Toyota Readies Lexus for Japan Launch

"Japanese are even more picky about service," commented Sasazu.

Toyota's Japanese division incorporates other complexities, however, which

Toyota sells home market products that share styling with current Lexus products, such as the full-size Toyota Celsior sedan, which is nothing more than a retagged Lexus LS 430. (Photo: Toyota Canada)

make it particularly challenging for bringing the Lexus nameplate to market. For instance, Toyota sells home market products that share styling with current Lexus products, such as the full-size Toyota Celsior sedan, which is nothing more than a retagged Lexus LS 430. The Lexus IS 300 is sold as a Toyota Altezza in Japan, and ES 330 as the Toyota Windom, while the top-range SC 300/430 is dubbed the Soarer. The GX 470 is sold as a Land Cruiser Prado and LX a Land Cruiser Cygnus, while the RX 330 and 400h are renamed Harrier.

Other than the SC 430, which will immediately receive a name change and be sold through Lexus dealerships, Toyota will phase in new models to the Japanese market gradually as each becomes available, and in so doing phase out the Toyota derivatives. New models, such as the 2006 GS 300/430, which was until recently sold in Japan as the Aristo, and upcoming 450h hybrid

The top-range Lexus SC 300/430 is dubbed the Toyota Soarer in Japan. (Photo: Toyota Canada)

derivative, plus the next-generation 2007 IS, are already been shown on the automaker's Japanese Lexus website, as well as a bevy of new concepts that portray a new direction for the Lexus brand.

With a presence in Japan Lexus is now becoming a global brand, increasing its market share in Europe and available in many more markets around the world already. Still, it's often more difficult to get respect in your home town and on that note, Japan has had a love affair with German brands for decades. Therefore, success for Lexus is not necessarily a given. Still, the automaker is targeting as many as 60,000 Lexus models sold in Japan in 2006. Toyota is also planning to open Lexus dealerships in China in 2005.