Agriculture

Lexus: 32 Years of Relentless Pursuit of Perfection.


The 1980’s was a very busy year for automobile manufacturers globally. It was one of the once in a time periods in the industry that could be referred to as the turning point era, especially for the Japanese automobile manufacturers.

Having had their cars accepted in North America and Europe in the 70’s, buoyed by the middle east oil crisis, as consumers started discovering how less frequent they visit their mechanics due to their durability that came with quality-obsessed Japanese technology but above all, tipping point that changed global automobile was Spartan fuel efficiency, in an age the politics of oil ruled the world.

That initial success gave the Japanese wings to start dreaming dreams. Dreams that they too should aspire for a share of the luxury car sector pie, maybe to offer the world something like what the Germans offer, more reliable, durable, but at lower costs, that was the unique selling proposition: all the luxury at close to half the price.

Interestingly, at the same period, voluntary export restraints were negotiated by the Japanese government and U.S. trade representatives which restricted mainstream car sales, thus the alternative was upscale luxury cars.

So in 1986, Honda took the lead by launching its Acura marque in the U.S. The initial Acura model was an export version of the Honda Legend, which was launched in Japan in 1985 as a rival to existing Toyota Crown, Nissan Cedric and Mazda Luce.

In 1987, Nissan responded to Honda’s ambitious luxury project by unveiling its plans for a premium brand called The Infiniti. Nissan was able to respond to Honda’s challenge so fast because instead of going to the drawing board to come out with a totally new product, it quickly reverse-engineered its existing Nissan President sedan in standard wheelbase form (tweaked its interior for upscale luxury furnishing) for export as the Infiniti Q45,which it launched in 1990.

Mazda however 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, but its plans did not come to fruition.

But Japan’s biggest auto maker had a very ambitious plan, instead of seeing the competition at home, it focused on the world’s largest automobile market (North America) and how to share the pie with the biggest luxury car makers ( BMW, Mercedes Benz) ruling that niche.

Not contented with just sharing, it wanted something that will revolutionalise the entry levels luxury market, and if possible tilt the applecart by snatching customers from the jaws of brand loyalty by forcing customers addicted to Mercedes Benz, BMW and Audi sedans to have a rethink.

So the Chairman, Eiji Toyoda issued a challenge to Toyota engineers and designers to build the world’s ‘best car’. A challenge that was akin to when Henry Ford challenged his engineers to build a V8 engine, which the engineers retorted that it was impossible. But Ford insisted that as long as he could conceive it in his mind, then it is possible.

Toyota engineers took off and code-named it the “Flagship One” aimed at producing the Lexus LS 400. Before then, Toyota’s known premium cars were the Toyota Mark II models which were sold mostly in Japan.

And Toyota’s largest sedan at the time after the everlasting Toyota Crown, was the limited-production, 1960s-vintage Toyota Century, a domestic, V8 powered hand-built limousine, which ofcourse is used by the Japanese Prime Minister, while the Emperor of Japan uses The Nissan Prince Royal.

To actualize the dream of building “The World’s Best Car,” Toyota researchers were sent to the United States in May 1985 to conduct focus groups and market research on luxury consumers and their tastes.. During that time, several of their designers rented homes in Laguna Beach, California, to observe the lifestyles and tastes of American upper class consumers.

Meanwhile, their engineering teams conducted prototype testing on locations ranging from the German autobahn to U.S. roads. Toyota’s market research concluded that a separate brand different from the nameplate Toyota, and sales channel different from existing Toyota outlets, were needed to present its new sedan, and plans were made to develop a new network of dealerships in the U.S. market.

In 1986, global advertising agency Saatchi & Saatchi were contracted and they formed a specialized unit, Team One, to handle marketing for the new brand. Image consulting firm Lippincott & Margulies was hired to develop a list of 219 prospective names for the new car with names such as Vectre, Verone, Chaparel, Calibre and Alexis chosen as top candidates.

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).

As a result, the first letter was removed and the “i” replaced with a”u” to morph the name to Lexus. But prior to the release of the first vehicles, database service LexisNexis obtained a temporary injunction forbidding the name Lexus rom being used because it might cause product confusion. The injunction was thrown out by the U.S. appeals court saying that there was little likelihood of confusion between the two products.

When the ‘Team One” representatives visited Lexus designers in Japan, they noted an uncanny obsessive attention to details never before seen in any automobile firms and how parts that were good to go were discarded and strenuous efforts put in to redevelop and redesign them, they came up with the tagline: “The Relentless Pursuit of Perfection.”

For the logo, three firms were involved in the final phase of the development: Saatchi & Saatchi, Molly Designs and Hunter/Korobkin, Inc. 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.

Toyota’s secret project was completed in 1989, involving 60designers, 24 engineering teams, 1,400 engineers, 2,300 technicians, 220 support workers, approximately 450 prototypes and more than $1 billion in costs. 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 gasoline engine and rear-wheel drive..

