I was wondering the other day about where or what would our cars been if Toyota never invented the Lexus brand. Would the LS be the ultimate Avalon or would it be in the US at all? Would the IS be an performance extension of the Corolla line? Now most of the re-badges and such(RX,LX,GX,ES etc..) would probably not be here because they already exist as Toyotas in the US but what about the stand alone platforms like the LS,GS,IS,CT etc..? What Toyota model would they be if any? Also since all of us can agree that by the creation of Lexus, other luxury car makers had to rethink their game due to this freak of nature of a company, would the competition be what they are now without that push from Lexus? Would the mighty LFA be the Supra? #justathought#

 

The Cressida likely would've not been discontinued.

 

Think Hyundai without a luxury division...

Toyota would still be a major player and probably focus the Avalon towards luxury and there would be much more Toyota models if Lexus weren't around.

Acura and Infiniti would be flopping and probably would go under...

 

I dont want to live in that world. But the Japanese luxury market sure would be wack.

 

Toyota HAD to start Lexus.

 

it would have been x times harder? they could have brought over celsior, aristo, harrier, and windom with all the luxury but it would be hard to preach luxury to the crowd with the toyota badge.

i think creating a lexus brand has been one of the best move by toyota ever.

 

The question should be what would have happened if there was no Acura for Toyota to follow and create their own version . Acura was the genesis of Japanese luxury in the US.
Yes they had to create Lexus because Acura was the first and they didnt want to be left behind

 

Back in 1996 when I got my ES I shopped
Diamante
Acura CL/TL
ES

I might have done the CL or TL initially. However when I got the GS 400 before it debuted I was all about the E39 540 at the time. So if there was no GS probably would have went that route and likely have stayed with BMW. I highly doubt any 50k Toyotas would have sold, look what happened to the Supra.

Its amazing how the market has changed and gotten so much better than in 1996-2000.

The Lexus F1 project was well underway when Acura debuted and its not like Acura really debuted all out luxury cars, the Integra was a civic plus and the Legend while very well done but didn't make the GErmans take notice. That was all Lexus which was launched as a proper luxury brand.

 

Gotcha, but as a poor kid who grew up driving Datsuns and Hondas the Legend was like it was from another world. It was very desirable to everyone I knew. It was a spark for the Japanese in the US. Even with the F1 project underway I still feel like Acura opened up some doors for Lexus by making Americans aware that the Japanese can builder luxurious car. The LS was on another level with the V8 and its engineering

 

If Toyota didn't create Lexus, it would be just like Hyundai today with the Genesis and Equus, and Toyota would sell the LS/GS/ES/IS/SC as the Celsior/Aristo/Windom/Altezza/Soarer

Thinking about it, I would actually prefer a world without Lexus, so the Celsior I am driving would be cheaper without the Lexus badge mark up. I really don't care about the badge.

 

^^ I honestly don't think Toyota would have bothered. Maybe today but not in the early 90s or 2000s. The F1 program initially was scoffed at and not close to being approved. Only when top leaders could convince the others they could build among the best vehicle did they proceed with the program. They didn't just want to enter the luxury realm, they wanted to make it better and make their mark.

Clearly they succeeded. I'm just happy there wasn't a half-*** effort.

 

So would the existing Toyota line up be better? Imagine all that Lexus tech incorporated into Toyota models. An 8-speed UL Avalon/Cressida? SC as the Solara convertable? Self-parking Camrys? And what about the rivals? Do you think Mercedes wouldve bothered to step their game up in quality and refinement if Lexus didnt show them up? Would Infiniti exist at all? Would Buick have a idol to chase after? A world without Lexus leaves a lot of questions.

 

The LS was in development long before Acura was launched. Lexus was needed because Toyota was losing a lot of loyal customers who wanted to upgrade to luxury cars. There was no brand or product within the same family to retain those buyers, who instead went to Cadillac, Mercedes, and BMW.

 

If Lexus didn't come about I'm Mercedes wouldn't have stepped up their game. Ever noticed the quality of an '80's Mercedes compared to '90's Mercedes (post Lexus vehicles)?

As for Buick it probably would have died just like Oldsmobile, Saturn, Hummer, Pontiac, etc...

 

^^^ and GMC is about to...