Editing Lexus (section)

== History ==

=== 1980s: The F1 project ===
The Lexus brand was created around the same time as Japanese rivals [[Nissan]] and [[Honda]] developed their [[Infiniti]] and [[Acura]] premium brands. The Japanese government imposed [[voluntary export restraints]] for the U.S. market, so it was more profitable for Japanese automakers to export more expensive cars to the U.S.

In 1983, Toyota chairman [[Eiji Toyoda]] issued a challenge to build the world's best car.<ref name=m43>{{Harvard citation no brackets|May|2006|p=43}}</ref> The project, code-named F1 ("Flagship One")<ref>{{Harvard citation no brackets|May|2006|p=42}}</ref> developed the [[Lexus LS|Lexus LS 400]] to expand Toyota's product line in the premium segment.<ref name=pr>{{cite web|url=http://www.autolinedetroit.tv/autoline/watch.php?stream=927|title=How Lexus Was Successful in the U.S. (interview)|year=2006|format=WMV|last=Press|first=Jim|access-date=5 March 2006|publisher=Auto Line Detroit|archive-date=6 February 2006|archive-url=https://web.archive.org/web/20060206080335/http://www.autolinedetroit.tv/autoline/watch.php?stream=927|url-status=live}}</ref> The F1 project followed the [[Toyota Supra]] sports car and the premium [[Toyota Mark II]] models.<ref>{{Cite news |last=White |first=John |title=New Route for Japanese Cars: Luxury |newspaper=The Boston Globe |date=23 October 1989}}</ref> Both the Supra and Mark II were [[rear-wheel drive]] cars with a powerful [[Toyota M engine#7M-GE|7M-GE]] or [[Toyota M engine#7M-GTE|7M-GTE]] inline-six engine. The largest sedan Toyota built at the time was the limited-production, 1960s-vintage [[Toyota Century]], a domestic, hand-built limousine, and V8-powered model,<ref name=d6/> followed by the inline-six-engined [[Toyota Crown (S110)|Toyota Crown]] premium sedan.<ref name=d6>{{Harvard citation no brackets|Dawson|2004|pp=6–7, 63}}</ref><ref name=l16>{{Harvard citation no brackets|Long|2001|pp=16–21}}</ref> The Century was conservatively styled for the Japanese market and along with the Crown not slated for export after a restyle in 1982.<ref name=l16/> The F1 designers targeted their new sedan at international markets and began development on a new V8 engine.<ref name=d6/><ref name=l16/>

Japanese manufacturers exported more expensive models in the 1980s due to [[Voluntary Export Restraints|voluntary export restraints]] negotiated by the Japanese government and U.S. trade representatives that restricted mainstream car sales.<ref>{{Harvnb|Dawson|2004|pp=xix, 28}}</ref> In 1986, [[Honda]] launched its [[Acura]] marque in the U.S., influencing Toyota's plans for a luxury division.<ref name=d109>{{Harvnb|Dawson|2004|p=109}}</ref> The initial Acura model was an export version of the [[Honda Legend]], called the [[Acura Legend]], itself launched in Japan in 1985 as a rival to the [[Toyota Crown]], [[Nissan Cedric]]/[[Nissan Gloria|Gloria]] and [[Mazda Luce]].<ref>{{cite web|url=http://www.zakzak.co.jp/society/domestic/news/20100716/dms1007161623011-n2.htm |title=Honda's premium sedan, "Legend" |language=ja |work=Sankei Shimbun |date=16 July 2010 |access-date=31 January 2011 |url-status=dead |archive-url=https://web.archive.org/web/20100723233902/http://www.zakzak.co.jp/society/domestic/news/20100716/dms1007161623011-n2.htm |archive-date=23 July 2010}}</ref> In 1987, [[Nissan Motor Co., Ltd.|Nissan]] unveiled its plans for a premium brand, [[Infiniti]],<ref name=d72>{{Harvnb|Dawson|2004|pp=72, 88, 116}}</ref> and revised its [[Nissan President]] sedan in standard wheelbase form for export as the [[Infiniti Q45]], which it launched in 1990.<ref>{{cite web|url=http://gazoo.com/meishakan/meisha/shousai.asp?R_ID=5498&ex_spec=shousai |title=Profile: 1990 Nissan President |language=ja |publisher=Gazoo |access-date=31 January 2011 |year=2011 |url-status=dead |archive-url=https://web.archive.org/web/20040811183017/http://gazoo.com/meishakan/meisha/shousai.asp?R_ID=5498&ex_spec=shousai |archive-date=11 August 2004}}</ref> [[Mazda]] began selling the Luce as the [[Mazda 929]] in North America in 1988 and later began plans to develop an upscale marque to be called [[Amati Cars|Amati]], but its plans did not come to fruition.<ref name=d72/>

Toyota researchers visited the U.S. in May 1985 to conduct [[focus group]]s and [[market research]] on luxury consumers.<ref name=d35>{{Harvnb|Dawson|2004|pp=35, 41}}</ref> During that time, several F1 designers rented a home in [[Laguna Beach, California]], to observe the lifestyles and tastes of [[American upper class]] consumers.<ref name=d35/> Meanwhile, F1 engineering teams conducted prototype testing on locations ranging from the German [[autobahn]] to U.S. roads.<ref name=ed>{{cite web|url=http://www.edmunds.com/lexus/|title=Edmunds.com Lexus Overview|publisher=Edmunds.com|access-date=23 May 2011|archive-date=24 December 2020|archive-url=https://web.archive.org/web/20201224032742/https://www.edmunds.com/lexus/|url-status=live}}</ref> Toyota's market research concluded that a separate [[brand name|brand]] and sales channel were needed to present its new sedan, and plans were made to develop a new network of dealerships in the U.S. market.<ref>{{Harvnb|Morgan|Liker|2006|p=121}}</ref>

==== Brand development ====
In 1986, Toyota's longtime advertising agency [[Saatchi & Saatchi]] formed a specialized unit, [[Team One (advertising agency)|Team One]], to handle marketing for the new brand.<ref name=d109/> Image consulting firm [[Lippincott (brand consultancy)|Lippincott & Margulies]] was hired to develop a list of 219 prospective names; Vectre, Verone, Chaparel, Calibre and Alexis were chosen as top candidates.<ref name=m57>{{Harvnb|Mahler|2004|pp=56–57}}</ref> While Alexis quickly became the front runner, concerns were raised that the name applied to people more than cars (being associated with the [[Alexis Carrington]] character on the popular 1980s prime time drama [[Dynasty (1981 TV series)|''Dynasty'']]).<ref name=m57/><ref name=d111/> As a result, the first letter was removed and the "i" replaced with a "u" to morph the name to Lexus.<ref name=d111>{{Harvnb|Dawson|2004|pp=111}}</ref>

[[File:Lexus LS 400 UCF10 I.jpg|thumb|1989 [[Lexus LS (XF10)|LS 400]] sedan was the first Lexus model.|alt=Front quarter view of a sedan parked on a street.]]

Theories of the etymology of the Lexus name have suggested it is the combination of the words "luxury" and "elegance",<ref name=flex>{{cite news|url=https://www.forbes.com/facesinthenews/2005/07/26/toyota-lexus-autos-cx_cn_0726autofacescan02.html|title=Watanabe's Toyota Rolls Out Lexus In Japan|date=26 July 2005|work=Forbes|last=Noon|first=Chris|access-date=5 June 2008|archive-date=28 July 2005|archive-url=https://web.archive.org/web/20050728025304/http://www.forbes.com/facesinthenews/2005/07/26/toyota-lexus-autos-cx_cn_0726autofacescan02.html|url-status=dead}}</ref> and that it is an acronym for "luxury exports to the U.S."<ref name=flex/> According to Team One interviews, the brand name has no specific meaning and simply evokes a luxurious and technological image.<ref name=m57/> Prior to the release of the first vehicles, database service [[LexisNexis]] obtained a temporary [[injunction]] forbidding the name Lexus from being used because it might cause product confusion.<ref name=d130>{{Harvnb|Dawson|2004|pp=128–30}}</ref> The injunction threatened to delay the division's launch and marketing efforts.<ref name=d130/> The [[U.S. appeals court]] lifted the injunction, deciding that there was little likelihood of confusion between the two products.<ref name=d130/>