It debuted in January 1989 at the North American International Auto Show in Detroit and official sales of the vehicle began the following September at a network of 81 new Lexus dealerships in the U.S.

First thing Toyota celebrated was the quietness of the engine. At that time, it was the quietest V8 engine ever built to the extent that a Butterfly perched on the hood while it was raised to 5000rpm, yet the insect never felt the vibration.

The graceful LS400 saloon brought levels of quality, luxury and technology that were unheard of within the industry, thanks to a relentless pursuit of engineering perfection that led to numerous breakthroughs and refinements.

It soon achieved its major aim two weeks after unveiling as Car and Driver magazine rated it as better than the higher-priced Mercedes-Benz420 SEL and BMW 735i in terms of ride, handling and performance. The LS 400 also won motoring awards from automotive publications including Automobile Magazine and Wheels Magazine.

The LS 400 debut was generally regarded as a shock to existing luxury marques as BMW’s and Mercedes-Benz’s U.S. sales figures dropped 29 percent and 19 percent, respectively, with BMW executives accusing Lexus of dumping in that market, while 35 percent of Lexus buyers traded in a Lincoln or Cadillac. No other car has had such an impact at debut, maybe, until Tesla.

And going the extra mile to tell customers that this car is giving something nobody ever gave, in December 1989, Lexus initiated a voluntary recall of all 8,000 LS 400s based upon just two customer complaints over defective wiring and an overheated brake light (BRAKELIGHT O).

This led to a 20-day operation to replace the parts on affected vehicles including 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. This response which generated wide media coverage helped in no small way to establish the Lexus as a very reputable brand, a claim it has maintained in the last 32 years.

The Lexus changed the way luxury cars are built globally from Stuttgart to Munich to Wolfsburg .It forced the Germans back to the drawing board.

Though Lexus tweaked its tagline a decade ago to “Engineering the Impossible”, the company still maintains that it is a continuation of that “Relentless Pursuit of Perfection”.

No other car has exemplified the sophistication, innovation, grace and quality of Japanese technology as The Lexus

Kelechi Deca

Leave a Comment

Your email address will not be published.

You may also like

Business Economy Environment Government International Technology Technology Trends Telecoms

Nigerian Delegation Visits MTN Group Headquarters to Strengthen Bilateral Relations

post-image

 

A high-ranking delegation from Nigeria’s Ministry of Foreign Affairs recently visited the MTN Group headquarters in Johannesburg, South Africa. The visit highlighted the growing efforts to deepen economic and diplomatic relations between the two largest economies in Africa.

The Nigerian team was led by Rt. Hon. Wole Oke, Chairman of the House Committee on Foreign Affairs, and included prominent figures such as Amb. Ahmed Sulu-Gambari, the Head of the Ministry of Foreign Affairs; Nigeria’s High Commissioner to South Africa, H.E. Alexander T. Ajayi; and other senior officials.

MTN Group’s top executives welcomed the delegation, including Group Chairman, Mcebisi Jonas; Chief of Staff (CEO’s Office), Jerry Varachia; Executive for Network Design, Amith Maharaj; Executive for Core Mergers and Acquisitions, Annemarie Krijnauw; Executive for Internal Audit, Motselisi Molapo; and Senior Manager for Strategic Public Affairs, Dominic Khumalo.

During the meeting, discussions focused on fostering stronger ties between Nigeria and South Africa. Both parties acknowledged…

Read More
Business Economy Education News

Federal Government of Nigeria Introduces 15 Skill Acquisition Courses in Primary and Junior Secondary School Curriculum

post-image

 

In a significant move to empower the future workforce and enhance the employability of students, the Federal Government of Nigeria has announced the integration of 15 skill acquisition courses into the curriculum of Primary and Junior Secondary Schools across the country. Starting from the 2025 academic year, students will be able to select one skill to study from Primary 1 through to Junior Secondary 3 (JSS3), ensuring that by the time they complete their education, they will have both theoretical knowledge and practical experience in their chosen field.

This groundbreaking initiative is designed to address the skills gap in Nigeria by fostering a generation of students who are not only academically inclined but also possess hands-on expertise in various trades…

Read More
Announcements Business Economy Finance Fintech International

Akwa Ibom Tech Week 2024: Ushering in a New Era of Innovation in Africa

post-image

The much-anticipated Akwa Ibom Tech Week 2024 concluded with remarkable success, marking another milestone in the region’s journey to becoming a leading tech hub in Africa. Held from October 28th to November 2nd, 2024, the event brought together tech enthusiasts, entrepreneurs, government representatives, and innovators from across Nigeria and the globe to discuss the future of digital transformation, innovation, and entrepreneurship.

The event, which was held in the vibrant city of Uyo, Akwa Ibom State, served as a powerful testament to the region’s growing influence in Africa’s digital economy. Hanson Johnson, Founder and CEO of Start Innovation Hub, one of the central organizations driving this transformation, expressed his pride and excitement as he reflected on the event’s success.

