Lexus in Japan

[Hudson]

I find it odd that nobody's discussing Toyota's announcement that Lexus will be launched in Japan as a stand alone brand. Lexus will be launched in 2005.

[Jay!]

So they're just getting around to re-naming all the JDM models to the names they use everywhere else?

I'm still not sure I understand why Toyota thinks they need five different brand names... :o Brand-consciousness is obnoxious.

[Hudson]

In Japan, Toyota didn't need five "brand names," they sold all of their cars as Toyotas. They do, however, have five different sales channels. Each channel could cater to a particular market. It's just the same as GM does in the US.

In the US, Toyota does have and needs additional brand names. Buyers of luxury cars in the US are very aware of the brand name on their vehicle. Most Americans wouldn't buy a $60,000 "Toyota" but give the vehicle a different name and the associated image and suddenly people are lining up for a $60,000 Lexus. I think the American buying public is dumb in this way. Someone would rather buy the Acura MDX than spend less money for the roomier Honda Pilot.

[BLU CIVIC]

Originally posted by Hudson
In Japan, Toyota didn't need five "brand names," they sold all of their cars as Toyotas. They do, however, have five different sales channels. Each channel could cater to a particular market. It's just the same as GM does in the US.

In the US, Toyota does have and needs additional brand names. Buyers of luxury cars in the US are very aware of the brand name on their vehicle. Most Americans wouldn't buy a $60,000 "Toyota" but give the vehicle a different name and the associated image and suddenly people are lining up for a $60,000 Lexus. I think the American buying public is dumb in this way. Someone would rather buy the Acura MDX than spend less money for the roomier Honda Pilot.

I WOULDN'T SAY DUMB.....BUT I GUESS THEY'RE A LOT OF PEOPLE DIVING AROUND IN A ACURA NOT KNOWING IT'S A HONDA OR IN A INFINITY NOT KNOWING IT'S A NISSAN

[Jay!]

Here's the PR for anyone who hasn't seen it:

http://www.toyota.co.jp/IRweb/corp_i...2003/0214.html

It says it's going from five to four... I see six to five...

So, does that mean that Toyota expects the Japanese public to become as "snobbish" about brand as the American public is?

[Jimster]

Well I guess that is cool- when I return to NZ- even if I get a used import Lexus I still know that it'll be badged a Lexus

In all honesty I think that the move is a brave one as the slaes of the Windom, Celisor and Aristo seem to be falling in Japan as the the Japaese turn towards badge snobbery- more and more people are becoming unhhappy with owning a mainstream brand- Or so it would seem


Toyota would have 4 brands if they take on Lexus- Toyota, Lexus, Scion and WiLL- Not sure if there are more

[Hudson]

There are no plans to sell Scion in Japan...and I don't believe WiLL is sold as a distinct brand but a series of models within the Toyota brand.