The Development of the Lexus LS 400
The history of the Lexus LS 400 began in 1983. At that time, Toyota’s chairman, Eiji Toyoda, challenged his employees to build a vehicle that would be superior to the world’s best cars. This ambitious project was labeled “Flagship One” or “F1.” The goal of the project was to lead to the creation of a new luxury brand operating under Toyota’s umbrella.
Midway through 1985, the development team travelled to the United States. Their objective was to conduct market research and determine precisely what wealthier American consumers desired. While this research was underway, other teams were conducting prototype testing in various locations, including the German autobahn, U.S. roads, and Tokyo streets.
The market research group quickly concluded that Toyota would require a separate brand and sales channel that was distinct from the regular company. Plans were subsequently made to establish a new network of dealerships across the United States to prepare for the arrival of the new series of luxury vehicles.
By late 1985, the new luxury car was taking shape. Initial designs featured a low-slung bonnet/hood and a narrow front profile, giving the vehicle a sports-car like appearance. This design subsequently morphed into a more upright, boxy appearance, complete with a more prominent grill and a two-tone body, by 1986.
Extensive work was also carried out on the interior specifications. Toyota’s designers and engineers evaluated 24 different kinds of wood and a number of different types of leather, ensuring the best interior combinations were offered for the new luxury car.
Simultaneously, work on developing the new high-end brand progressed. Toyota collaborated with advertising agency Saatchi Saatchi and image consulting firm Lippincott & Margulies to generate a list of prospective names. Vectre, Calibre, Chaparel, Verone, and Alexis were among the top choices. However, concerns were raised that the Alexis name was more applicable to people than to motor cars. Consequently, the name transitioned into Lexus, the luxury brand.
With the brand name settled upon, the new vehicle became known as the Lexus LS. Subsequent design revisions continued throughout the year, and in February 1987, the final concept was approved. After some further modifications, the final production design of the LS 400 was ready three months later.
Read the full guide: Lexus LS400 Buyers Guide
