Lexus

Lexus was launched by Toyota in 1989 following a secret project codenamed F1 — Toyota's ambition to build the world's finest luxury car. The development programme, which took five years, 450 engineers and 2.2 million miles of testing, resulted in the LS 400 which immediately outclassed the established German competition at its price point. Lexus launched simultaneously in the USA alongside Infiniti, creating the defining moment of Japanese luxury motoring. The name was chosen from a shortlist developed by an advertising agency — it suggested luxury, elegance and precision.