Lola
10 months ago
What is the story of Lexus? #trueStory #lexus
Before I tell you the true story, let's first discuss what many people believe.
Many believe the theory that Toyota wanted to expand the luxurious product. They had a problem though; People are not buying the Toyota car as a luxury option. So they had a board meeting to discuss what they should do to get the luxury product into the United States.
A lot of people said it's a pricing problem because of the pricing and stuff. But there was a young man who disagreed. He said the problem is not about the pricing, rather the real issue here is the branding.
So then, they decided that if they are going to give them more options, it's best to recreate the brand.
And then they ask, so what should we name it? They were like, what are we selling? It like a luxurious car (L).
Okay, what will we do with it? We will export it (EX). Where do we export it to? The U.S (US).
So, it's L for luxury, EX for export and US for U.S.
L-E-X-U-S Luxury export to the U.S
However, this theory has been discredited by the Japanese Lexus advertising Team. According to Team One interviews, the brand name has no specific meaning and simply denotes a luxurious and technological image.
The Lexus name is synonymous with creating amazing experiences of luxury. When the Lexus brand was founded in 1983, a team of engineers, designers & technicians were secretly given the ambitious task to build a luxury vehicle that outshines the world’s best, setting a new standard in automotive luxury. This task took 6 years to accomplish when the Lexus LS 400 first launched in 1989.
Lexus stands true to the original sentiment of its founding mission today. Reflecting the values required to continually reimagine automotive luxury and enrich vehicle owners with cutting-edge design and technology. Yet the origins of the Lexus brand are often misrepresented.
The brand Lexus combines the Latin “luxus” and the French “luxe” as symbols of elegance and sumptuousness, together with the Greek “lexicon” meaning language.
Now that you know the story of Lexus, tell me what you love about the brand in the comment section.
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