The original Lexus slogan, developed after Team One representatives visited Lexus designers in Japan and noted an obsessive attention to detail, became "The Relentless Pursuit of Perfection."<ref>{{Harvnb|Dawson|2004|pp=113–14}}</ref> Three firms were involved in the final phase of logo development: Saatchi & Saatchi, Molly Designs and Hunter/Korobkin, Inc.<ref>{{cite web|url=http://www.mollydesigns.com/history.html|title=Molly Designs history, Lexus logo design|publisher=Molly Designs|archive-url=https://web.archive.org/web/20080611081501/http://www.mollydesigns.com/history.html |archive-date=11 June 2008}}</ref> The finished logo was a combination of two firms' final designs: the Lexus logo typeface came from Saatchi & Saatchi and the "L" was Hunter/Korobkin, Inc.'s design. According to Toyota, the automaker made some refinements so the logo would be easier to manufacture, rendering it using a mathematical formula.<ref>{{cite web|url=https://huntercommunications.com/success-stories/lexus-logo|title=Symbol of Excellence|website=Hunter Communications|access-date=10 July 2019|archive-date=11 July 2019|archive-url=https://web.archive.org/web/20190711031344/https://huntercommunications.com/success-stories/lexus-logo|url-status=live}}</ref><ref name=m57/> The first teaser ads featuring the Lexus name and logo appeared at the Chicago, Los Angeles and New York auto shows in 1988.<ref>{{Harvnb|Dawson|2004|p=115}}</ref>

==== Launch ====
The F1 project was completed in 1989, involving 60 designers, 24 engineering teams, 1,400 engineers, 2,300 technicians, 220 support workers, approximately 450 prototypes and more than $1 billion in costs.<ref>{{Harvnb|Dawson|2004|p=24}}</ref> The resulting car, the Lexus LS 400, had a design that shared no major elements with previous Toyota vehicles, with a new 4.0 L [[V8 engine|V8]] [[Four-stroke cycle|gasoline engine]] and [[rear-wheel drive]].<ref>{{Harvnb|Dawson|2004|pp=xxi, 69}}</ref><ref name=m31>{{Harvnb|Mahler|2004|p=31}}</ref> The car debuted in January 1989 at the [[North American International Auto Show#1989|North American International Auto Show]] in Detroit<ref name=d72/> and official sales of the vehicle began the following September at a network of 81 new Lexus dealerships in the U.S.<ref>{{Harvnb|May|2006|p=47}}</ref> The LS 400 was sold along with the smaller [[Lexus ES|ES 250]], a [[Rebadging|rebadged]] version of the Japanese market [[Toyota Camry#V20|Toyota Camry Prominent/Toyota Vista]].<ref name=ed/> The launch of Lexus was accompanied by a multimillion-dollar advertising campaign.<ref name=d118>{{Harvnb|Dawson|2004|pp=117–18}}</ref>

[[File:Lexus SC 400 1991.jpg|thumb|left|1991 [[Lexus SC (Z30)|SC 400]] was the third Lexus model and first coupe.|alt=Front quarter view of a coupe.]]

The LS 400 was praised for its quietness, well-appointed and [[ergonomic]] interior, engine performance, build [[Quality (business)|quality]], [[aerodynamics]], [[Fuel economy in automobiles|fuel economy]] and value.<ref name=ed/><ref name=d68>{{Harvnb|Dawson|2004|pp=68–76}}</ref> However, it was criticized by some automobile columnists for derivative styling and a [[suspension (vehicle)|suspension]] regarded as too compromising of handling for ride comfort.<ref name=ed/><ref name=autogenerated2>{{Harvnb|Dawson|2004|pp=72–6}}</ref> In some markets it was priced against mid-size, six-cylinder [[Mercedes-Benz]] and [[BMW]] models.<ref name=com>{{cite web|url=http://www.edmunds.com/insideline/do/Features/articleId=115368 |title=Lexus LS 400, LS 430 and LS 460 Generations: Setting the Standard in the Most Comfortable Way Possible |access-date=8 July 2010 |publisher=Edmunds.com |date=13 March 2003 |archive-url=https://web.archive.org/web/20080705230718/http://www.edmunds.com/insideline/do/Features/articleId%3D115368 |archive-date=5 July 2008 |url-status=dead}}</ref> It was rated by ''[[Car and Driver]]'' magazine as better than the higher-priced Mercedes-Benz [[Mercedes-Benz W126|420 SEL]] and BMW [[BMW E32|735i]] in terms of ride, handling and performance.<ref name=zen>{{cite web|url=http://www.time.com/time/magazine/article/0,9171,971153-1,00.html|title=New Kid on The Dock|date=17 September 1990|access-date=29 April 2007|last=Gwynne|first=S.C.|work=Time Magazine|archive-date=13 October 2007|archive-url=https://web.archive.org/web/20071013114639/http://www.time.com/time/magazine/article/0,9171,971153-1,00.html|url-status=dead}}</ref> The LS 400 also won [[Lexus LS awards list|motoring awards]] from automotive publications including ''[[Automobile Magazine]]'' and ''[[Wheels Magazine]]''.<ref>Davis, David E. 1990 All-Stars, ''Automobile Magazine.'' (1990-01).</ref><ref>{{cite web|url=http://www.wheelsmag.com.au/wheels/site/articleIDs/C40CA2CB6C8577F1CA257285001E7302?open&template=domWheels|archive-url=https://web.archive.org/web/20070927115318/http://www.wheelsmag.com.au/wheels/site/articleIDs/C40CA2CB6C8577F1CA257285001E7302?open&template=domWheels|url-status=dead|archive-date=27 September 2007|title=Wheels' COTY the real McCoy|last=Gable|first=Chris|work=Wheels Magazine|date=4 December 2006|access-date=15 May 2007}}</ref> Lexus quickly established customer loyalty and its debut was generally regarded as a shock to existing luxury marques. BMW's and Mercedes-Benz's U.S. sales figures dropped 29 percent and 19 percent, respectively, with BMW executives accusing Lexus of [[Dumping (pricing policy)|dumping]] in that market, while 35 percent of Lexus buyers traded in a Lincoln or Cadillac.<ref name=zen/>

In December 1989, Lexus initiated a voluntary recall of all 8,000 LS 400s based upon two customer complaints over defective [[wiring]] and an overheated [[brake light]].<ref name=zen/> A 20-day operation to replace the parts on affected vehicles included technicians to pick up, repair and return cars to customers free of charge, and also flying personnel and renting garage space for owners in remote locations.<ref name=zen/> This response was covered in media publications and helped establish the marque's early reputation for [[customer service]].<ref>{{cite web |url=https://www.autonews.com/article/20060327/SUB/60322012/how-a-recall-earned-lexus-a-top-reputation |title=How a recall earned Lexus a top reputation |first1=Chris |last1=Denove |first2=James |last2=Power |work=Automotive News |location=US |date=27 March 2006 |access-date=19 February 2009 |archive-date=27 May 2021 |archive-url=https://web.archive.org/web/20210527001953/https://www.autonews.com/article/20060327/SUB/60322012/how-a-recall-earned-lexus-a-top-reputation |url-status=live }}</ref><ref>{{Harvnb|Long|2001|pp=38–39}}</ref>

By the end of 1989, a total of 16,392 LS 400 and ES 250 sedans were sold in the four months following the U.S. launch.<ref>{{Harvnb|Long|2001|p=36}}</ref> Although sales had begun at a slower pace than expected, the final tally matched the division's target of 16,000 units for that year.<ref name=dw125>{{Harvnb|Dawson|2004|pp=125, 141}}</ref> Following initial models, plans called for the addition of a sports coupe along with a redesigned ES sedan.<ref name=dw141/>