In his address,…

Read More
Announcements Business Featured News Opinion Technology Trends Telecoms

The Hidden Roadblocks to Nigeria’s Digital Revolution

post-image

In the heart of Nigeria’s bustling cities and its quiet rural communities, an invisible challenge is quietly stalling the nation’s journey toward a digital future. While vandalism and theft of telecom infrastructure are often cited as the primary culprits behind poor connectivity, an even more insidious issue is threatening to derail progress: denial of access to telecom facilities.

This growing crisis took center stage at the Critical National Information Infrastructure (CNII) Protection and Resilience Workshop Series, held in Abuja and organized by the National Cybersecurity Coordination Centre (NCCC) under the Office of the National Security Adviser. Among the speakers was Dr. Aminu Maida, a leading figure in the telecom sector, who painted a sobering picture of a nation held back by bureaucratic hurdles, community resistance, and property disputes.

“In 2023 alone, we recorded over 20,000 cases of site access denial,” Dr. Maida revealed. “Each of these represents a barrier to connecting…

Read More
Business Economy

Dr. ‘Bosun Tijani Advocates Strengthened Local Government Capacity through #Project774

post-image

Dr. ‘Bosun Tijani, the Honourable Minister of Communications, Innovation, and Digital Economy for the Federal Republic of Nigeria, has reiterated the critical role of Local Government autonomy in advancing grassroots governance and fostering digital inclusion. Speaking on the ongoing implementation of #Project774, he emphasized the project’s pivotal role in delivering the dividends of governance directly to citizens at the last mile.

“With the introduction of Local Government Autonomy in Nigeria, it is imperative that we strengthen the capacity of our LGA structures through initiatives like #Project774, ensuring that governance is both impactful and inclusive,” Dr. Tijani remarked.

As part of this transformative initiative, Dr. Tijani recently hosted a strategic brainstorming session with state government representatives. The event brought together commissioners, agency heads, advisers, and local government chairmen from seven states—Sokoto, Borno, Ogun, Kogi, Imo, Zamfara, and Kwara—participating in the project’s first phase.

“The discussions were focused on ensuring the efficient use of…

Read More
Business Economy Environment Government Security Society Technology Technology Trends Telecoms

President Tinubu Strengthens ICT Sector with Landmark Protection Order

post-image

 

The federal government has taken a decisive step toward securing Nigeria’s digital economy with the release of the *Designation and Protection of Critical National Information Infrastructure Order, 2024*. The gazette, approved by President Bola Ahmed Tinubu, was lauded by Dr. Bosun Tijani, Minister of Communications, Innovation, and Digital Economy, as a transformative move to safeguard the nation’s technological assets and infrastructure.

Dr. Tijani emphasized the order’s pivotal role in reducing disruptions and intentional damage to critical ICT systems and infrastructure. “This is a significant step that will strengthen and protect investments in the ICT sector by reducing incidences capable of damaging the operations and functionality of our technological systems, infrastructure, and networks,” he stated.

The Nigerian Communications Commission (NCC) also commended the initiative, describing it as a critical milestone for the telecom sector. The Commission highlighted that the order would help mitigate recurring…

Read More
Autos Business Culture Economy

Igboland: A Rising Powerhouse in Car Manufacturing

post-image

 

Igboland is steadily carving out a reputation as a hub for automotive innovation in West Africa, driven by the vision and determination of local entrepreneurs. With the presence of three car manufacturing and assembly companies—Innoson Motors, Roxettes Cars, and the emerging Omaa Motors—the region is becoming a focal point for Nigeria’s industrial transformation.

Innoson Motors, based in Umudim, Nnewi, Anambra State, stands out as a beacon of indigenous innovation. Founded with a vision to reduce Nigeria’s dependency on foreign imports, Innoson has achieved remarkable success by producing 80% of its vehicle components locally. This achievement reflects not only a deep understanding of local market needs but also a commitment to creating jobs and fostering economic growth within the region. Over the years, Innoson has become synonymous with quality and resilience, inspiring a new generation of African manufacturers.

In neighboring Abia State, Roxettes Cars,…

Read More
Business News

Faith Cathedral International Ministries Celebrates a Spirit-Filled Conclusion to Men Convention 2024

post-image

 

On Sunday, November 17th, 2024, Faith Cathedral International Ministries in Egbeda, Lagos, held a moving Thanksgiving service to mark the conclusion of its week-long Men Convention 2024. The event, which brought together men from all walks of life within the church and the surrounding community, was a profound expression of faith, unity, and service to God.

The weeklong convention, which began with a series of spiritual activities and outreach programs, culminated in a powerful Thanksgiving service that resonated with the theme of steadfastness and spiritual responsibility. With the church’s auditorium filled with attendees, the air was thick with gratitude, as the congregation reflected on the transformative messages shared during the week.

Pastor Fred Obetoh, the church’s General Overseer, took to the stage to address the men of the congregation with a heartfelt sermon. In his message, Pastor Fred encouraged the men to remain unwavering in their faith despite the materialistic pressures…

Read More