Toyota created the Lexus luxury brand, launched in the United States in 1989.
Lexus began as Toyota’s project to develop a premium marque for international markets. The first Lexus models, the LS 400 luxury sedan and ES 250, appeared in the United States in 1989. The LS 400 emphasized quietness, refinement, and engineering quality rather than simply sharing Toyota branding.
The brand’s name was selected during development after extensive naming work, and Lexus later expanded into SUVs, coupes, convertibles, hybrids, and performance-oriented F models. Lexus is operated by Toyota Motor Corporation, but its vehicles have their own design, marketing, dealer, and product identity in many markets. The brand helped intensify competition in the global luxury-car sector.