"The desire for perfection" and to appear in the World market with most luxurious car model, this prompted the Chairman of Toyota to manufacture, and make a luxurious automobile in 1983. The development of the Lexus was kept secret from other car manufacturers, and it was to be a sudden surprise to all other car manufacturers particularly the market of United States and Middle East, where public prefer to ride a prestigious, and luxurious cars.
This car was supposed to be the most luxurious car to compete, and also to be the best in the global market and contend other well-known models like Chevrolet, Mercedes, BMW, Pontiac etc.
F1 was the secret code word given to Lexus, before it was manufactured, so that it remains disclosed from the competitors. The word stands for flagship + No. 1 vehicle. The name Lexus, meaning luxury and elegance, was placed for this amazing creation, once it completed all procedures.
In 1986, Toyota signed an advertising contract with the most famous marketing agency known as Saatchi & Saatchi, owned and formed by a Jewish family, which had its hold in United States market and the most famous consulting firm of the world Lippincott & Margulies famous for handling the brands. They worked out a long list to name the car.
Out of a long list of over two hundred suggestions, the name Alexis sounded quite fascinating, and solid to everyone. It stood out amongst all, and also had a reference with the famous personality of 1980s, Alexis Carrington. This character was quite famous and popular through a drama series. The name eventually was changed in to Lexus, which also was another name for luxury items, therefore was the perfect choice. In order to advertise and promote Lexus, many A- list-advertising agencies were asked to pitch in, and help in employing a sales team of top class professionals. Since the idea was to enter in to the competition of elite class, and take over the market. United States and Middle East were chosen to be the initial launching zones for this car, since most of the elite class target market, which prefer luxury, comes from this region.
Although the name LexisNexis already existed in the market, a legal process of court was conducted, who allowed the manufactures of Lexus to use the name. Once the legal procedures were completed, the brand was set to launch. Prior to the launch, the marketing campaign for Lexus began in the United States, and following this was also promoted in the Middle East market. After creating a buzz in both markets, it was launched successfully, and became a popular demand amongst all top class people.
Before its launch, the brand name was approved from the Court of the United States. As in the United States market, a name already existed known as LexisNexis. The name thus was cleared from any objections, and challenges from United States market. The Lexus was thus marketed in the United States following the custom, and as the follow up Middle East market was also targeted, no sooner the new car was launched. It attracted the eyes of the elites of the United States, and Middle East people. Particularly for Middle East, it proved to be the best runner for desert drive, and besides its looks, and facilities, it captured both the market of United States, and Middle East, it is also now popular in Europe as well.
Author Resource:
Danny Green is a car specialist. Detailed information about the Lexus IS 250c is availiable. Why not book a test drive now at his recommended website at http://www.lexus.co.uk .
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