For people who are interested in driving luxurious and high status cars, the Lexus was introduced, especially in the Middle East, and United States. Lexus was kept as a secret until its launch, from other automobile manufacturers. This car was supposed to be the most luxurious car to compete, and also to be the best in the global market and contend other well-known models like Chevrolet, Mercedes, BMW, Pontiac etc. The code name of the Lexus was kept secret from other manufacturers, and was called as F1 (flagship + No 1 vehicle).

The ultimate automobile was named as "Lexus". The name Lexus is a combination of the words "luxury" and "elegance", and this really suited this car. A Jewish family owns the leading advertising agencies of the world, Saatchi and Saatchi were employed by the Toyota Corporation to take care of the marketing of Lexus in 1986. All over the market of United States, Saatchi and Saatchi had quite a good rapport. The corporation also hired Lippincott and Margulies, to handle all branding aspects of Lexus.

Both these employed firms worked hand in hand to create options for the names of the car.

A long list of over two hundred was discussed and initially Alexis was chosen as the name of this new car. Alexis name quickly became the popular front choice. This name was also associated with the Alexis Carrington as a popular character of early 1980s, which was a primetime drama, and later it was morphed to Lexus. Another consideration claims that it is an acronym for "luxury exports".

Well-organised advertising agencies were contacted to form a specialised team to promote this new car. They were to hire and develop the sales and marketing of the car. Once it was to be launched, it was considered to handle the competitors of all the most luxury cars available in the market. It was considered appropriate to first launch in the market of United States and Middle East; as the wealth, and style is predominate in the life style displayed by the elites in these regions.

Before its launch, the brand name was approved from the Court of the United States. As in the United States market, a name already existed known as LexisNexis. The name thus was cleared from any objections, and challenges from United States market. The Lexus was thus marketed in the United States following the custom, and as the follow up Middle East market was also targeted, no sooner the new car was launched.

It attracted the eyes of the elites of the United States, and Middle East people. Particularly for Middle East, it proved to be the best runner for desert drive, and besides its looks, and facilities, it captured both the market of United States, and Middle East, it is also now popular in Europe as well.

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Article Submitted By: Danny Green
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