There is a whole lot of brand equity invested in the Lexus logo, it is a well created impression that someone gets if they think about the car. No doubt what crosses their mind are words such as luxury, comfort and reliability.

The company was founded in 1983 as a division of Toyota - a Japanese car companies. The point of doing this was so that there would be a separate range of cars that are seen to be highly luxurious and something that is premium priced. The higher pricing was indicative of the status that comes with owning the car and so there were high expectations of the range when it was lunched. Interestingly, it was the United States market that was first introduced to Lexus and it only spread to Japan in 2005.

There is a good reason for the fact that Japan only got to experience Lexus much later than the United States. The main reasons is that until 2005 the company was not a separate entity and was still operating as a division under Toyota. In 2005 it was established as a new company and the Toyota corporation still has a large percentage of shares in Lexus.

Lexus has become synonymous with luxury, comfort, style as well as a fairly hefty price tag. The competitors that Lexus goes up against are companies BMW and Mercedes Benz. Whilst these are well established automobile manufacturers and have been around for a long time, Lexus has made a significant foot print in the automobile market and is in fact a keen competitor of both of these highly successful brands.

The range of cars that Lexus produces includes sedans, SUVs, convertibles and coupes. So no matter what style of car you are looking for, Lexus will be able to offer it to you.

Other than this, Lexus adds real value by ensuring that they offer great customer service and that all of their cars provide the highest standards of reliability. The success of this strategy is in evidence by the fact that the company has received a vote as the Most Reliable Brand no less than fourteen times. When you consider the fact that the United States is one of the markets that has such a lot of competition and consumers are spoilt for choice, then this is a great achievement.

Despite the fact that Lexus is recognised as a manufacturer of luxury cars, this does not mean that it is unable to take care of the environment at the same time. This is something that has come to the fore with the introduction of its hybrid cars to the market. The company's design team has done an incredible job. The fact that you can have a hybrid that is also rated as a performance car is fantastic and there are many happy drivers on the road as a result of the ingenuity of this team of people.

A hybrid is a car that has a combination of both electric and gasoline motors and is able to run on both. This combination leads to an increase in the amount of power the car produces, causes the car to be far more fuel efficient and most importantly, means that the emissions from the car are much lower than a car that runs on gasoline alone.

Lexus has made itself a brand to be reckoned with when it comes to offering cars that are comfortable, luxurious and environmentally friendly and all in the "Pursuit of Perfection.

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Article Submitted By: Andy Zain
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