Together with Toyota, Lexus is a pioneer in the field of hybrid cars which use the Lexus Hybrid Drive. The car manufacturer takes great pains to be environmentally friendly.
Eiji Toyota, nephew of the founder of the car manufacturer Toyota, wanted to create a luxury car which could compete with the best of the best. This project was given the internal name Flagship and developers carefully monitored the behaviour of their potential future customers from a rented flat in Laguna Beach, California because they were targeting affluent buyers. The first mass-produced car bearing the name Lexus LS400 was born in July 1985.
The car was immediately accepted by the elite and at the time of its launch on the market, sales of luxury cars such as Mercedes-Benz and BMW fell. Other models such as the ES 250 or the SC 400 coupé were also very successful.
The second generation of the ES model even became the best-selling non-European premium sedan in the USA and remained so for almost the whole of the 90s. Lexus is also the best-selling luxury car brand in the USA today. In 2005, the Lexus brand flooded the Asian, European, Australian and South-American market.
Kylie Minogue, Ben Affleck and other famous people have been faces of the Lexus brand, the only manufacturer to be able to boast a comprehensive range of hybrid cars, the latest model of which bears the name IS 300h.