Toyota It is a brand that has received global recognition for years for reliability, durability and affordable prices with the cars it produces.

Toyota’s move into the American market perhaps opened the door to a completely different era, and the story we’ll tell now is Toyota. Lexus He took the first steps towards the birth of his brand.

When the Japanese car giant Toyota could not get the attention it wanted in America in the early 1980s, it started looking for alternative ways.

The main reason Toyota didn’t get the attention it expected was because American consumers was that he preferred luxury vehicles.

This is what Toyota has become synonymous with By breaking the perception of ‘reliable and affordable’ He started thinking about how to open a new page in the luxury segment.

At that time, Honda and Nissan focused on the American market with their Acura and Infiniti brands a great success he had achieved.

Although Toyota remains reliable in the eyes of consumers, Meets expectations in the luxury segment He wanted to make an instrument.

But the biggest problem here wasn’t the price, it was the perception. For this reason they decided to change their brand, and not their vehicle!

Instead of waiting for Toyota to remain Toyota and gain acceptance in the luxury segment to create a new brand They decided.

With this strategy, which paved the way for the creation of Toyota’s critically acclaimed new brand, the Toyota team will evoke the concept of luxury in the minds of consumers. will be identified with confidence, elegance and prestige aimed at creating a brand identity.

And based on the idea that the vehicles will eventually be exported to America, it is a combination of the words ‘Luxury’ (luxury), ‘EXport’ (export) and ‘USA’ (United States). The brand called Lexus was born.

This strategy, which underpinned the birth of Lexus, demonstrated the power of redefining consumer perception of a brand and was a great success.

Lexus doubts Toyota’s success in the luxury segment broken within a short time and has managed to become a brand that dreams of car enthusiasts all over the world.

In summary, the birth of Lexus the right marketing strategy and a well-thought-out brand identity It shows that these are the key points for a brand’s success.

Our other content that may interest you: