Few believed Toyota could pull it off back in 1989 when the Lexus LS was launched.
It was at the 1988 LA Auto Show where Lexus was first introduced to a skeptical audience. For the first time ever, a Japanese automaker was giving it a sincere go at luxury. Toyota felt it was ready to take on the likes of the Mercedes-Benz and BMW in the hot-selling US luxury car market. Few believed Toyota could build a better luxury car, and in 1989, the Lexus LS sedan was launched.
It immediately caused concern for its German rivals. Just 10 years later, Lexus became the best-selling luxury brand in the US. It really is quite the success story, and XCAR has put together a video showcasing the history of Lexus and how it became a luxury game changer.