By the early 1980's, Toyota was already the number one automaker in Japan. Their incredible success in the coveted North American market meant that they finally had the funds to invest in interesting new projects. For years, engineers and marketing executives had toyed with the notion of doing something completely out of character. They wanted to create a new luxury brand. At the time, Toyota was one of the world's most popular manufacturers of economical vehicles. They had absolutely no experience with luxury cars. But what they did have was a stellar reputation, especially in North America. The project was thoroughly researched and later approved when it was discovered that US buyers were unexpectedly receptive to the idea. The first car sold under the Lexus name, the Lexus LS, was launched in 1989. With the help of a brilliantly devised and executed marketing campaign, the car became an instant hit. What are Lexus Prestige car sales? Now, more than twenty years later, Lexus is Japan's number one seller of luxury cars. The brand is offered in over seventy countries and remains a top seller in the North American market. In recent years, Lexus has invested heavily in growing markets in Southeast Asia and Latin America.
Because the European Luxury market is dominated by names like Mercedes-Benz and BMW, Lexus has never been a top seller in Europe. Although, recently established operational centres in Brussels and Belgium may spur future sales.
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