HAPPY 10th ANNIVERSARY LEXUS

Ten years ago this month Lexus was preparing to enter the US luxury car race. The big question was whether this unknown newcomer could compete against established German and American luxury marques. I mean, Toyota? They just make cheap, reliable cars right? Mini-cabs, etc. How wrong could we all have been?!

Now, 10 years later, Lexus is leading the race. For the first half of 1999, Lexus is the best-selling luxury car in the United States, outselling Mercedes-Benz, BMW, Lincoln, Cadillac and all other luxury competitors.

"At the outset we established two primary goals - offer the best products in the world and exceed customers' expectations. We've stuck by that philosophy and in the process we've exceeded everyone's expectations, including our own," said US Lexus Group Vice President and General Manager Bryan Bergsteinsson.

Lexus' debut came with the LS400 saloon, an obvious imitation of a Mercedes-Benz. However, from the moment it entered the market, the LS400 was hailed as one of the finest luxury cars on the market. Lexus quickly carved a niche for itself and, in 1993, became the No. 1 luxury import brand in the US. By the mid-90s, Lexus had become a household name and earned the reputation of selling bulletproof cars that were fully specified and setting new standards of customer satisfaction.

For the 1999 model year, Lexus launched the RX300, a car-based 4-wheel drive, which offers the commanding ride height and off-road functionality of an off-roader without sacrificing the Lexus image and appearance. The RX300 has become a runaway success, establishing an all-new segment in the market, prompting the US makers to follow suit. Lexus' US product line-up is continuing to grow, but for once Europe is ahead with the launch of the IS200 as the US version of the car is not scheduled to be launched until mid-2000.

In the UK, 1999 will be the third consecutive year of record Lexus sales and many of the lessons from America are being applied here. This is most apparent with the introduction of a new network of dedicated Lexus Centres across the country. They will offer UK customers the outstanding levels of customer service that have made Lexus number one in the US. If you had a Lexus, would you like to give it to mere Toyota mechanics?!

But can Lexus be the top luxury car brand in the UK in 10 years time? A decade ago few would have predicted that Lexus would be the current benchmark in the US. I'm sure that the establishment are just as worried about the next decade.

Designed & maintained by caint.com