===1990s: Growth and expansion===
[[File:Lexus.RX.300.jpg|thumb|1998 [[Lexus RX (XU10)|RX 300]], first Lexus crossover SUV|alt=Front quarter view of an SUV.]]
In 1990, during its first full year of sales, Lexus sold 63,594 LS 400 and ES 250 sedans in the U.S.,<ref name=d139>{{Harvnb|Dawson|2004|pp=139–41}}</ref> the majority being the LS model.<ref name=d139/> That year, Lexus also began limited exports to the United Kingdom, Switzerland, Canada and Australia.<ref name=ed/><ref>{{Harvnb|Long|2001|pp=41–42}}</ref> In 1991, Lexus launched its first sports coupe, the [[Lexus SC|SC 400]], which shared the LS 400s V8 engine and rear-wheel drive design.<ref name=dw141/> This was followed by the second generation [[Lexus ES (XV10)|ES 300]] sedan, which succeeded the ES 250 and became Lexus' top seller.<ref name=dw141>{{Harvnb|Dawson|2004|pp=141–46}}</ref> At the conclusion of 1991, Lexus had become the top-selling premium car import in the U.S.,<ref name=msntl>{{cite web|url=http://autos.msn.com/browse/Lexus.aspx|title=Overview: The Lexus Story|year=2008|publisher=MSN Autos|access-date=25 December 2008|archive-url=https://web.archive.org/web/20081209104808/http://autos.msn.com/browse/Lexus.aspx|archive-date=9 December 2008|url-status=dead}}</ref><ref name="Long 2001, p. 51">{{Harvnb|Long|2001|p=51}}</ref> with sales reaching 71,206 vehicles.<ref name=d139/> That year, Lexus ranked highest in [[J.D. Power and Associates]]' studies on initial vehicle quality, customer satisfaction and sales satisfaction for the first time.<ref>{{Harvnb|Dawson|2004|p=75}}</ref> The marque also began increasing U.S. model prices past those of comparable American premium makes, but still below high-end European models.<ref name="Long 2001, p. 51"/> By 1992, the LS 400's base price had risen 18 percent.<ref>{{Harvnb|Long|2001|p=57}}</ref>

In 1993, Lexus launched the mid-size [[Lexus GS|GS 300]] sports sedan, based on the Toyota Aristo using the [[List of Toyota platforms#S|Toyota "S" platform]] from the [[Toyota Crown (S140)|Toyota Crown]], which had sold for two years prior in Japan.<ref name=dw141/> The GS 300 was priced below the LS 400 in the marque's lineup.<ref>{{Harvnb|Long|2001|p=73}}</ref> That same year, Lexus became one of the first marques to debut a [[certified pre-owned]] program, with the aim of improving trade-in model values.<ref>{{Harvnb|Dawson|2004|p=149}}</ref> The marque introduced the second generation LS 400 in 1994.<ref>{{Harvnb|Long|2001|p=89}}</ref> In May 1995, sales were threatened by the U.S. government's proposal of 100 percent [[tariff]]s on upscale Japanese cars in response to the widening U.S.-Japan [[trade deficit]].<ref name=tar>{{cite news |url=https://www.autonews.com/article/20071029/ANA03/710290340/bold-moves-halt-tariff-stalemate-save-lexus-brand |title=Bold moves halt tariff stalemate, save Lexus brand |first=James |last=Treece |work=Automotive News |location=US |date=29 October 2007 |access-date=2 February 2009 |archive-date=3 August 2020 |archive-url=https://web.archive.org/web/20200803090816/https://www.autonews.com/article/20071029/ANA03/710290340/bold-moves-halt-tariff-stalemate-save-lexus-brand |url-status=live }}</ref> SUVs were exempt from the proposed sanctions.<ref name=d160>{{Harvnb|Dawson|2004|pp=160–61}}</ref> Normal sales operations resumed by late 1995 when the Japanese auto manufacturers collectively agreed to greater American investments and the tariffs were not enacted.<ref name=tar/>

[[File:1996-1999 Lexus ES 300 (MCV20R) LXS sedan (2011-10-25) 01a.jpg|thumb|left|[[Lexus ES (XV20)|ES 300]] was the best-selling Lexus sedan in the 1990s.|alt=Front quarter view of a sedan.]]
In 1996, Lexus debuted its first sport utility vehicle, the [[Lexus LX|LX 450]],<ref>{{Harvnb|Long|2001|pp=105–07}}</ref> followed by the third generation ES 300 sedan, and the second generation GS 300 and GS 400 sedans in 1997. The marque's plans for developing an SUV model had accelerated during the U.S.-Japan tariff discussions of 1995.<ref name=d160/> Lexus added the first luxury-branded [[crossover SUV]], the [[Lexus RX|RX 300]] in 1998. The RX crossover targeted [[suburban]] buyers who desired an upmarket SUV but did not need the LX's off-road capability.<ref name=d172/> It was particularly successful, eventually becoming the marque's top-selling model ahead of the ES sedan.<ref name=d172>{{Harvnb|Dawson|2004|pp=171–72}}</ref> The same year, Lexus made its debut in South America's most populous country when it launched sales in Brazil.<ref>{{cite web|url=http://www.estadao.com.br/suplementos/not_sup342035,0.htm|archive-url=https://archive.today/20120730212042/http://www.estadao.com.br/suplementos/not_sup342035,0.htm|url-status=dead|archive-date=30 July 2012|title=Em busca de notoriedade|work=Estadao|language=pt|access-date=8 June 2009|date=20 March 2009}}</ref><ref>{{cite web|url=http://diariodonordeste.globo.com/2000/03/19/050002.htm |title=Tecnologia é destaque no Lexus ES 300 |work=Diário do Nordeste |access-date=8 June 2009 |language=pt |date=19 March 2000 |url-status=dead |archive-url=https://web.archive.org/web/20110728075351/http://diariodonordeste.globo.com/2000/03/19/050002.htm |archive-date=28 July 2011}}</ref> In 1999, the [[Lexus IS|IS]] was introduced, an entry-level sport sedan. Lexus also recorded its 1 millionth vehicle sold in the U.S. market,<ref name=msntl/> being ranked as the top-selling premium car maker in the U.S. overall.<ref name=d172/>
{{clear}}

=== 2000s: Global reorganization ===
[[File:Lexus RX 400h front.JPG|thumb|right|2004 [[Lexus RX (XU30)|RX 400h]], first hybrid version of Lexus' best-selling vehicle|alt=Front quarter view of an SUV parked next to a beach.]]
In July 2000, Lexus introduced the [[Lexus IS|IS]] 300 in North America, following global launch in 1999 (as the IS 200) and the third generation LS 430. In 2001, the first convertible was introduced, as well as the SC 430 and a redesigned ES 300.<ref>Mahler 204, pp. 27, 196.</ref> The GX 470 mid-size SUV debuted in 2002, followed by the second generation RX 330 in 2003.<ref>{{Harvnb|Dawson|2004|p=189}}</ref> The following year, Lexus recorded its 2 millionth U.S. vehicle sale,<ref>{{cite web|url=http://wardsdealer.com/ar/auto_millionth_lexus_customer/|title=2-Millionth Lexus Customer|quote=RX 330 owner Steven Sandman, trip winner|date=1 June 2004|work=Ward's Dealer|access-date=25 September 2009|archive-url=https://web.archive.org/web/20110719225107/http://wardsdealer.com/ar/auto_millionth_lexus_customer/|archive-date=19 July 2011|url-status=dead}}</ref><ref>{{Harvnb|Dawson|2004|p=xxiv}}</ref> and the first luxury-branded production hybrid SUV, the [[Lexus RX (XU30)|RX 400h]].<ref name=hy>{{cite news|url=http://www.dailynews.com/search/ci_3076458|archive-url=https://archive.today/20130102123509/http://www.dailynews.com/search/ci_3076458|url-status=dead|archive-date=2 January 2013|title=Lexus introduces first luxury hybrid SUV|date=26 October 2005|agency=Associated Press|last=Job|first=Ann|access-date=21 June 2008}}</ref> This vehicle used Toyota's [[Hybrid Synergy Drive]] system that combined gasoline and electric motors.<ref name=hyh>{{cite web|url=http://www.businessweek.com/autos/content/mar2006/bw20060308_999129.htm |title=Hybrid Heaven in a Lexus |last=Petersen |first=Thane |work=BusinessWeek |date=8 March 2006 |access-date=6 May 2007 |url-status=dead |archive-url=https://web.archive.org/web/20070614045352/http://www.businessweek.com/autos/content/mar2006/bw20060308_999129.htm |archive-date=14 June 2007}}</ref>

