GJP
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Luxury EXported for United States
[h=4]Brand development[edit][/h]In 1986, Toyota’s longtime advertising agency Saatchi & Saatchi formed a specialized unit, Team One, to handle marketing for the new brand.[SUP][11][/SUP] Image consulting firm Lippincott & Margulies was hired to develop a list of 219 prospective names; Vectre, Verone, Chaparel, Calibre and Alexis were chosen as top candidates.[SUP][18][/SUP] 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).[SUP][18][/SUP][SUP][19][/SUP] As a result, the first letter was removed and the "i" replaced with a "u" to morph the name to Lexus.[SUP][19][/SUP]
LS 400 sedan launched in 1989
Theories of the etymology of the Lexus name have suggested it is the combination of the words "luxury" and "elegance,"[SUP][20][/SUP] and that it is an acronym for "luxury exports to the U.S."[SUP][20][/SUP]According to Team One interviews, the brand name has no specific meaning and simply denotes a luxurious and technological image.[SUP][18][/SUP] Prior to the release of the first vehicles, database service LexisNexis obtained a temporary injunction forbidding the name Lexus from being used because it might cause product confusion.[SUP][21][/SUP] The injunction threatened to delay the division's launch and marketing efforts.[SUP][21][/SUP] The U.S. appeals court lifted the injunction, deciding that there was little likelihood of confusion between the two products.[SUP][21][/SUP]
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