23 October 2003

Toyota has announced plans to sell its Lexus premium brand in Japan from 2005.

The move could also spark a rash of new models wearing the Lexus badge. Traditionally existing models have been sold in the home market with Toyota branding but the company now has plans to launch solus Lexus models with the emphasis firmly on style and quality. The first of these is likely to be the new GS, previewed this week in the guise of the LF-S concept (pictured) at the Tokyo motor show.

Introducing the luxury marque to the world’s second biggest market could also work wonders on the Lexus brand worldwide. With the home market boosting sales the company is confident that it can oust Mercedes as the world’s most popular luxury car maker.

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