In 2005, Lexus completed an organizational separation from parent company Toyota,<ref name=lown>{{cite web|url=http://www.autofieldguide.com/articles/090601.html |title=Lexus Comes Into Its Own |publisher=Automotive Design & Production |last=Vasilash |first=Gary |year=2006 |access-date=6 May 2007 |url-status=dead |archive-url=https://web.archive.org/web/20070926230046/http://www.autofieldguide.com/articles/090601.html |archive-date=26 September 2007}}</ref> with dedicated design, engineering, training, and manufacturing centers working exclusively for the division.<ref>{{Harvnb|Dawson|2004|pp=199–200}}</ref><ref name=ain>{{cite news|url=http://www.findarticles.com/p/articles/mi_m3012/is_11_183/ai_110404995 |publisher=Automotive Industries |title=The pursuit of higher sales: new Lexus managing officer |date=November 2003 |access-date=6 May 2007 |url-status=dead |archive-url=https://web.archive.org/web/20070503195249/http://findarticles.com/p/articles/mi_m3012/is_11_183/ai_110404995 |archive-date=3 May 2007}}</ref> This effort coincided with Lexus' launch in its home market of Japan and an expanded global launch of the brand in markets such as China.<ref name=ain/><ref>{{cite web|url=http://auto.qq.com/a/20050303/000011.htm |title=Lexus luxury to expand market in China|date=3 March 2005|work=Xinmin News|access-date=20 September 2010|language=zh |archive-url= https://web.archive.org/web/20050308234010/http://auto.qq.com/a/20050303/000011.htm |archive-date=8 March 2005}}</ref> Executives aimed to increase Lexus sales outside of its largest market in the U.S.<ref name=ain/><ref name=nk>{{cite web|url=http://www.nni.nikkei.co.jp/AC/TNKS/Nni20080226D26JFF01.htm |title=Lexus to increase production capacity by 35% |date=26 February 2008 |publisher=Nikkei Business Daily |access-date=27 February 2008 |url-status=dead |archive-url=https://web.archive.org/web/20131227051448/http://www.nni.nikkei.co.jp/AC/TNKS/Nni20080226D26JFF01.htm |archive-date=27 December 2013}}</ref> To accompany this expansion, next generation Lexus vehicles were redesigned as "global models" for international release.<ref>{{Harvnb|Dawson|2004|p=210}}</ref> In the European market, where Lexus had long faced struggling sales owing to low brand recognition, few dedicated dealerships, and 1990s [[import quota]]s,<ref>{{Harvnb|Dawson|2004|pp=194–195}}</ref><ref>{{cite news |url=http://www.leftlanenews.com/lexus-magic-fails-to-capture-europeans.html |title=Lexus Magic Fails to Capture Europeans |first=Nick |last=Aziz |website=Left Lane News |date=23 November 2005 |access-date=31 May 2010 |archive-date=22 December 2017 |archive-url=https://web.archive.org/web/20171222220202/http://www.leftlanenews.com/lexus-magic-fails-to-capture-europeans.html |url-status=live }}</ref> the marque announced plans to introduce hybrid and diesel powertrains,<ref>{{cite news|url=http://news.bbc.co.uk/2/hi/business/4309743.stm|title=Toyota targets Europe's urban youth|date=1 March 2005|work=BBC News|last=Madslien|first=Jorn|access-date=21 June 2008|archive-date=3 August 2020|archive-url=https://web.archive.org/web/20200803040317/http://news.bbc.co.uk/2/hi/business/4309743.stm|url-status=live}}</ref> increase the number of Lexus dealerships, and expand operations in emerging markets such as Russia.<ref>{{cite web|url=http://b-ru.com/economics/general/170-sales-results-foreign-cars-russia-2007/|archive-url=https://web.archive.org/web/20110707202658/http://b-ru.com/economics/general/170-sales-results-foreign-cars-russia-2007/ |archive-date=7 July 2011|title=Sales' results of foreign cars in Russia in 2007 |date=15 January 2008|publisher=InvestExp|access-date=30 September 2008}} Source Association of European Business in Russian Federation</ref><ref name=emerging>{{cite web|url=http://blogs.motortrend.com/lexus-is-f-plus-jim-chris-farley-1114.html|title=Lexus IS F, Plus Jim & Chris Farley|date=27 September 2007|work=Motor Trend|last=St. Antoine|first=Arthur|access-date=29 July 2011|archive-date=7 August 2011|archive-url=https://web.archive.org/web/20110807103236/http://blogs.motortrend.com/lexus-is-f-plus-jim-chris-farley-1114.html|url-status=live}}</ref>

[[File:Lexus IS250 silver.jpg|thumb|left|2006 [[Lexus IS]], second generation with F marque variant in 2007|alt=Front quarter view of a sedan.]]

Lexus' arrival in the Japanese market in July 2005 marked the first introduction of a Japanese premium car marque in the domestic market.<ref name=cbs>{{cite news |title=Toyota Opens Lexus Dealerships in Japan |work=CBS News |date=30 August 2005 }}</ref> New generation LS, IS, ES, GS, and RX models subsequently became available in Japan along with the SC 430, ending domestic sales of Toyota-branded models under the Celsior, Altezza, Windom, Aristo, Harrier, and Soarer nameplates, respectively. The Altezza and Aristo were previously exclusive to Japanese Toyota retail sales channels called [[Toyota Vista Store]], the Windom was exclusive to Toyota Corolla Store, the Celsior and Harrier were exclusive to Toyopet Store, and the Soarer was previously available at both Toyota Store and Toyopet Store locations.<ref name=d193>{{Harvnb|Dawson|2004|pp=192–93}}</ref><ref name=nihon/> Lexus models sold in Japan featured higher specifications and a price premium compared with their discontinued Toyota counterparts.<ref name=d193/> Sales for the first half-year were slower than expected,<ref name=LexJP>{{cite web|url=http://www.businessweek.com/autos/content/feb2006/bw20060215_597701.htm |title=Lexus Sales Sputter at Home |work=BusinessWeek |last=Rowley |first=Ian |date=15 February 2006 |access-date=6 May 2007 |url-status=dead |archive-url=https://web.archive.org/web/20071013125737/http://businessweek.com/autos/content/feb2006/bw20060215_597701.htm |archive-date=13 October 2007}}</ref> affected by the contraction of the domestic auto market and price increases,<ref name=ljp/> but improved in subsequent months with an expanded lineup.<ref name=ljp>{{cite web|url=http://wardsdealer.com/latest/lexus_progressing_japan/|title=Lexus Slowly Progressing in Japan|last1=Schreffler|first1=Roger|last2=Chrysler|first2=Mack|date=28 December 2007|access-date=18 April 2007|publisher=Ward's Dealer Business|archive-url=https://web.archive.org/web/20070926234421/http://wardsdealer.com/latest/lexus_progressing_japan/|archive-date=26 September 2007|url-status=dead}}</ref><ref>{{cite web|url=http://www.greencarcongress.com/2009/08/hs250h-triple-20090808.html|title=Toyota to Nearly Triple Production of Lexus HS 250h Hybrid by October|work=Green Car Congress|access-date=25 September 2009|date=8 August 2009|archive-date=23 December 2017|archive-url=https://web.archive.org/web/20171223042630/http://www.greencarcongress.com/2009/08/hs250h-triple-20090808.html|url-status=live}}</ref>

