In 1989 Toyota introduced its premium brand Lexus to the American market. That was more or less in response to Honda’s premium brands Acura and Nissan’s Infiniti. Due to agreements on import restrictions, it was more interesting for Japanese car manufacturers to mainly export premium models.
In 1983, Toyota’s CEO Eiji Toyoda challenged his people to develop the best car in the world. That became the F1, which eventually came on the market in 1989 as the first Lexus, the LS400. That car was of unprecedented quality, a characteristic that Lexus has always held high on the agenda. In 2005, Lexus introduced the RX400h, the brand’s first long-line luxury hybrid car.