Lexus will debut in Japan in August 2005 as a new global, premium brand for the 21st century. Lexus will strive to appeal to the hearts and emotional values of luxury customers through the creation of its own distinctive brand value.
To heighten its value in markets worldwide, Toyota will put into effect product and brand strategies that reflect local needs and market environments.
Drawing from our extensive lineup of vehicles, we are creating regional product strategies aimed at motivating as many customers as possible around the world to choose Toyota vehicles.
Toyota is taking steps to tap local demand in markets worldwide. For example, to draw young, first-time Toyota customers, we have begun full-scale marketing of Scion-marque vehicles in North America. And, local production of a full-size pickup truck is scheduled to increase beginning in 2006. In Europe, we began joint manufacturing of small passenger cars with a local automaker in February 2005. In China, Toyota is steadily assembling a full model lineup that ranges from compact cars and SUVs to high-end sedans. Further, as the IMV project got under way, other regions, centered on ASEAN countries, saw the rollout of a series of five new models — three pickup trucks, an SUV, and a minivan.
Toyota helps expand the automotive market through tireless development of vehicles that create markets by offering new value. Launched in 2003, the new Prius earned resounding endorsement the world over. In fiscal 2005, hybrid sales surged 2.5 times year on year, to approximately 151,000 vehicles. And, March 2005 witnessed the unveiling of two SUVs, the Harrier and the Kluger, powered by hybrid systems. We will continue filling out our team of hybrid vehicles, including the introduction of hybrid Lexus models.
Also, we made efforts to invigorate Japan's market by introducing the Porte new-concept vehicle, the Isis midsize minivan, and the Mark X luxury sedan.
In 1989, Toyota began marketing the Lexus as its premium brand in North America. Since then, the success of Lexus-brand automobiles has been breathtaking. For the past five years, the Lexus has been the best-selling high-end car in the U.S. In fiscal 2005, Lexus sales grew an impressive 3.7% year on year, to approximately 358,000 vehicles.
In August 2005, the Lexus will debut in Japan. In every aspect of product development, sales, marketing, and customer service, we are determined to clearly differentiate Lexus from the Toyota brand. Lexus will strive to become the premium brand of the 21st century and beyond through the relentless pursuit of perfection and the true meaning of luxury. Lexus will continuously make efforts to provide its customers with the finest products and the most satisfying automobile ownership experience.
Hybrid Vehicle Sales
|Operational start-up||August 2005|
|Dealer network||180 dealers*1|
|Models||GS, SC, IS, LS*2|
|Sales plan||50,000 - 60,000|
*1:At the launch of operations, there will be 143 dealers. Plans call for the creation of a 150-dealer network by the end of 2005.
*2: Initially, the GS, the SC, and the IS will be marketed, with the introduction of the LS scheduled for summer 2006.
(Thousands of units)
Topics | New R&D Centers Opened in Australia and Thailand
In response to growing regional sales, we upgraded our product development capabilities in Asia and Oceania in 2005 by establishing new research and development facilities in Australia in March and in Thailand in May. The new facilities reflect local demand by tailoring the bodywork and specifications of vehicle platforms and basic models developed in Japan.