Through the mid-2000s, Lexus experienced sales successes in South Korea and Taiwan, becoming the top-selling import make in both markets in 2005;<ref>"Toyota's Lexus Remains Best-Selling Foreign Car in Korea". ''The Korea Times''. 2007-01-05. Retrieved on 2007-01-07.<!--times.hankooki.com/lpage/biz/200701/kt2007010514232811910.htm--></ref><ref>{{cite web|url=http://cens.com/cens/html/en/news/news_inner_3938.html|title=Lexus #1 Luxury Import in Taiwan|date=19 January 2006|publisher=Taiwan Economic News|access-date=6 May 2007|archive-date=8 October 2007|archive-url=https://web.archive.org/web/20071008073946/http://cens.com/cens/html/en/news/news_inner_3938.html|url-status=live}}</ref> the marque also sold well in the Middle East, where it ranked first or second among rivals in multiple countries,<ref name=furutani/> and in Australia, where Lexus reached third in luxury car sales in 2006.<ref>{{cite web|url=http://www.drive.com.au/Editorial/ArticleDetail.aspx?ArticleID=57554 |title=Convertible Lexus to take on the Germans |work=Sydney Morning Herald |access-date=20 May 2009 |last=Blackburn |first=Richard |url-status=dead |archive-url=https://web.archive.org/web/20120306021314/http://www.drive.com.au/Editorial/ArticleDetail.aspx?ArticleID=57554 |archive-date=6 March 2012 }}</ref><ref>"Australia Vehicle Sales – 2006 YTD". Driving Australia. 2006–12. <!--fcai.com.au/sales.php/2006/12/sales.html. -->Retrieved on 2007-05-06.</ref> Division executives in 2006 announced an expansion goal from 68 countries to 76 worldwide by 2010.<ref name=lexglobal>{{cite news|url=http://jp.reuters.com/article/topNews/idJPJAPAN-27671120070831|title=Lexus targets expansion to 76 countries by 2010|work=Reuters|language=ja|date=31 August 2007|access-date=2 February 2009|archive-date=29 June 2013|archive-url=https://web.archive.org/web/20130629010951/http://jp.reuters.com/article/topNews/idJPJAPAN-27671120070831|url-status=live}}</ref> By the end of the decade, this expansion resulted in official launches in Malaysia and South Africa in 2006,<ref>{{cite news|url=http://news-business.vlex.com/vid/lexus-launched-in-malaysia-77734791|title=Lexus launched in Malaysia|date=1 January 2007|publisher=Malaysian Business|last=Razif|first=Muhd|access-date=3 April 2012|archive-date=5 February 2016|archive-url=https://web.archive.org/web/20160205165324/http://news-business.vlex.com/vid/lexus-launched-in-malaysia-77734791|url-status=live}}</ref><ref name=za>{{cite web|url=http://www.bizcommunity.com/Article/196/140/18890.html|title=Clever marketing boosts Lexus sales|publisher=BizCommunity.com|access-date=20 February 2009|date=16 October 2007|archive-date=7 July 2018|archive-url=https://web.archive.org/web/20180707201852/http://www.bizcommunity.com/Article/196/140/18890.html|url-status=live}}</ref> Indonesia in 2007,<ref>"Toyota Indonesia plans to introduce Lexus vehicles". Reuters. 2007-02-21.<!--asia.news.yahoo.com/060221/3/2g5ps.html --> Retrieved on 2008-06-21.</ref> Chile in 2008,<ref name=chile>{{cite web|url=http://diario.elmercurio.cl/detalle/index.asp?id={008baab8-a618-44cd-a5ff-0ecdef6f3502}|title=Lexus en Chile ya es oficial |work=El Mercurio|access-date=4 May 2009|date=29 March 2008|first=Alejandro|last=Manríquez|language=pt}}</ref><ref name=LexusChile>{{cite web|url=http://www.latercera.com/contenido/665_120257_9.shtml|archive-url=https://web.archive.org/web/20110720135908/http://www.latercera.com/contenido/665_120257_9.shtml|url-status=dead|archive-date=20 July 2011|title=Lexus: Año uno en Chile|work=La Tercera|access-date=4 May 2009|date=18 April 2009|language=pt}}</ref> and the Philippines in 2009.<ref name="lexusmanila">Mendoza, Al (2009-01-22). "Lexus unleashed in historic glory". ''Business Mirror.''<!--businessmirror.com.ph/index.php?option=com_content&view=article&id=4977:lexus-unleashed-in-historic-glory&catid=39:motoring&Itemid=72.--> Retrieved on 2009-02-02.</ref>
{{clear}}

====Hybrids and F models====

In 2006, Lexus began sales of the [[GS 450h]], a [[V6 engine|V6]] hybrid performance sedan,<ref>{{cite web|url=http://www.businessweek.com/autos/content/sep2006/bw20060912_991505.htm?chan=search |title=2007 Lexus GS 450h |date=13 September 2006 |work=BusinessWeek |last=Peterson |first=Thane |access-date=21 June 2008 |url-status=dead |archive-url=https://web.archive.org/web/20081206011133/http://www.businessweek.com/autos/content/sep2006/bw20060912_991505.htm?chan=search |archive-date=6 December 2008}}</ref> and launched the fourth generation [[Lexus LS (XF40)|LS line]], comprising both standard- and long-[[wheelbase]] V8 (LS 460 and LS 460 L) and hybrid (LS 600h and LS 600h L) versions.<ref>{{cite news|url=https://www.thestar.com/comment/columnists/article/126053 |title=Quiet crown contender |date=17 September 2006 |work=The Star |last=Tojiagic |first=Mark |access-date=21 June 2008 |location=Toronto |url-status=dead |archive-url=https://web.archive.org/web/20101125225943/http://www.thestar.com/comment/columnists/article/126053 |archive-date=25 November 2010}}</ref> The fifth generation ES 350 also debuted in the same year. The LS 600h L subsequently went on sale as the most expensive sedan ever produced in Japan.<ref name=ult>{{cite web|url= http://www.nextautos.com/countriesmarkets/japan/lexus-ls600hl-to-displace-toyota-century-as-japans-priciest-auto |title=Japan Report: Lexus LS600hl To Displace Toyota Century As Japan's Priciest Auto|date=8 May 2007|work=Winding Road|access-date=1 October 2007|archive-date=10 May 2009|archive-url= https://web.archive.org/web/20090510122900/http://www.nextautos.com/countriesmarkets/japan/lexus-ls600hl-to-displace-toyota-century-as-japans-priciest-auto}}</ref> By the end of 2006, Lexus' annual sales had reached 475,000 vehicles worldwide.<ref name=global/> In January 2007, Lexus announced a new [[Lexus#F marque|F marque]] performance division, which would produce racing-inspired versions of its performance models. The IS F, made its debut at the [[North American International Auto Show#2007|2007 North American International Auto Show]],<ref name=F>{{cite web|url=http://www.thecarconnection.com/autoshownews/1010188_lexus-confirms-f-performance-cars|archive-url=https://archive.today/20130111101613/http://www.thecarconnection.com/autoshownews/1010188_lexus-confirms-f-performance-cars|url-status=dead|archive-date=11 January 2013|title=Lexus Confirms "F" Performance Cars|date=11 December 2006|publisher=The Car Connection|last=Padgett|first=Marty|access-date=6 May 2007}}</ref> accompanied by a concept car, the [[Lexus LF|LF-A]].

[[File:Tino Rossini's Reviews - 025 - 2010 Lexus GS450h.jpg|thumb|2006 [[Lexus GS (S190)|GS 450h]], first rear-wheel-drive hybrid|alt=Front quarter view of a sedan.]]

