out.

Toyota’s Luxury Brand: Lexus

When it comes to luxury cars, Toyota’s brand, Lexus, surely comes to mind. The Lexus brand was launched by Toyota in 1989 as a flagship luxury car brand for the North American market with the aim of surpassing German luxury car makers like Mercedes-Benz and BMW. Today, Lexus has established itself as a well-known brand globally, and it has been continuously evolving over the years to provide a superior driving experience to its customers. Let’s take a closer look at how Lexus came to be and its impact on the automotive industry.

The Development of Lexus

The development of the Lexus brand began in the early 1980s when Toyota executives aimed to create a luxury vehicle that would compete with the established high-end manufacturers. Toyota conducted extensive research to understand the needs and preferences of North American luxury car buyers. In 1983, the company established a secret project, code-named ’31X,’ to develop a car that would meet the demands of the luxury car market. An elite team of Toyota engineers, designers, and executives worked on the project, which eventually led to the launch of the Lexus brand in 1989 with the release of the flagship Lexus LS 400 sedan.

The Difference Between Toyota and Lexus

Although Toyota and Lexus are both owned by the same company, their vehicles are equipped with different features and designed to target different markets. Toyota models are meant to appeal to a broader range of customers that value practicality, reliability, and efficiency. On the other hand, Lexus models are aimed at customers seeking luxury, comfort, and high-performance driving. Lexus vehicles come with premium features like a high-quality leather interior, sleek dashboard design, heated seats, and state-of-the-art technology. Additionally, Lexus cars have advanced safety features that come as standard options, such as lane departure warnings, blind-spot monitoring, and adaptive cruise control.

Lexus’s Impact on the Industry

Lexus impacted the automotive industry by providing a new level of quality, luxury, and customer service. Its early efforts in customer service, such as the ‘Lexus Covenant,’ a pledge to provide exceptional customer service, were unique and innovative at the time. Lexus set new standards in quality that the automotive industry could not ignore. It introduced innovative components to its vehicles, such as the first automatic sealed beam headlight, offering drivers better visibility and safety. Furthermore, Lexus has the reputation for reliability and durability, which has helped to cement its position in the luxury car market.

Lexus also challenged established luxury brands, causing them to step up their game. The quality of Lexus cars inspired other manufacturers to improve their designs, incorporate new technology, and better their customer service. Lexus changed the way that luxury cars were marketed and designed, and it continues to drive the market forward with its innovative engineering and design.


The Lexus brand of luxury cars is a testament to Toyota’s commitment to providing a superior driving experience to its customers. Through its premium features, advanced technology, and exceptional customer service, the Lexus brand has made its mark in the automotive industry and continues to challenge and inspire innovation today. Lexus has become a symbol of luxury, reliability, and innovation, making it a top choice for car buyers around the world.

What Sets Lexus Apart as a Luxury Brand?

Lexus has become one of the most recognized luxury car brands in the world, producing durable, stylish, and innovative vehicles. But what makes Lexus stand out as a luxury brand? In this article, we will explore some of the key features and factors that make Lexus a top-tier luxury brand in the global automobile market.

Design and Comfort

Lexus has long been known for its sleek design, which combines grace and elegance in a way that many other car manufacturers simply can’t replicate. Whether you are looking at a Lexus sedan or SUV, you’ll notice that they have some of the most striking body lines on the market. They are designed to capture attention and make a statement on the road.

But it is not just the exterior of Lexus vehicles that catches the eye. Lexus is committed to creating sumptuously comfortable interiors that will impress even the most discerning drivers. The seating is plush and supportive, and high-end materials are used throughout the cabin, including soft leather upholstery, high-quality wood trims, and shiny chrome accents. Passengers can immerse themselves in the comfortable cabin, listening to high-end audio systems and enjoying a range of comfort features like climate control, massaging seats, and more.

Advanced Technology

One of the hallmarks of the Lexus brand is its commitment to cutting-edge technology. In every new model, Lexus has added or improved new features, truly setting the bar for other brands. Lexus focuses on safety technologies, introducing advanced features such as pedestrian detection, lane departure warning, and automatic braking to ensure that passengers are always protected and passengers are always safe. Additionally, Lexus offers a range of convenience features such as adaptive cruise control, voice-active infotainment systems, and rearview cameras for greater convenience.

