Lexus Division Chronology

MILESTONES

August 1983 - Toyota Chairman Eiji Toyoda and other top management decide in a secret meeting that the time has come for Toyota to take the next step and create a top-level luxury car.

Fall 1984 - The "F1" project is well underway. "F1" is Toyota's code for flagship luxury car of the highest order. Shoiji Jimbo and Ichiro Suzuki head a large engineering team to develop this ultra-important new car.

May 1985 - Lexus conducts its first study of the American market with a team headed by Jimbo attending focus groups and interviewing dealers in major markets. A separate five-person team moves to Laguna Beach, Calif., to study lifestyles and integrate design concepts suited for American customers.

November 1987 - Saatchi and Saatchi, Toyota's advertising agency, creates a separate entity called "Team One" to handle Lexus advertising.

January 1988 - Lexus and the "L" logo are introduced at the Los Angeles Auto Show.

February 1988 - Lexus makes its Midwest debut at the Chicago Auto Show with artist renderings of the cars, a teaser video and general product information. Debuts in the South in Atlanta and New York in the East follow.

April 1988 - Lexis, a legal information network, files suit in New York challenging the use of the Lexus name.

May 1988 - After a demanding selection process, the first 80 Lexus dealerships are named.

August 1988 - Design plans for Lexus dealerships are unveiled. Lexus of Columbus in Ohio is the first Lexus dealership to break ground.

December 1988 - On Friday, Dec. 28 the New York lower appellate court rules Lexis does not have right to name. Monday, Dec. 31 Lexus earns a stay and can proceed until further notice.

January 1989 - The first Lexus production model, the LS 400, makes its American debut at the North American International Auto Show (NAIAS) in Detroit and the Los Angeles Auto Show.

January 1989 - J. Davis (Dave) Illingworth is named Lexus Group Vice President and General Manager.

March 1989 - Lawsuit with Lexis is resolved in favor of the auto manufacturer.

September 1989 - The first Lexus model, the LS 400, goes on sale to the public and is very well received. In the first month 2,919 LS 400's are sold.

December 1989 - Lexus initiates a special service campaign. Although aware of only one consumer contact regarding a cruise control malfunction and several complaints of stoplight housing distortion, Lexus elects to recall all 8,000 LS 400s sold to check items. Dealers contact owners individually and quickly make repairs. Rather than being viewed negatively, Lexus is credited with setting a new standard in personalized service.

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