In October 2007, Lexus entered the [[SEMA (association)|Specialty Equipment Market Association]] show in the U.S. for the first time with the IS F, and announced its [[Lexus F#F Sport|F-Sport]] performance trim level and factory-sanctioned accessory line.<ref name="Ramsey">{{cite web|url=http://www.autoblog.com/2007/10/31/sema-2007-lexus-f-sport-performance-accessories/|title=SEMA 2007: Lexus F-Sport performance accessories|date=31 October 2007|publisher=Autoblog.com|last=Ramsey|first=Jonathan|access-date=21 June 2008|archive-date=20 November 2020|archive-url=https://web.archive.org/web/20201120151956/https://www.autoblog.com/2007/10/31/sema-2007-lexus-f-sport-performance-accessories/|url-status=live}}</ref> Increased emphasis on sporty models was an effort to target rivals from Mercedes-Benz's [[Mercedes-AMG|AMG]] and BMW's [[BMW M|M]] divisions.<ref name=F/><ref>{{cite web|url=http://www.businesscar.co.uk/story.asp?storyCode=1182|title=Lexus ISF proves Japanese brand can do sporty|date=16 March 2007|publisher=BusinessCar|access-date=1 October 2007|archive-date=1 August 2012|archive-url=https://web.archive.org/web/20120801095156/http://www.businesscar.co.uk/story.asp?storyCode=1182|url-status=live}}</ref> Models such as the SC 400 and GS 400 had received favorable reactions from sport luxury buyers,<ref>{{Harvnb|Dawson|2004|pp=141–47, 163–65}}</ref> most Lexus models had been characterized as favoring comfort over sporty road feel and handling, compared with European rivals.<ref name=motorweek>{{cite web|url=http://www.mpt.org/motorweek/reviews/rt2621a.shtml |title=Motorweek Lexus LS 460 test drive |year=2007 |access-date=29 July 2011 |work=MotorWeek |url-status=dead |archive-url=https://web.archive.org/web/20110702123038/http://www.mpt.org/motorweek/reviews/rt2621a.shtml |archive-date=2 July 2011}}</ref> By the end of 2007, Lexus annual worldwide sales had surpassed 500,000 vehicles,<ref>{{cite web|url=http://www.autoblog.com/2006/09/19/lexus-targets-500-000-units-for-2007/|title=Lexus targets 500,000 units for 2007|publisher=Autoblog.com|last=Waterman|first=Stuart|date=19 September 2006|access-date=6 May 2007|archive-date=28 September 2007|archive-url=https://web.archive.org/web/20070928100821/http://www.autoblog.com/2006/09/19/lexus-targets-500-000-units-for-2007/|url-status=live}}</ref> and the marque ranked as the top-selling premium import in China for the first time.<ref>{{cite web|url=http://www.gasgoo.com/autobiz/3393/Lexus-knocks-out-Mercedes-in-China-s-high-end-car-market.html |title=Lexus knocks out Mercedes in China's high-end car market |date=24 September 2007 |publisher=Global Auto Sourcing |last=Jiu |first=Joanne |access-date=28 September 2007 |url-status=dead |archive-url=https://web.archive.org/web/20071013071327/http://gasgoo.com/autobiz/3393/Lexus-knocks-out-Mercedes-in-China-s-high-end-car-market.html |archive-date=13 October 2007}}</ref> The largest sales markets in order of size for 2007 were the U.S., Japan, the UK, China, Canada, and Russia.<ref name=global>Tierney, Christine (2007-08-07). "Lexus aims to conquer globe with luxury sales". ''Detroit News''. <!-- http://www.detnews.com/apps/pbcs.dll/article?AID=/20070908/AUTO01/105280001. --> Retrieved 2007-09-28.</ref><ref name=07s>{{cite web|url=http://www.businessweek.com/lifestyle/content/feb2008/bw20080222_305511.htm |title=The Top Dogs of the Automotive Pack |date=22 February 2008 |last=Henry |first=Jim |work=BusinessWeek |access-date=25 December 2008 |url-status=dead |archive-url=https://web.archive.org/web/20081012004238/http://www.businessweek.com/lifestyle/content/feb2008/bw20080222_305511.htm |archive-date=12 October 2008}}</ref>

In 2008, amidst the [[late-2000s recession]] and a weakened world car market, global sales fell 16 percent to 435,000,<ref name="gazoo"><!-- https://gazoo.com/NEWS/NewsDetail.aspx?NewsId=7ba4ecf2-5277-4b43-9485-0012ebfda71e -->"2009 Lexus sales" (in Japanese). Gazoo/レクサス. 2009. Retrieved 2009-04-22.</ref><ref name=luxs>{{cite news|url=https://www.wsj.com/articles/SB122782355321662353?mod=googlenews_wsj|title=Luxury Cars Sit As Both Money, Mood Slip Away|date=28 November 2008|work=The Wall Street Journal|last=Linebaugh|first=Kate|access-date=8 December 2008|archive-date=3 August 2020|archive-url=https://web.archive.org/web/20200803050514/https://www.wsj.com/articles/SB122782355321662353?mod=googlenews_wsj|url-status=live}}</ref><ref name=08l>{{cite web|url=https://www.bloomberg.com/apps/news?pid=20601100&sid=aE7P22QvyOuI|title=BMW, Mercedes, Lexus Car Sales May Drop to 13-Year Low in U.S.|date=9 January 2009|publisher=Bloomberg|last1=Green|first1=Jeff|last2=Ramsey|first2=Mike|access-date=11 January 2009}}</ref> with declines in markets such as the U.S. and Europe where deliveries fell by 21 percent and 27.5 percent, respectively.<ref name=08s>{{cite web|url=http://www.autonews.com/assets/PDF/CA5945419.PDF|title=U.S. car and light-truck sales by make – 12 months 2008|work=Automotive News|access-date=20 March 2009|year=2009|archive-date=3 March 2016|archive-url=https://web.archive.org/web/20160303201629/http://www.autonews.com/assets/PDF/CA5945419.PDF|url-status=live}}</ref><ref>{{cite web|url=http://www.acea.be/index.php/news/news_detail/passenger_cars_european_market_posts_fifteen_year_low_in_2008_78|title=ACEA Passenger Cars – European Market Posts Fifteen Year Low|publisher=ACEA|access-date=4 August 2008|archive-date=29 June 2017|archive-url=https://web.archive.org/web/20170629131713/http://www.acea.be/news/news_detail/passenger_cars_european_market_posts_fifteen_year_low_in_2008_78|url-status=dead}}</ref> In 2009, the marque launched the [[Lexus HS|HS 250h]],<ref name=hs>{{cite web|url=http://autos.canada.com/2009detroit1/story.html?id=ab0a6063-8d73-4391-8821-0d3da7eae485&p=1 |title=Full details on Hybrid Lexus HS 250h |publisher=Driving.ca |date=11 January 2009 |access-date=18 July 2009 |url-status=dead |archive-url=https://web.archive.org/web/20090315113810/http://autos.canada.com/2009detroit1/story.html?id=ab0a6063-8d73-4391-8821-0d3da7eae485&p=1 |archive-date=15 March 2009}}</ref> a dedicated hybrid sedan for North America and Japan, the [[Lexus RX (AL10)|RX 450h]], the second generation hybrid SUV replacing the earlier RX 400h, and later that year debuted the {{USD|375,000}} production [[Lexus LFA|LFA]] exotic coupe.<ref name=bwl>{{cite web|url=http://www.businessweek.com/autos/autobeat/archives/2009/10/introducing_the_1.html |title=Lexus launches $375k LFA |work=BusinessWeek |access-date=23 October 2009 |last=Rowley |first=Ian |date=21 October 2009 |url-status=dead |archive-url=https://web.archive.org/web/20091024031038/http://www.businessweek.com/autos/autobeat/archives/2009/10/introducing_the_1.html |archive-date=24 October 2009}}</ref> In late 2009, citing higher sales of hybrid models over their petrol counterparts,<ref name=ukh/><ref>{{cite news |last=Hughes |first=Steve |date=6 October 2006 |title=Successful Mix |newspaper=Daily Record }}</ref> Lexus announced plans to become a hybrid-only marque in Europe.<ref name=euh>{{cite web|url=http://www.motortrader.com/industry-news/car-dealer-news/29338-lexus-network-set-for-overhaul-as-brand-goes-hybrid-only.html |title=Lexus network set for overhaul as brand goes hybrid-only |publisher=Motortrader |access-date=25 September 2009 |date=18 September 2009 |url-status=dead |archive-url=https://web.archive.org/web/20090923105020/http://www.motortrader.com/industry-news/car-dealer-news/29338-lexus-network-set-for-overhaul-as-brand-goes-hybrid-only.html |archive-date=23 September 2009}}</ref> By the end of the decade, Lexus ranked as the fourth-largest premium car make in the world by volume,<ref name=sales/> and was the number one selling premium car marque in the U.S. for 10 consecutive years.<ref name=08l/><ref name=sales>{{cite news |last=van Loon |first=Jeremy |date=4 May 2007 |title=BMW Luxury Lead Threatened by Lexus, Stagnant Margins |work=Bloomberg }}</ref><ref name=09s>{{cite web|url=https://www.bloomberg.com/apps/news?pid=20601100&sid=a2txYe.J5ma8|title=Toyota's Lexus Holds Off BMW, Keeps Luxury Lead for 10th Year|publisher=Bloomberg|access-date=15 May 2010|last=Ramsey|first=Mike|date=5 January 2010}}</ref>

=== 2010s–2020s: Recent developments ===
[[File:Lexus LFA Yellow Las Vegas Speedway.jpg|thumb|left|2012 [[Lexus LFA]]|alt=Front quarter view of a coupe.]]