As a luxury brand, Lexus recognizes that its drivers want more than just basic tech functions. Thus, its cars are some of the most innovative in the world, and it is always introducing new offerings to the market. Lexus currently offers cars with advanced autonomous driving features, and they are already exploring the promising new worlds of hydrogen fuel cell technology and alternative fuel solutions.

Exceptional Customer Service

Finally, in the world of luxury car brands. Lexus has become synonymous with exceptional customer service. From the moment you walk into a dealer, you will be treated like royalty. Dealerships stock special complimentary beverages and snacks, offer up plush direct-seating areas, and even provide loaner vehicles if needed when customers arrive for servicing. Customer support revolves around a 24/7 call centre that allows customer to seek help with anything related to their vehicle any time. Lexus also sponsors local community events and charities, giving drivers an opportunity to give back and demonstrate their generosity..

Moreover, Lexus has created partnerships with many corporations around the world to provide its customers with even more elevated experiences. Through these partnerships, Lexus drivers can enjoy special deals and discounts at hotels and restaurants and are granted exclusive access to private events and activities.

In Conclusion

Lexus’ combination of striking and innovative design, advanced technology, and exceptional customer service have helped it carve out a unique place in the luxury automobile market. These factors, combined with its commitment to sustainability, make Lexus arguably one of the most desirable luxury car brands on the market today.

Closing Thoughts on Toyota’s Hidden Luxury Gem

It’s amazing to think that Toyota has been keeping this hidden gem of a luxury brand under wraps for so long. Lexus has been around for over three decades and yet many people are still unaware of its existence. But now that the secret is out, we have another reason to appreciate Toyota’s commitment to excellence.

As we close this article, we’d like to thank you for taking the time to read about Toyota’s luxury brand. We hope that you’ve learned something new and interesting about Lexus. If you’re in the market for a new vehicle, we encourage you to check out what Lexus has to offer. And if you’re ever looking for more articles about cars and the automotive industry, be sure to visit us again in the future. Thanks for reading, and happy driving!


What is a luxury brand?

A luxury brand refers to a company or product that is associated with wealth, exclusivity, and high quality. Luxury brands often charge premium prices for their products and are known for their attention to detail and craftsmanship.

What makes Lexus a luxury brand?

Lexus is a luxury brand because it offers high-end features, materials, and performance in its vehicles. Lexus cars are known for their luxurious interiors, smooth rides, and advanced technology. Additionally, Lexus has a reputation for reliability, which is another hallmark of a luxury brand.

What is the history of Lexus?

Lexus was first introduced in 1989 as a division of Toyota. The first Lexus model was the LS 400, which was designed to compete with luxury brands like Mercedes-Benz and BMW. Since then, Lexus has expanded its lineup to include a range of sedans, SUVs, and hybrids.

Are Lexus cars expensive?

Lexus cars are generally more expensive than non-luxury models, but they are often priced similarly to other luxury brands. The cost of a Lexus depends on the model, features, and options selected. Additionally, Lexus has a reputation for reliability, which may justify the higher upfront cost for some consumers.

What sets Lexus apart from other luxury brands?

Some factors that set Lexus apart from other luxury brands include its focus on reliability, advanced technology, and customer service. Lexus cars are also known for their quiet and smooth rides, which can be a differentiating factor for consumers.

What are some popular Lexus models?

Some popular Lexus models include the ES sedan, the RX SUV, and the LS flagship sedan. The Lexus IS and NX models are also popular choices for consumers looking for a compact luxury car or SUV.

Are there any safety concerns with Lexus cars?

There have been a few safety concerns associated with certain Lexus models in the past, but the company has addressed these issues through recalls and improved safety features. Overall, Lexus has a good reputation for safety and offers many advanced safety features in its vehicles.

Where can I find a Lexus dealer?

You can find a Lexus dealer by visiting the Lexus website and using the dealer locator tool. Alternatively, you can search for Lexus dealerships in your area using online directories or by checking with your local car dealership.

How does Lexus compare to other luxury brands?

Lexus compares favorably to other luxury brands in terms of performance, reliability, and customer service. While it may not have the same level of prestige as some European luxury brands, Lexus has built a strong reputation for quality and innovation.

Do Lexus cars hold their value?

Lexus cars tend to hold their value well, thanks in part to their reputation for reliability. Additionally, Lexus offers many high-end features and technology in its vehicles, which can help maintain their value over time. However, like any car, the value of a Lexus will depend on factors like mileage, age, and condition.