Lexus LS 400 Brand Development and Launch

The Lexus LS 400 was a pivotal model in the establishment of the Lexus brand, which was developed by Toyota. The development process for the LS 400 began in the early 1980s, with a significant investment exceeding $1 billion. This investment was aimed at creating a luxury vehicle that could compete with established European brands. The LS 400 was designed to offer a combination of performance, comfort, and advanced technology, which was not commonly found in vehicles from Japanese manufacturers at the time. The vehicle was officially launched and made available for sale in May 1989. Its introduction marked a strategic move by Toyota to enter the luxury car market, which had been dominated by European automakers. The LS 400 was well-received, achieving strong sales and helping to establish Lexus as a credible luxury brand in the automotive industry.