In 2010, Lexus underwent a gradual sales recovery in North America and Asia as the marque focused on adding hybrids and new model derivatives.<ref name=furutani>Lewis, Georgia (2009-11-04). "Lexus 'resets its compass' to cope with new global economic realities". The National. <!-- http://www.thenational.ae/apps/pbcs.dll/article?AID=/20091107/MOTORING/711069952/0/national. --> Retrieved 2010-07-08.</ref> Sales in the U.S. held steady despite the [[2009–2010 Toyota vehicle recalls]], several of which included Lexus models.<ref name=nyt/> The ES 350 and certain IS models were affected by a recall for potentially jamming [[2009–2010 Toyota vehicle recalls#Floor mat recall|floor mats]],<ref name=nyt>{{cite news|url=https://www.nytimes.com/2010/03/12/business/12lexus.html?partner=rss&emc=rss|title=Lexus, a Toyota Brand, Avoids Taint From Recalls|work=[[The New York Times]]|last=Bunkley|first=Nick|access-date=11 March 2010|date=11 March 2010|archive-date=27 December 2020|archive-url=https://web.archive.org/web/20201227074339/https://www.nytimes.com/2010/03/12/business/12lexus.html?partner=rss&emc=rss|url-status=live}}</ref> while parent company Toyota bore the brunt of negative publicity amid investigations over its series of product recalls and problem rates per-vehicle.<ref name=nyt/><ref name=uia>{{cite web|url=https://www.npr.org/templates/story/story.php?storyId=124276771&ps=rs|title=Unintended Acceleration Not Limited To Toyotas|publisher=NPR|date=3 March 2010|access-date=3 March 2010|archive-date=22 December 2018|archive-url=https://web.archive.org/web/20181222210217/https://www.npr.org/templates/story/story.php?storyId=124276771|url-status=live}}</ref> The redesigned [[Lexus GX (J150)|GX 460]] was also voluntarily recalled in April 2010 for a [[Patch (computing)|software update]], one week after ''[[Consumer Reports]]'' issued a recommendation not to buy the SUV, citing a possible rollover risk following the slow [[Electronic stability control|stability control]] response to a high-speed emergency turn.<ref name=ngx>{{cite news|url=https://www.wsj.com/articles/SB10001424052748704302304575214173486672294?mod=WSJ_auto_IndustryCollection|title=Toyota Resumes Sales of Lexus GX 460|work=The Wall Street Journal|access-date=1 May 2010|last=Linebaugh|first=Kate|date=29 April 2010|archive-date=23 December 2017|archive-url=https://web.archive.org/web/20171223042809/https://www.wsj.com/articles/SB10001424052748704302304575214173486672294?mod=WSJ_auto_IndustryCollection|url-status=live}}</ref> Although the publication knew of no reported incidents, the GX 460 received updated stability control software.<ref name=ngx/>

In late 2010 and early 2011, Lexus began sales of the [[Lexus CT|CT 200h]], a compact four-door hybrid [[hatchback]] designed for Europe, in multiple markets.<ref name=ct>{{cite web|url=http://www.autoguide.com/auto-news/2010/02/lexus-ct200h-officially-revealed-with-worldwide-sales-to-begin-in-2010.html|title=Lexus CT200h Officially Revealed With Worldwide Sales to Begin This Year|publisher=Autoguide.com|access-date=19 March 2010|last=Wood|first=Colum|date=26 February 2010|archive-date=22 September 2020|archive-url=https://web.archive.org/web/20200922055028/https://www.autoguide.com/auto-news/2010/02/lexus-ct200h-officially-revealed-with-worldwide-sales-to-begin-in-2010.html|url-status=live}}</ref><ref>{{cite web|url=http://green.autoblog.com/2010/03/05/lexus-ct-200h-making-u-s-debut-at-new-york-auto-show/|title=Lexus CT 200h making U.S. debut at New York Auto Show|publisher=Autoblog Green|access-date=19 March 2010|last=Abuelsamid|first=Sam|archive-date=8 March 2010|archive-url=https://web.archive.org/web/20100308171655/http://green.autoblog.com/2010/03/05/lexus-ct-200h-making-u-s-debut-at-new-york-auto-show|url-status=dead}}</ref> Sales of lower-displacement regional models were also expanded, beginning with the ES 240 in China followed by the RX 270; Japan, Russia, and Taiwan were among markets which received model variants intended for reduced emissions or import taxes.<ref>{{cite web|url=http://tw.autos.yahoo.com/auto_information_article2/url/d/a/100303/4/37rk.html|archive-url=https://archive.today/20120715090439/http://tw.autos.yahoo.com/auto_information_article2/url/d/a/100303/4/37rk.html|url-status=dead|archive-date=15 July 2012|title=Lexus RX 270 Launched|work=Yahoo! Taiwan|access-date=1 October 2010|date=August 2010|language=zh}}</ref><ref>{{cite web|url=http://www.automotiveworld.com/news/powertrain/83508-japan-lexus-reveals-four-cylinder-rx-270|title=Lexus reveals four-cylinder RX 270|work=Automotive World|access-date=1 October 2010|last=Brooks|first=Glenn|date=26 August 2010|archive-date=2 March 2012|archive-url=https://web.archive.org/web/20120302164754/http://www.automotiveworld.com/news/powertrain/83508-japan-lexus-reveals-four-cylinder-rx-270|url-status=live}}</ref> In March 2011, the [[2011 Tōhoku earthquake and tsunami|Tōhoku earthquake and tsunami]] caused severe disruption to Lexus' Japan-based production lines, hindering the marque's near-term sales prospects.<ref name=qk>{{cite web|url=http://www.autonews.com/apps/pbcs.dll/article?AID=/20110425/RETAIL07/304259921/1292|archive-url=https://archive.today/20130121001958/http://www.autonews.com/apps/pbcs.dll/article?AID=/20110425/RETAIL07/304259921/1292|url-status=dead|archive-date=21 January 2013|title=Lexus: Quake will end luxury sales leadership|work=Automotive News|date=25 April 2011|last=Rechtin|first=Mark|access-date=5 May 2011}}</ref> Lexus' U.S. executives stated that due to vehicle shortages amidst close competition from BMW, Mercedes-Benz, and [[Audi]], the marque would not remain the country's top-selling premium car brand.<ref name=qk/>

[[File:Lexus CT 200h Japan 2011 front.jpg|thumb|2010 [[Lexus CT|CT 200h]], first Lexus hatchback|alt=Front quarter view of a hatchback.]]

