Lexus arrived in the market in 1989 as the upmarket versionafter
concerns that the name Toyota would just not cut it with the American
upper-class consumers that they wanted to target as purchasers of
this sort of car. The first car lauched was the Lexus LS400, which
immediately appealed to the target market who bought instead of the
Mercedes and BMWs that they had be buying. The LS400 scooped numerous
awards and accolades including the influential Wheels magazine's Car
of the Year and the coverted No.1 position on