Cumulative sales results for 2011 indicated a 14 percent sales drop in the U.S. market,<ref name=us11>{{cite web|url=http://www.marketwatch.com/story/toyota-reports-december-2011-and-year-end-sales-2012-01-04 |title=Toyota Reports December 2011 and Year-End Sales |publisher=MarketWatch |date=4 January 2012 |access-date=10 January 2012 |url-status=dead |archive-url=https://web.archive.org/web/20120112031459/http://www.marketwatch.com/story/toyota-reports-december-2011-and-year-end-sales-2012-01-04 |archive-date=12 January 2012}}</ref> along with sales increases of 40 percent and 27 percent in Europe and Japan respectively,<ref name=eu11>{{cite web|url=http://www.toyota.eu/about/pages/newsdetails.aspx?prid=706&prs=Corporate&prrm=pressrelease|title=Toyota Motor Europe posts year-on-year sales increase despite supply disruptions|publisher=Toyota Motor Europe|date=January 2012|access-date=10 January 2012|archive-date=3 August 2020|archive-url=https://web.archive.org/web/20200803025629/https://www.toyota-europe.com/|url-status=live}}</ref><ref name=jp11>{{cite web |url= http://www.jada.or.jp/contents/data/brand/gaikyo/201112.php |archive-url= https://archive.today/20121219111408/http://www.jada.or.jp/contents/data/brand/gaikyo/201112.php |url-status= dead |archive-date=19 December 2012 |language=ja|title=Number of units of cars sold|publisher=Japan Automobile Dealers Association|date=5 January 2012|access-date=10 January 2012}}</ref> for a global sales total of 410,000 units.<ref name=asiapac/> Lexus' streak of 11 consecutive years as the best-selling luxury marque in the U.S. ended that year, with the title going to BMW followed by Mercedes-Benz.<ref name=predator>{{cite news |url=https://www.nytimes.com/2012/05/13/automobiles/autoreviews/action-oriented-sedan-with-a-predatory-spirit.html?pagewanted=print |title=Action-Oriented Sedan With a Predatory Spirit |date=11 May 2012 |access-date=21 May 2012 |work=The New York Times |first=Lawrence |last=Ulrich |archive-date=21 July 2018 |archive-url=https://web.archive.org/web/20180721192135/https://www.nytimes.com/2012/05/13/automobiles/autoreviews/action-oriented-sedan-with-a-predatory-spirit.html?pagewanted=print |url-status=live }}</ref> While 45 percent of Lexus sales in the U.S. in 2011 relied upon the RX luxury crossover SUV, rival Mercedes-Benz's best-selling offering was the E-Class mid-luxury sedan, which commands considerably higher prices.<ref name="big picture">{{cite web |url=http://www.motortrend.com/features/editorial/1111_the_big_picture_saving_lexus/ |title=The Big Picture: Saving Lexus – Toyota's luxury brand needs an overhaul |first=Angus |last=MacKenzie |date=November 2011 |access-date=14 October 2012 |work=Motor Trend |archive-date=16 October 2015 |archive-url=https://web.archive.org/web/20151016004925/http://www.motortrend.com/features/editorial/1111_the_big_picture_saving_lexus/ |url-status=live }}</ref> Subsequently, Toyota chairman [[Akio Toyoda]] vowed to restore passion to the marque and further increase its organizational independence, admitting that "...back then we did not regard Lexus as a brand, but as a distribution channel". As a result of Toyoda's organizational changes, Lexus senior managers report directly to the chairman for the first time in the marque's history.<ref name=predator/><ref name="big picture"/>

In January 2012, the marque began sales of the fourth generation GS line, including GS 350 and GS 450h variants, as well as a lower-displacement GS 250 model for select markets.<ref>{{cite web|url=http://smh.drive.com.au/motor-news/cars-of-2012-luxury-cars-20111223-1p7uj.html|title=New luxury cars due in 2012|date=23 December 2011|work=Sydney Morning Herald|access-date=10 January 2012|url-status=dead|archive-url=https://web.archive.org/web/20120110120259/http://smh.drive.com.au/motor-news/cars-of-2012-luxury-cars-20111223-1p7uj.html|archive-date=10 January 2012}}</ref> In April 2012, the sixth generation ES line, including ES 350 and ES 300h variants, debuted at the [[New York International Auto Show#2012|New York International Auto Show]].<ref name=2013es>{{cite web|url=http://rumors.automobilemag.com/new-york-2012-lexus-reveals-2013-es-new-hybrid-variant-120697.html |title=New York 2012: Lexus Reveals 2013 ES, New Hybrid Variant |work=Automobile Magazine |date=4 April 2012 |access-date=9 April 2012 |url-status=dead |archive-url=https://web.archive.org/web/20120407045225/http://rumors.automobilemag.com/new-york-2012-lexus-reveals-2013-es-new-hybrid-variant-120697.html |archive-date=7 April 2012}}</ref>

[[File: Lexus LS 600h front.JPG |thumb|left|The [[Lexus LS (XF40)|fourth-generation LS]]’ production of eleven years made it the longest running single-generation Lexus.]]

In April 2014, Lexus unveiled the five-seater NX crossover. The vehicle features a very first for a Lexus vehicle: a turbocharger. Its nomenclature is denoted as the 200t. In August 2014, Toyota announced it would be cutting its Lexus spare parts prices in China by up to 35 percent. The company admitted the move was in response to a probe foreshadowed earlier in the month by China's [[National Development and Reform Commission]] of Lexus spare parts policies, as part of an industry-wide investigation into what the Chinese regulator considers exorbitantly high prices being charged by automakers for spare parts and after-sales servicing.<ref name="ToyotaChina">{{cite news |title=Anti-trust probe forces Toyota to cut auto spare parts prices in China |url=http://www.asiapacificstar.com/index.php/sid/224972433 |date=21 August 2014 |access-date=22 August 2014 |publisher=Asia Pacific Star |archive-date=26 August 2014 |archive-url=https://web.archive.org/web/20140826120735/http://www.asiapacificstar.com/index.php/sid/224972433 |url-status=live }}</ref>

In March 2016, Lexus announced that it will be producing a new flagship vehicle: the two-door LC 500. The vehicle will be produced for late 2017 in a V8 version putting out 467 horsepower. The LC 500h, a V6 hybrid variant, could potentially become available in late 2017 or early 2018.

In April 2019, Lexus announced that a rebadged [[limousine]] version of the third-generation [[Toyota Alphard]] would be sold as the [[Lexus LM]].<ref>{{cite news |url=https://www.autoindustriya.com/auto-industry-news/2019-lexus-lm-takes-toyota-s-alphard-from-business-to-first-class.html |title=2020 Lexus LM upgrades Toyota Alphard from Business to First class |first=Jose |last=Altoveros |work=Auto News |location=The Philippines |date=16 April 2019 |access-date=1 May 2019 |archive-date=20 September 2020 |archive-url=https://web.archive.org/web/20200920135522/https://www.autoindustriya.com/auto-industry-news/2019-lexus-lm-takes-toyota-s-alphard-from-business-to-first-class.html |url-status=live }}</ref> It was also announced that Lexus would finally enter the market in Mexico in 2021 with some of the vehicles in their lineup.<ref>{{cite news |url=https://lexusenthusiast.com/2019/04/26/lexus-to-open-dealerships-in-mexico/ |title=Lexus to Open Dealerships in Mexico |work=Lexus Enthusiast |location=US |date=26 April 2019 |access-date=23 February 2020 |archive-date=17 August 2020 |archive-url=https://web.archive.org/web/20200817160426/https://lexusenthusiast.com/2019/04/26/lexus-to-open-dealerships-in-mexico/ |url-status=live }}</ref> In October 2019, Lexus announced that it will be launching the brand's first all-battery [[electric vehicle]] in 2020, which is the [[Lexus UX 300e|UX 300e]].<ref>{{Cite news|url=https://www.reuters.com/article/us-autoshow-tokyo-lexus-idUSKBN1X20FX|title=Toyota's luxury Lexus brand plans battery EV launch in 2020|date=23 October 2019|work=Reuters|access-date=23 October 2019|language=en|archive-date=3 August 2020|archive-url=https://web.archive.org/web/20200803065133/https://www.reuters.com/article/us-autoshow-tokyo-lexus-idUSKBN1X20FX|url-status=live}}</ref><ref name="300ereview2">{{cite web |last=Torr |first=Feann |date=2019-11-22 |title=Lexus UX 300e 2020 Review |url=https://www.carsales.com.au/editorial/details/lexus-ux-300e-2020-review-121753/ |access-date=2020-01-23 |publisher=carsales |location=Australia}}</ref> In June 2023, Lexus introduced its first vehicle in the B-segment, the [[Lexus LBX|LBX]], which went on sale in Europe, Japan, Australia and Southeast Asia.<ref>{{Cite news |last=Adrian |first=Padeanu |date=2023-06-05 |title=Lexus LBX Debuts As Small Luxury Crossover With 134 Hybrid Horsepower |url=https://www.motor1.com/news/670481/2024-lexus-lbx-debut-specs/ |access-date=2023-06-05 |website=Motor1.com |location=US}}</ref><ref>{{Cite news |last=Martin |first=Charlie |date=2023-08-10 |title=New Lexus LBX priced from £29,995 in the UK |url=https://www.autocar.co.uk/car-news/new-cars/new-lexus-lbx-priced-%C2%A329995-uk |access-date=2023-08-10 |website=Autocar |location=UK}}</ref><ref>{{Cite news |last=Ciferri |first=Luca |date=2023-06-05 |title=Lexus LBX small crossover focuses on European buyers |url=https://europe.autonews.com/cars-concepts/lexus-lbx-small-crossover-challenge-audi-mini |access-date=2023-06-24 |work=Automotive News |location=Europe}}</ref>
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